Brand management and IMC

1: Marketing communications is an audience centred activity which attempts to encourage

Engagement

Communication

Market expansion

2: Potential target audiences for marketing communications are:

All stakeholders

Customers

Suppliers

Trade channel partners

All of them above

3: Primarily, marketing communications is:

a message interpretation activity

an engagement centred activity

a management process centred activity

an audience centred activity

4: What are the four elements used to scope marketing communications?

Planned, unplanned, product experiences, service experiences

planned, unplanned, employee involvement, service experiences

Planned, undeveloped, product experiences, message experiences

Developed, pricing range, product experiences, service experiences

5: Developed, pricing range, product experiences, service experiences

promoting high levels of recall

the development of brand values and provoking behaviour

features and benefits