MKTG455 Exam 2: Marketing
Communications and Strategy Exam
with Verified Answers | 2025 LATEST
UPDATED.
five functions of advertising
informing, influencing, relevance, adding value, assist company growth
informing
Makes consumersaware of new brands;educates aboutdistinct features andbenefits; facilitatesthe
creation ofpositive brandimages
influencing
Persuades consumers totry a product bystimulating demand
relevance
Keeping fresh inconsumersmemory andmaking itrelevant to them
adding value
innovating, improving quality or altering consumer perception
assist company growth
Facilitates othercompanycommunications,i.e. promos,sweepstakes
the advertising process
Formulating the advertising strategy
Implementing advertising strategy
Measuring advertising effectiveness
case for investing in advertising
Only justified when the incremental revenue generated from advertising is GREATERthan the advertising
expens
case for disinvesting
The implicit assumption is that REVENUE will NOT be adversely affected when adbudgets are
diminished. NOTE: This is rarely the case
elements of effective advertising
, -marketing strategy
-consumers view
-breakthrough clutter
-deliver on its promise
-creative with a purpose
C.A.N elements
Connectedness
Appropriateness
Novelty
connectedness
Reflects anunderstanding of thetarget audiences'motivations
appropriateness
Offers a use solution toa marketing problem orprovides informationthat is pertinent
novelty
unique, fresh, and unexpected
in order to succeed, creative must have
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotionality
6. Storytelling
1. specify the key fact 2. state the primary problem 3. state the communications objective 4. implement
the creative message strategy 5. define mandatory requirements
five step program
specify the key fact
a single-minded statement from the customer's point of view that identifies why consumers are or are
not purchasing the brand
state the primary problem
extend the key fact from the marketers point of view
state the communications objective
what do we want to accomplish? what is the desired outcome?
implement the creative message strategy
Communications and Strategy Exam
with Verified Answers | 2025 LATEST
UPDATED.
five functions of advertising
informing, influencing, relevance, adding value, assist company growth
informing
Makes consumersaware of new brands;educates aboutdistinct features andbenefits; facilitatesthe
creation ofpositive brandimages
influencing
Persuades consumers totry a product bystimulating demand
relevance
Keeping fresh inconsumersmemory andmaking itrelevant to them
adding value
innovating, improving quality or altering consumer perception
assist company growth
Facilitates othercompanycommunications,i.e. promos,sweepstakes
the advertising process
Formulating the advertising strategy
Implementing advertising strategy
Measuring advertising effectiveness
case for investing in advertising
Only justified when the incremental revenue generated from advertising is GREATERthan the advertising
expens
case for disinvesting
The implicit assumption is that REVENUE will NOT be adversely affected when adbudgets are
diminished. NOTE: This is rarely the case
elements of effective advertising
, -marketing strategy
-consumers view
-breakthrough clutter
-deliver on its promise
-creative with a purpose
C.A.N elements
Connectedness
Appropriateness
Novelty
connectedness
Reflects anunderstanding of thetarget audiences'motivations
appropriateness
Offers a use solution toa marketing problem orprovides informationthat is pertinent
novelty
unique, fresh, and unexpected
in order to succeed, creative must have
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotionality
6. Storytelling
1. specify the key fact 2. state the primary problem 3. state the communications objective 4. implement
the creative message strategy 5. define mandatory requirements
five step program
specify the key fact
a single-minded statement from the customer's point of view that identifies why consumers are or are
not purchasing the brand
state the primary problem
extend the key fact from the marketers point of view
state the communications objective
what do we want to accomplish? what is the desired outcome?
implement the creative message strategy
