[MKTG1294-WS4] What we have learned so far?

What is 'Advertising' according to the first ad from MasterCard?

• Raising awareness about an issue

• Promotion of goods

• A strategic communication process

• Brand promotion

What is 'Branding' in the first ad of MasterCard?

• The creation of a 'inclusion' as an identity for MasterCard

• An item of MasterCard which is ready for sale

• The set of attributes or values of MasterCard

• The character of the credit/debit card product from MasterCard

Why Advertising is useful for MasterCard?

• Help the consumers see the values of MasterCard

• Helps consumers understand the meaning of MasterCard on functionality, symbolic, and social power

• Build a marketing presence and a cultural presence that is associated with MasterCard

• Help MasterCard stamp the brand identity on a market

What is 'IMC' for Heinz?

• A strategic process aimed at enhancing brand equity of Heinz

• Advertising experienced outside of the home (on Heinz's packaging)

• Placement of media works in unusual places you wouldn’t normally (Heinz's Ketchup)

• The relationship between Heinz and communication practitioners

Which are the IMC tools shown in the case study of Spinneys?

• Advertising

• Digital marketing

• Point-of-Purchase Display

• Public Relations

What are the variables of Target Audience Segmentation

• Demographic

• Geographic

• Psychographics

• Behavioral

• Benefits Sought

Why we need to segment when planning for campaign?

• To help understand the consumer's needs

• To better match between customer wants and product benefits

• To create better products/services

• To increase sales

In Spinneys's case study, Why does Research matter?

• To improve the effectiveness of communication

• To understand the competitors

• To understand the market/culture

• To know who the target audience of the brand is

• To create a compelling and meaningful message

What are the roles in a Communication Agency?

• Account Service

• Media

• Strategic Planning

• Creative

What are the components to look into when doing research in Communication?

• Target Audience

• Brand

• Market & Competitors

• Product Placement