Category: Writing

There are three key elements to be considered when CompanyOne conducts a digital brand analysis. These elements are:
1. Brand share 2. Brand audience 3. Brand and consumer alignment.
Fully explain the role that each of these elements plays in CompanyOne’s “digital brand analysis”.

How has the combination of the Bombas social mission, its “Bee Better” motto, the direct-to-consumer sales model, its Customer Happiness Team, and its promotional activities contributed to Bombas’s success?

mimic social simulation- BUHI BAGS
What was the most effective channel in promoting the bags and how did you come to this conclusion?
o What was the worst decision you made over the eight weeks and why?
o With the knowledge you have now, what three social media recommendations do you have for the company moving forward and why?

Coca-Cola Relies on App Annie to Help Amaze & Delight Its Customers
data.ai
“The use cases of what we use the App Annie dataset for are as diverse as the Coca-Cola customer base.” – Greg Chambers, Director of Innovation, The Coca-Cola Company
As one of the most recognized corporations in the world, The Coca-Cola Company offers over 500 brands to people in more than 200 countries and employs more than 700,000 people around the world. In addition to its namesake Coca-Cola drinks, just some of the company’s leading brands around the world include Dasani waters, Gold Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater and Zico coconut water. The company has built dozens of mobile apps, ranging from the mixology guide
Coca-Cola Freestyle
for consumers to
Coke Notify Service Request
for retailers to
Dasani Purefill
, an app designed to help college students stay hydrated via self-serve water stations.
The company was founded in 1892 and is headquartered in Atlanta, GA.
Challenges
All around the world, people consume The Coca-Cola Company’s products 1.7 billion times every day — about 19,400 beverages every second. Because many consumer interactions with the company’s brand occur in secondary outlets, such as grocery stores and stadiums, it’s particularly valuable to have accurate data that sheds light on the myriad marketing challenges and opportunities that come with being such a ubiquitous and multi-faceted brand.
Solution
Whether it is optimizing its own apps or partnering with retailers to optimize theirs, Coca-Cola relies on App Annie Intelligence to help it understand the digital landscape via actionable data. Armed with data from App Annie, Coca-Cola can gain an understanding of everything from keyword optimization to color schemes used in screenshots to media buys. App Annie data, Chambers notes, injects science into a variety of marketing strategies. “The use cases of what we use the App Annie dataset for are as diverse as the Coca-Cola customer base,” he says.
Results
App Annie’s data is a linchpin of the deep learning that propels Coca-Cola and its customers forward.
“We can manifest that understanding into getting our customers to add new features that engage consumers, into driving engagement in user bases in apps, and even in things like getting the perfect mobile ordering experience in food service,” says Chambers. Data from various sources can be used in concert, so Coca-Cola and its customers can drive great experiences for consumers and drive bottom line growth throughout the company’s distribution network.
Chambers believes that data and insights from App Annie is key to maintaining The Coca-Cola’s Company’s tradition of best-in-class marketing that has delighted consumers for generations.
“With insights and data from App Annie and the ability to work with the customers of Coca-Cola, we can move the marketplace in places that amaze consumers and drive really great experiences — and at the same time drive bottom line growth.”
QUESTIONS
?      Explain the background of Coca-Cola, and why is it such a relevant brand.
?      List down the various sister brands and companies under Coca-Cola.
?      Discuss the innovation strategies that the brand adopts
?      Explain the three significant apps launched by Coca-Cola
?      Summarize the challenges faced by Coca-Cola
?      Talk about App Annie Intelligence and its benefits.
?      Discuss how App Annie contributes to better customer engagement.
Considering the 4 P’s of marketing, summarise each P with advantages and disadvantages.

Simulation Learning Reflection – Marketing Research: Swift and Snug Furniture
Simulation Learning Reflection – Product, Branding, and Packaging: The Upcycled Dog
Topics Covered: IMC terminology, apply IMC strategies and identify steps in the IMC process.
• For each sim write one bullet point of what you learned from the sim.

Brands serve which following purpose?
They are a means of achieving emotional engagement with consumers.
They are markers to express social identities.
They are a means of differentiating products from one another.
All of the answers are correct.

Which of the following statements is true of direct marketing?
a. It is synonymous with direct mail.
b. It is seldom, if ever, used by companies that have an external sales force.
c. Traditionally, it has not been considered an element of the promotional mix.
d. The rapid growth of the Internet is discouraging the growth of direct marketing.
e. It is less direct when compared to mail-order catalogs.
An airline company set the following objective for its new advertising campaign: “To increase the percentage of consumers who know our fares are lower than the competitors” to 75 percent over the next six months.” Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.
a. It fails to utilize the IM process.
b. It does not specify a well-defined target audience.
c. It is not a concrete statement of what message the airline wants to communicate.
d. It does not contain a benchmark starting point and the degree of change sought.
e. It does not specify a specific time period for accomplishing the objective.
According to James O. Peckham, which of the following statements provides a good rule of thumb for a company setting the advertising budget for a new product?
a. Its advertising budget should be equal to that of the largest market shareholder in the product category.
b. Its advertising budget should be less than that needed to maintain the desired market share.
c. Its advertising budget should be as much as the firm can afford.
d. Its advertising budget should be twice the desired market share.
e. Its advertising budget should be 10 percent greater than the average budget planned for the entire payout period.
Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as fear appeals.
a. humor
b. conditional
c. refutational
d. comparative
e. fear
Inroads Enterprises has been working with Advertising Innovators to review competition in various market segments, noting demand trends. They have recognized that their view of the marketplace as one large homogeneous group of customers is limiting their growth. Advertising Innovators recommends that Inroads tailor their marketing to meet the needs and demand trends of different market segments.
a. marketing channels
b. media mix
c. competitive advantage
d. market segmentation
Which of the following factors creates a positive relationship between advertising and sales?
a. the extent of selective retention
b. the market share of the company
c. the recruitment plans
d. the corporate structure
e. the basis for product differentiation
Flash Parcel Service (FPS) built its advertising campaign around the slogan, “Our business quality speaks the language of speed.” Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has:
a. adopted an undifferentiated strategy.
b. engaged in positioning with cultural symbols.
c. employed product class positioning.
d. employed geographic segmentation.
e. used a repositioning strategy.
Jaden is making a push to shift some of his company’s communications budget to mobile, but is met with resistance from his team, who all have different ideas about what they are trying to accomplish with the communications budget, so they are not using objectives to plan or make decisions. Which of the following statements characterizes the reason for resistance from Jaden’s team?
a. They want to increase emphasis on data-driven marketing spending.
b. They believe mobile spending is tactical, not strategic.
c. They disagree as to what the specific objectives should be.
d. They believe in behavioral targeting.
e. They recognize the value of specific objectives for their integrated marketing communications program.
Marketers of products such as mustard, paper towels, and batteries:
a. must use personal-selling strategies in order to make a sustainable marketing program.
b. must avoid sales promotions and publicity.
c. must opt for high-involvement advertising strategies.
d. must use slogans, symbols, and visual image personalities to promote their products.
e. must avoid using mass-media advertising strategies.
Which of the following is a similarity between publicity and advertising?
a. Both are not directly paid for by the company.
b. Both involve nonpersonal communication to a mass audience.
c. Both are run by an unidentified sponsor.
d. Both are nonpaid forms of communication.
e. Both frequently provide an opportunity for immediate feedback.
Which of the following factors makes a positive relationship between advertising and sales?
a. the extent of selective retention
b. the market share of the company
c. the recruitment plans
d. the corporate structure
e. the basis for product differentiation
When Procter & Gamble, Unilever, PepsiCo, Google, and Nestle assign each product/service or brand to a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance, these companies are using a decentralized system.
a. decentralized
b. centralized
c. finance
d. product
When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of the principles of classical conditioning.
a. dissociative behavior.
b. cognitive learning.
c. repetition.
d. operant conditioning.
e. classical conditioning.
Publicity is always under the control of an organization, so the organization can make sure it is positive.
True or false
Which of the following statements is true about account services?
a. It provides the creative team with in-depth storyboards.
b. It is a research department in the advertising agency that helps make the advertising message for the client.
c. It is the link between the advertising agency and its clients.
d. It is an in-house service for the advertisement agency that is independent of its clients’ obligations.
e. It is an advertising agency that solely provides media space and time.
Joy purchased a 1980s home with all the original appliances. She is struggling with the current state of her kitchen appliances and her vision of an ideal updated kitchen. This gap between what she has and what she wants is:
a. attitude formation.
b. information search.
c. problem recognition.
d. purchase decision.
e. perception.
Which of the following is an incorrect statement about integrated marketing communications?
a. Having one agency in control of the entire IMC process achieves greater synergy among the communications program elements.
b. IMC often results in greater economies of scale.
c. An IMC agency that has all marketing operations in-house is usually perceived as best in breed.
d. IMC agencies make it convenient for the client to coordinate all of its marketing efforts through one agency.
e. One challenge to successful IMC is a lack of people with the requisite broad perspective and skills to make it work.
The concept of advertising expenditures producing long-term rather than immediate results is known as the carryover effect.
a. mirror-image effect.
b. carryover effect.
c. low-involvement effect.
d. communication effect.
e. halo effect.
Which of the following statements is true about effective communication?
a. Effective integrated marketing communications is usually nonpersonal in nature.
b. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
c. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
d. Effective communication is unaffected by the reception environment.
e. The visual nature or color characteristic of an ad has no impact on the effectiveness of communication.
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.
a. Brand extension
b. Brand identity
c. Brand evangelism
d. Brand engagement
e. Brand differentiation
Sales promotion includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
a. Public relations
b. Publicity
c. Direct marketing
d. Sales promotion
e.
Why are principles of operant conditioning useful in the development of promotional strategies?
a. They show that experiences with products provide reinforcements that affect future purchase behavior.
b. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior.
c. They explain consumer behavior in both high- and low-involvement situations.
d. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.
e. They explain the cognitive processes that mediate a consumer’s response to advertising.
Product, price, promotion, and place are the four Ps of the marketing mix.
a. print
b. people
c. privilege
d. place
e. package
From a promotional planning perspective, it is important that marketers determine which type of response process is most likely to occur.
a. avoid using an integrated marketing communications program.
b. avoid using broadcast and print media strategies.
c. eliminate the need for the trial stage in the response process.
d. determine which type of response process is most likely to occur.
Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by mass-media advertising.
a. mass-media advertising.
b. publicity.
c. direct marketing.
d. sales promotion.
Developing strong brands begins by doing an environmental scan for opportunities.
a. doing an environmental scan for opportunities.
b. understanding why consumers buy a brand.
c. examining the brand’s strengths and weaknesses.
d. developing a great name and logo.
e. doing market research.

Question: Does the RH strategy work only for high-end/prestige products or are there elements of its approach that would be appropriate for retailers at all price levels? Choose one of your favorite retailers and discuss how that company could best apply the approach that RH is using.
Please answer above question based below case study:
MANAGEMENT DECISION CASE
Restoration Hardware—Using the Brick-and-Mortar Store as a “3D Catalog”
The Internet has been a major disruptive force in modern retailing, helping bring about the demise of numerous familiar stores in your local mall: The Limited, American Apparel, Wet Seal, Aeropostale, and Pacific Sunwear, to name a few. Even stalwart Macy’s has closed at least 100 of its stores. While most retailers have rushed to embrace e-retailing as their future, interestingly Restoration Hardware (or RH, as it likes to be called) is not ready to write obituary for its brick-and-mortar presence.
To the contrary, it is utilizing an array of rather “traditional” retail marketing approaches, including one that may seem to some like a relic of retailing’s past.
RH is a luxury brand offering home furnishings, lighting, décor, bathware, and a variety of other products clearly targeted to an upper-income clientele. Visit its stores and you can pick up a nice linen couch for $7,000 or perhaps a crystal chandelier for $9,000. You can also find a selection of decorative drawer pulls, faux fur throws, and even some affordable plush toys for under $50. RH has decreased its total number of stores, but then has “doubled down” on the remaining ones by renovating them into big, beautiful galleries located in renovated historic buildings. These 45,000-square-foot stores are filled with natural light and include cafés where you can enjoy a latte or a Bellini cocktail while you contemplate just which French steamer trunk you want to purchase. One store even has a wine cellar! And of course, child care will also be provided.
Particularly fascinating about RH is how it views its retail spaces—not as stores, but rather as galleries or showrooms, where customers can get inspiration and style guidance. CEO Gary Friedman’s vision is to “reinvent physical retail” with these elaborate new stores and a broader set of services. RH’s emphasis on the service experience puts it in a league with retailers like Apple, where customers get to see, touch, and try out all the latest Apple products. According to one retail consultant, these new RH showrooms serve as a kind of “giant 3D real-time catalog.”
And RH knows a thing or two about catalogs. It is famous (some would say infamous) for its annual catalogs called Source Books. One year, it sent out a shrink-wrapped set of 13 different books weighing in at a reported 17 pounds and three thousand pages. These are not your grandpa’s Sears catalogs—rather, they are more like fashion magazines, with high-quality photography throughout. Rather than timing the mailing of these catalogs with seasons, RH gives customers the whole source book of products all at once so that it can be referenced throughout the entire year.
In another break from tradition, the chain is implementing a loyalty card with a blanket discount for members and no regular promotional sales. The RH Grey Card costs $100 per year, but provides members with a 25 percent savings on all full-priced purchases (there are still clearance sales). Ninety percent of RH revenue now comes from Grey Card members, and since its implementation RH has seen growth in the average order size. The company also expects margins to grow due to deferred memberships and renewals from the program’s current members. It also expects additional new members to join every year.
But perhaps RH’s most striking departure from current “mainstream” retail strategic thinking is the lack of priority they place on Internet sales, which is near heresy in today’s market where e-commerce rules. Although approximately 37 percent of its business comes via the web, CEO Friedman insists that RH’s business is “not about the Internet.” Rather than competing with other retailers through websites (where it is difficult to differentiate by size and quality), RH leverages its extravagant physical retail spaces (and its stylish source books) to strategically differentiate its brand in the marketplace. Friedman sums up his feelings about Internet-obsessed retailers as follows: “Make no mistake, many retailers find themselves in a race to the bottom, a race we at RH have chosen not to join.” Recent RH sales numbers show an increase in “same store sales,” but not as great as in past years. So it remains to be seen whether the firm’s contrarian approach is one that will have long-term positive profit impact, and also whether any other retailers will embrace a similar swim upstream from convention to lure customers away from their laptops and smartphones and back into brick-and-mortar stores.

(1?) Which of the following are external, and help you foresee what you may be facing in the industry? O
Strengths and weaknesses O Weaknesses and opportunities 0 Strengths and threats 0 Opportunities
and threats
(:3 True or False: You are 7 times more likely to be found on LinkedIn with a profile picture. 0 True 0
False
? If you are a student, how should you describe yourself with your LinkedIn headline? O None of these
options. O The internship or current job that you have. O How you want to be found by a potential
employer. O As a student at your current school. O hard worker in search of a job.
(?) What is a great way to become an active participant on LinkedIn and Twitter? O Invite people to
connect O Find and join LinkedIn groups O All of these options O Post regular status updates O Use
visuals

Communication process:
1. Information source:
2.Encoding:
3.Message channel
4.Decoding
5.Receiver.
6.Feedback
7.Noise
Question: a) Describe the steps
b) Example of how cultural difference can affect the final mesage