Read the summary and the most important questions on Marketing Communications A European Perspective | 9781292135762 | Patrick De Pelsmacker; Maggie Geuens; Joeri Van Den Bergh

• 1 Integrated communications

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• Of how many layers does the product tool of the marketing mix consist?

  3 = core product, tangible product, augmented product.

• What is the augmented product?

  Gives the tangible product more value and customer appel. The ''service layer''. Prompt delivery, installation, service are included.

• Where does IMC stand for?

  Integrated marketing communications

• What is the goal of IMC?

  To influence or directly affect the behaviour of the selected audience.

• 2 Branding

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• What is a trademark?

  The legal designation indicating that the owner has exclusive use of the brand.

• Which 3 different categories of brands can be distinguished?

  1. Manufacturer brands: developed and marketed by the manufacturers.
  2. Own-label brands: marketed by wholesalers or retailers, no link with manufacturer.
  3. Generic brands: indicate the product category, brandless products which are sold at the lowest price.

• What are 2 disadvantages of line extension?

  1. Loss of clear positioning.
  2. Risk at cannibalisation.

• What is corporate branding?

  The name of the company is used for all the company's products. Often used with bank and insurance companies. It is relatively inflexible.

• What is a disadvantage of multi-branding?

  Individual brands cannot benefit from the leveraging effect of existing brands.

• What are some dual branding strategies?

  1. Endorsement branding: two brand names of the same company are used, one of them serving as a quality label or endorsement.
  2. Ingredient branding: a brand of a basic ingredient of the product is mentioned next to the actual product's brand name: ABN-AMRO = MoneyYou.
  3. Co-branding: two or more brands are simultaneously presented on one product.