IMC Final

[sagar sankhe]

1] Marketing communications tetrahedron diagram from Kevin Lane Keller’s article titled “mastering marketing communications mix” elaborate how communication works considering the consumer, situation and response

Ans:

Talks about marketing communication effectiveness along four broad dimensions (consumer, communication, response, situation)

> Analyse effects 

of integrated marketing communication programs

Consumers:

Age, gender, race, attitudes 

towards self, others, possessions, brand choices, usage, 

 

loyalty often serve as the basis of market segmentation and 

development of distinct marketing programs, these 

characteristics may impact consumers’ response to marketing co

 

mmunications 

Communication: 

Sight, sound, motion, spoken or written words, 

 

static, dynamic, interactive, customized. Its 

extremely important how we interact with consumer and 

surrounding It gives different responses

Response: 

Reflects the state changes that a consumer experiences either temporally or permanent basis

Situation: 

All the factors external to the communication itself that may affect consumers and impact communication effectiveness (exposure location, communication exposure etc)

Keller introduced the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation), these factors can be worked upon in the plan to increase effectiveness

2] Elaborate on the concept of augmented reality with apt examples from service and sales area

Ans:

Environment when supported (augmented) by computer-generated sensory input such as sound, video, graphics or GPS data is called augmented reality, it is live, direct or indirect view of real world which is supported by tech 

(Image) Mr. Pranav Mistry's SixthSense augmented reality system lets you project a phone pad onto your hand and phone a friend without removing the phone from your pocket

Another example can be showing fielding position or attack/defense pattern during soccer or cricket match (where science/digital technology augments the real time sports view)

Virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.

Examples of Augmented Reality:

> Layar Browser: Augmented Reality Browser Example where you can select multiple layers of content to place into your Augmented Reality Browser allowing you to automatically find detailed content based off what your pointing your phone at

> Rayban Virtual Mirror:

Rayban Virtual Mirror Augmented Reality Example that allows you to try on the entire range of Rayban glasses from your very own computer. Again, it works in some facial recognition where you map key points of your face

3] Explain Jennifer Aaker’s Big Five of brand personality. Explain each element with 2 Indian examples

Ans:

Aaker gave five dimensions to measure personality of a brand, below are these:

Sincerity:

Consumers interpret sincere brands as being down-to-earth, honest, wholesome, and cheerful

Excitement:

The most exciting brands are daring, spirited, imaginative, and on the cutting edge

Competence:

Reliability, intelligence, and success are the traits associated with these brands.  Even in these trying economic times, there are a few financial services firms that still manage to play well in consumer minds.

Sophistication:

A brand that is sophisticated is viewed as charming and fit for the upper classes

Ruggedness:

Interestingly, consumers pick up on this personality dimension quite well.  Rugged brands are seen as outdoorsy and tough

4] Elaborate with examples and relevant diagrams the three forces on which the theory of the long tail, as postulated by Chris Anderson, is based.

Ans:

Long Tail Theory was explained by Chris Anderson in his Wired Article. 

It talks about describing niche marketing and the way it works on the Internet. It says how internet allows people to find less popular items and subjects. He says that there's profit in those "misses," too. Amazon sells obscure books, Netflix rents obscure movies, and iTunes sells obscure songs. That's all possible because the Internet has taken geographic location out of the equation

It's basically a retailing strategy of selling a large number of unique items with relatively small quantities sold of each usually in addition to selling fewer popular items in large quantities. Chris Anderson in an October 2004 Wired magazine article mentioned Amazon.com, Apple and Yahoo! as examples of businesses applying this strategy. Anderson elaborated the concept in his book The Long Tail: Why the Future of Business Is Selling Less of More

Long tail signifies plenty of products (long) each of which are low in general demand (see the popularity in y axis is minimum at tail) 

Three forces:

> "democratizing the tools of production: e.g. personal computer, (cost of making the first copy of something, and marginal cost of making each additional copy) basically revolving around economies of scale and use of technology to bring down marginal cost

> "cutting the costs of consumption by democratizing distribution": Amazon and Netflix exploit the Internet to more effectively distribute goods (Chris says "Internet makes everyone a distributor), sourcing from supplier as and when that item is demanded by customer helps reduce cost by huge margin, use of technology and database tracking has made locating item and its movement much simpler

> "connecting supply and demand": enables consumers to find those high-quality, produced and aggregated niche products, (by reviews, likes, favorites, recommendations, links, and so on help us to find things we like on the Internet where trust is a major issue when we see list of may suppliers)

Examples: Amazon, Apple, Netflix (already explained above)

5] What is meant by:

a. Reach

b. Frequency

c. Coverage

d. Media Category

e. GRP

What are the media planning Criteria that you will use in planning Media?

Ans:

Reach: How many individuals (different) people saw your ad e.g. unique ip address hist on website

Frequency: How many times people saw an ad in a timeframe e.g. (Average) number of hits per person (Frequency = total duplicated audience/Reach)

Coverage(%):  Percentage of the target audience is reached by a media, (Achieved/Targeted) X 100 = %

Target audience: Selected segment of everyone (potential costumers) Done by: age, sex, occupation, income, media consumption habits or educational levels 

Media objectives: Determine target audience, needed reach and frequency (what needs to be done)

Media strategy: Set of best actions (which media to use, which vehicles to use, timing of ads)  (how it needs to be done)

GRP (Gross Rating Points): Aggregate total of the ratings, Sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs

While Media Planning following aspects are to be considered:-

> Target audience selection

> Target audience analysis (media habits)

> Media objectives

> Media and vehicle selection, timing with its reasons

> Media strategy

> Budget, spending

> Reach and frequency

6] What is DAGMAR and what are the parameters on which Setting Advertising Objectives using DAGMAR is based? What are Intervening Variables? Set DAGMAR based Advertising Objectives for (a) Café Coffee Day (b) Binani Cement

Ans:

Defining Advertising Goals for Measured Advertising Results abbr. DAGMAR was an advertising model by Russel Colley (1961)

According to DAGMAR, each purchase prospect goes through 4 steps:

> Awareness: making the consumer aware that the product or company exists

> Comprehension: letting the consumer know what the product is used for

> Conviction: convincing the consumer to purchase the product

> Action: getting the consumer to actually make the purchase

Intervening variables:

> Brand awareness

> Brand comprehension

> Emotional Feeling

> Attitude towards the brand

You can set your own objectives for CCD and binani cement as per above four steps

7] Elucidate on your learnings from the article “The Evaluation of User Experience of the Virtual World in Relation to Extrinsic and Intrinsic Motivation”by Dong Hee Shin 

Ans:

Could not access the article or even find the review :P

8] Explain the JNK model. Draw the model for the following:

a) Harley Davidson

b) Cadbury

c) Nike

d) Mercedes

Ans:

Could not find JNK Model

9] In the article “brand personality : An empirical Study of four brands in India “ enunciate and elaborate the measures and conclusions drawn by the author SaptarshiPurkayastha on the four brands researched in India-Motorola, Raymonds, Samsung and 7Up

Ans:

Objective was to measure brand personality of various brands associated with Swamy BBDO and to test the Aaker scale. This is executed by utilizing a factor analysis. The brands were chosen based on a few criteria e.g. the brand should have an advertizing agency in India. The four chosen brands were 7 Up, Samsung, Motorola and Raymond. 

Samsung: Factors observed by survey of 100 respondents were 1) innovative and  2) elegant. I do believe that the second factor could have been interpreted to measure competitiveness instead of elegancy,  since it contains loadings on successful, upper-class, charming, masculine and tough. The first factor contains many loadings and  must have been causing the author some problems in forcing it into Aaker’s world. Honest, original, cheerful, daring, spirited, imaginative, up-to-date, reliable and intelligent were the loadings. Overall, the loadings, with exception for cheerful, spirited and honest, do fit the factor name: innovative and since I don’t have a better suggestion I’m satisfied with it.    

Motorola, three factors were extracted.  1*) feisty  2) authentic and  3*) suave. The naming of the first factor somehow surprised me. If the loading on upper-class is neglected a better naming would be informal.  The second factor is excellent, but the third is perhaps also somewhat erroneous. Again, the word competitive describes the third factor better in my opinion.  

Raymond. I do not find anything remarkable with these three factors.  The result of the study was that each brand should be treated differently and that the Aaker scale was not satisfactory in this case. 

Authors Desk:  She think sthat original paper lacks a proper purpose and suffers from lending too much from Aaker, even though testing Aaker in a way is a purpose of the paper. The correlation

matrix on page 20 lacks proper interpretation in the paper and the author might have benefited from stating the communalities. Another suggestion for improvement would be to discuss the cut point. The factor analysis is with these exceptions done in a satisfactory way. However, I’m surprised this paper got published. 

10] Elaborate (with Diagram) on the Foote, Cone and Belding Model as a tool to creating effective Advertising and Communication. Using the LEARN-FEEL-DO and DO-LEARN-FEEL Models where will you place the communication developed for

a) Lux Sunscreen

b) Times of India

c) Dood, Dood, Dood campaign

d) Ponds Dreamflower Talc 

Ans:

Foote, Cone and Belding Model is an integrative model by Richard Vaughn dividing goods and services into four categories, along two axes: the Think/Feel axis, and the High Involvement/Low Involvement axis

He says that the marketer should put consumer decision process in each of these four quadrants, for example:

> High involvement and feel: (psychological)

 • Products fulfilling self-esteem, subconscious, ego-related impulses

 • Requires perhaps more emotional communication 

 • Feel →Learn → Do

> High involvement and think: (economic)

 • Classical hierarchy-of-effects 

 • Awareness →Knowledge →Liking →Preference →Conviction →Purchase

 • Learn →Feel →Do

> Low involvement and think: (responsive)

 • Routine consumer behavior

 • Learning occurs most often after exploratory trial purchase

 • Learning by doing

 • Do → Learn → Feel

> Low involvement and feel: (social)

 • Personal taste

 • Life’s little pleasures

 • Peer-oriented items

 • Do → Feel →Learn

11] What is CDI and BDI? Enunciate the media strategies that can be evolved using the CDI-BDI Matrix. Give examples from the Indian context to substantiate your answer

Ans:

Media planners assess geographic concentration. either by Brand Development Index (BDI) of a geographic region, (concentration of sales of a company's brand in that region) or by Category Development Index (CDI) (concentration of sales of the product category (across all brands) in that region)

Compare BDI with its average BDI (all markets BDI), BDI ratio= Brand's sales in a given geographic market / Average of its sales in all markets

                 Market X's Share of Total Brand Sales

BDI = -------------------------------------------------------------

----

  X 100

                   Market X's Share of U.S. Population

BDI doesn't reflect the concentration of potential sales as measured by sales of the entire product category

CDI gives product category's performance in a given market in comparison to its average performance in all markets in same country. Sales of a product category include the sales of all the brands (the company's and competitors' brands) or at least all major brands that fall in the category

Market X's Share of Total Category Sales

CDI = ---------------------------------------

 -

-------------

--------------- X 100

                      Market X's Share of U.S. Population

12] Discuss the various IMC audience contact tools and explain the significance of each tool. Explain the 360 degree brand experience at moments of truth. Explain Everett Roger’s diffusion of innovation by taking an example of any product of your choice

Ans:

<<Explain each in few details below>>

> Broadcast media

> Print Media

> Public Relations And Publicity

> Direct marketing

> Sales Promotion

> Sales Promotion

> Product placement

> Sponsorship And Events

> Word of mouth Advertising

> Point-of-purchase advertising

> Out of home media

360 Branding:

Set of Marketing activities which take into consideration brand identity and take an inclusive approach so that the brand is presented at all points of consumer contact (Seize everypoint of user contact social media, web, online, offline etc)

Diffusion of Innovation explains types of consumers on basis of how they adapt to the upcoming innovation. The diffusion (spread) of innovations theory seeks to explain how and why new ideas and practices are adopted, with timelines potentially spread out over long periods.

Innovators: First to adopt an innovation. Takes risks, youngest in age, have the highest social class, have great financial liquidity, are very social and have closest contact to scientific sources and interaction with other innovators. Risk tolerance has them adopting technologies which may ultimately fail. Financial resources help absorb these failures. 

Early adopters: Second fastest to adopt an innovation. Highest degree of opinion leadership. Younger in age, have a higher social status, have more financial lucidity, advanced education, and are more socially forward than late adopters. More discrete in adoption choices than innovators. Maintain central communication position

Early Majority: Adopt after a varying degree of time. This time of adoption is significantly longer. Early Majority tend to be slower in the adoption process, have above average social status, contact with early adopters, and seldom hold positions of opinion leadership in a system 

Late Majority: Adopt an innovation after the average member of the society. Approach an innovation with a high degree of skepticism and after the majority of society has adopted the innovation. Late Majority are typically skeptical about an innovation, have below average social status, very little financial lucidity, in contact with others in late majority and early majority, very little opinion leadership. 

Laggards: Last to adopt an innovation. Show little to no opinion leadership. Have an aversion to change-agents (High resistance to change). Laggards typically tend to be focused on "traditions", likely to have lowest social status, lowest financial fluidity, be oldest of all other adopters, in contact with only family and close friends.

Give example of innovative products such as iPod, iPad etc

13] Diagrammatically elaborate the various steps used in the Thompson –T plan for planning advertising. Diagrammatically represent the 5 scale of responses as posted by Stephan King with apt examples for each scale of response. In the Balbir Pasha Case Study on AIDS Awareness elaborate on 

a. Scale of response used

b. The theory on which communication is based

c. Elements of communication used in phase 1 and phase 2

d. Main and support media used

e. Campaign effective measures used to evaluate the campaign

Ans:

Thompson T-Plan (a.k.a. Planning Cycle) was formed in an agency (J Walter Thompson (JWT) London Office) in 1960 in attempt of restructuring. They created new under the name ‘account planning department’), In an internal JWT document, Stephen King wrote in 1968:

Why we set up this dept:

(1) integrate campaign and media objectives, 

(2) develop specialist skills in advertising research and planning and 

(3) link technical planning and its information sources. 

Responsibilities of the account planners were to: 

(1) set objectives for creative work, media scheduling and buying, merchandising and to help develop the objectives into action, 

(2) plan, commission and evaluate advertising research, 

(3) plan advertising experiments, 

(4) evaluate advertising and experiments and 

(5) present work to account groups and clients.’ (King, 1968)

JWT version of account planning:

The three people mentioned were: 

> The account director, providing the perspective of the client and the client’s marketing strategy, also responsible for executing decisions.

> The creative group head, responsible for the development and implementation of creative ideas.

> The account planner, principally representing the consumer or the group the client wishes to reach, with added responsibilities for advertising research, strategy development and the direction of media planning.

The T-Plan was created in 1964 and account planning began in 1968. 

<<5 scale of responses were not found>>

Thanks & Regards,
Sagar Sankhe

Sagar Ramkrishna Sankhe

Ex-Employee: TATA CONSULTANCY SERVICES. (2009-2012)

MMS 2012-14

Consultancy & Entrepreneurship Committees Member at
Sydenham Institute of Management Studies, Research & Entrepreneurship Education (SIMSREE), Mumbai.
Contact No: 9773682257