ASSIGNMENT

1- Of what does a brand’s image consist?
Brand image is based on links that consumer's make about specific brand , and the emotions and attitudes that they have toward it.

2- Identify two types of associations that a brand has?
Uniqueness and strenght

3-What does a brand attributes include?
Non product related and product related

4- Identify two non-product-related attributes?
Price and packaging

5-What does brand attributes mean?
Features or aspect of the advertised product or brand

6 - “The successful positioning requires a communication strategy that entices a single type of consumer need (functional, symbolic or experiential) True or false?
True

7-What does the consumer processing model (CPM) mean?
CPM: the consumer processing model
The information processing situqtionfqced by consumers and the corresponding communication imperatives for marketing communicators.
Stage 1:Being exposed to information
Stage 2:Paying attention
Stage 3:Comprehending attended information
Stage 4:Agreeing with comprehended information
Stage 5:Retainig accepted information in memory
Stage 6:Retrieving information from memory
Stage 7:Deciding from alternatives
Stage 8:Acting on the basis of the decision
From a CPM perspective , information processing and choice are seen as rationalcognitive, systematic, and reasoned. CPM consumer behavior are based on pure reason, cold , logical and rational.

8- What does the hedonic, experiential model (HEM) mean?
HEM: Hedonic Experiential Model
Explains how consumers process information when they are carefree and happy and confrontedwith the positives outcomes. From a HEM perspective views consumers processing of marcom message and behaviouras drivenby emotions in pursuit of fun, fantasies and feeling. HEM consumer's behaviour is based on pure passion , hot , spontaneous and perhaps even irrationale.

9- What are the three stages of adopting a new product?
Awarness- Trier - Repeater

10-What are the variables we should follow in the first stage, in the second stage and in the third stage?
Awarness: succesful introduction of new product requires free samples and coupons,trade shows and personal selling, advertising/distribution.
Trier: Lower prices, availability, cents-off-coupons, wide product distributionof retailer, trial of new product
Repeater: personal selling, advertising, price, distribution, and product satisfaction.

11- Identify three product-related characteristics that influence consumers’ attitudes toward new products?
Triability-Complexity-Observability

12-To undertand the Diffusion Proces, there are five adopter categories. Identify them?
Innovators, early adopters, early majority,late majority, Laggards.

13- What is a brand?
A brand is a company's particular offeringof a product, service or others consumption objects. Brands represent the focus of marcom efforts.

14- Explain the brand naming process?
1. Specify objectives for the brand name
2. Create canditate
3. Evalutae candidate names
4. Choose a brand name
5. Register a trademark

15- What is the role of a brand?
A brand represents a name, symbole, sign, term or design that portrays a specific seller or a group of seller or a specific product that help the consumer to differentiate it from other competitors.

Chapter 1 : Overview of integrated marketing communications and the Marcom process

I - The nature of marketing communication

* Marketing communication at the brand level

II- The integration of marketing communications

* What exactly is IMC?

* The payoff from IMC :The value of synergy

* Key IMC features

1) The customer represents the starting point of all marketing communications activities.

2) Brand managers and their agencies should be amenable to using various marketing

communication tools.

3) Multiple messages must speak with a single voice.

4) Build relationships rather than engage in flings.

5) Don't lose focus of the ultimate objective : affect behavior.

* Changes in marketing communication practices

- Reduced dependence on mass media advertising

- Increased reliance on highly targeted communication methods

- Heightened demands on suppliers

- Increased efforts to assess communications' return on investment

* Obstacles to implementing IMC

III- A model of the marketing communications decision making process

* Fundamental marcon decisions

- Targeting

- Positioning

- Setting objectives

- Budgeting

- A concluding Mantra

* Marcom implementation decisions

-Mixing elements

- Creating messages

-Selecting Media

- Establishing momentum

*Marcom outcomes

*Program evaluation

IV- Summary