Question 1

Sarah accessed a QR code on her soft drink from a fast food restaurant that allowed her to obtain a free combo meal at the baseball stadium with the purchase of a game ticket.This is an example of a push marketing strategy.

Accepted Answer

This is an example of a pull marketing strategy because it incentivizes the customer to engage in an action (attending a baseball game and purchasing a ticket) by offering a reward (a free combo meal), thus "pulling" them towards a product or service. Push marketing, on the other hand, involves taking the product directly to the customer via promotions or advertisements.

Question 2

IMC objectives should be customer-focused.

Accepted Answer

IMC (Integrated Marketing Communication) objectives should always be customer-focused to ensure that the messages conveyed are relevant and meaningful to the target audience, ultimately leading to greater customer engagement and satisfaction. Focusing on the customer also helps to create a stronger brand identity and competitive advantage.

Question 3

Andrew has seen ads for a new branded jacket for the local football team.He goes to his favorite sports store and asks if they sell the jacket.This is an example of a push strategy.

Accepted Answer

This is an example of a pull strategy, where the consumer's demand pulls the product into the distribution channel because the consumer seeks out the product.

Question 4

The term synergy suggest that brand communications are working together toward a shared objective,making brand communications more effective.

Accepted Answer

Synergy refers to the idea that brand communications should work together in order to achieve a shared objective, creating a more effective overall message.

Question 5

Social media holds great potential for engaging consumers with a brand and therefore achieving communication objectives.

Accepted Answer

Social media provides a platform for brands to connect with their target audience and build relationships, increasing engagement and achieving communication goals. Therefore, social media holds great potential to accomplish these objectives.

Question 6

The term audience impact refers to moving customers or prospects through different stages of a relationship with a brand.

Accepted Answer

Audience impact is the process of engaging and influencing customers or prospects at different stages of their relationship with a brand. It involves creating content and messaging that resonates with them, building trust and loyalty, and ultimately encouraging them to take action, such as making a purchase or recommending the brand to others.

Question 7

In terms of meeting the criteria for good marketing communication objectives,measuring the number of coupons redeemed is measurable,but measuring the level of brand awareness would not be measurable.

Accepted Answer

Measuring the level of brand awareness can be measurable through various methods such as surveys, social media engagement, website traffic, or search engine rankings. Therefore, it would be considered measurable in terms of meeting the criteria for good marketing communication objectives.

Question 8

Marketing a sports property requires a heavier emphasis on a push strategy than on a pull strategy.

Accepted Answer

Marketing a sports property actually requires a heavier emphasis on a pull strategy than on a push strategy. This is because sports properties have a pre-existing fan base and audience who are already interested in the product or service. Therefore, the goal of sports marketing is often to leverage this existing interest and draw consumers in through targeted advertising, public relations, and other promotional efforts that create a strong brand image and desire for the product or service. This is why pull strategies, which focus on creating demand and driving consumer interest, are typically more effective for sports marketing than push strategies, which involve direct sales tactics such as cold-calling or in-store promotions.

Question 9

Coordinating and integrating marketing communications is easier if a sports brand does the planning and some of the communications,but hires an advertising agency to create the specific advertisements.

Accepted Answer

Coordinating and integrating marketing communications can be more challenging when multiple parties are involved, as it requires aligning different strategies and messages across various platforms and teams.

Question 10

It is vital that brand consistency be maintained when sending messages across various types of media.

Accepted Answer

Brand consistency helps to build brand recognition and trust among customers. When the message is consistent across all types of media, it reinforces the brand's values and identity, creating a cohesive and recognizable image for the business. Therefore, it is essential to maintain brand consistency across all media channels.

Question 11

The Coca-Cola Racing Family is more than a promotional tactic,it is a program that brings Coca-Cola and NASCAR fans together in multiple channels,at the race track and away from the race track.

Accepted Answer

The statement accurately describes the Coca-Cola Racing Family program as a way to connect Coca-Cola and NASCAR fans in various channels, both at and away from the race track.

Question 12

For many sports,a new season should be treated like a new product since time has elapsed since the last game of the previous season.

Accepted Answer

A new season brings new players, new coaches, and usually new strategies. These changes make the sport slightly different from the previous season, so treating a new season like a new product can help teams and fans alike adjust to the changes and better understand what to expect.

Question 13

An effective pull marketing strategy involves using QR codes that allow consumers to access a special website or promotion offers.

Accepted Answer

QR codes can be scanned by consumers using their smartphones or other mobile devices, which then redirects them to a specific webpage or promotional offer. This makes it a powerful tool for pull marketing because it allows consumers to easily access information or discounts that are relevant to them, without the need for additional steps or effort.

Question 14

As consumers move from knowledge to affinity in the hierarchy model for sports,their relationship with the brand focuses more on feelings and emotions about the brand.

Accepted Answer

As consumers move up the hierarchy model for sports, their relationship with the brand shifts from mere awareness to knowledge, then to liking, preference, and finally affinity. At the affinity stage, consumers are emotionally attached to the brand, and their relationship with the brand is based on feelings and emotions. Therefore, the statement is true.

Question 15

A push strategy is based on the ability of brand communications to appeal to the end user to respond positively to the brand.

Accepted Answer

A push strategy is focused on getting the product or brand directly in front of the consumer, often through advertising or sales promotions, rather than appealing directly to the end user to respond positively to the brand.

Question 16

Setting communication and behavioral objectives is done with the understanding that pull strategies are the best at advancing customer relationships from awareness to purchase.

Accepted Answer

Setting communication and behavioral objectives is a broader strategy that can involve both pull and push marketing strategies. Pull strategies focus on creating demand and attracting customers, while push strategies involve directly promoting products to customers through various channels. The effectiveness of either approach in advancing customer relationships from awareness to purchase depends on the specific context and target audience, not on an inherent superiority of pull strategies.

Question 17

Communication objectives lay the foundation for integrated marketing communications to build customer relationships.

Accepted Answer

Communication objectives are crucial in developing and implementing effective integrated marketing communications that aim to establish relationships with customers. These objectives serve as a guide in creating consistent and relevant messaging across various communication channels to convey the brand's message and interact with the target audience.

Question 18

Integrated marketing communications is defined as the coordination and integration of a firm's domestic and international advertising campaigns.

Accepted Answer

Integrated marketing communications is defined as the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program designed to maximize the impact on customers and other stakeholders. This definition goes beyond just coordinating domestic and international advertising campaigns to include all forms of communication used by a firm.

Question 19

Marketing communications are the voice of the brand.

Accepted Answer

Marketing communications are the messages that convey the brand's values, benefits, and personality to its target audience. They serve as the voice of the brand by creating awareness, enhancing the brand image, and influencing customer behavior.

Question 20

Behavioral objectives seek to connect brand communications to customer responses that can directly or indirectly affect an organization's revenue.

Accepted Answer

Behavioral objectives are designed to achieve specific customer responses, which in turn can impact an organization's revenue. By aligning brand communications with these objectives, companies can drive desired customer behaviors and ultimately increase sales and revenue.

Quiz 8: Planning the Brand Storycommunications Strategy