Marketing Communications: Key Concepts for Brand Strategy
Anthropomorphism in Brand Communication
Anthropomorphism expands and develops special relationships between consumers and brands by injecting intentions, behaviour, and emotions into specific brands. (Xinyi Jin/Min Quan)
Marketing strategies incorporate anthropomorphic elements into brands and make them or their products perceived in the minds of consumers as living beings.
Levels of Anthropomorphism
- External Level 1: How it looks (age/gender)
- Internal Level 2: What it is like (personality)
- Social Level:
Strategic Communication and Research Framework for Business
E-Governance Principles, Models, and Implementation
SMART Governance
The main goal of E-Governance is to provide SMART government.
- Simple: Makes government services easy and accessible.
- Moral: Helps reduce corruption and misuse of power.
- Accountable: Government activities can be monitored.
- Responsive: Provides quick response to citizens.
- Transparent: Makes government information and processes open.
Thus, E-Governance helps create a SMART, efficient, and citizen-friendly government.
Traditional vs. E-Governance
| Traditional Governance | E-Governance |
|---|---|
| Paper-based | Digital- |
Mastering Sales Promotion and Digital Marketing Strategies
Advantages of Sales Promotion
- Immediate Sales Boost: It creates an urgent call-to-action, motivating hesitant consumers to buy immediately rather than delaying their purchase decision.
- Inventory Clearance: It helps retailers and manufacturers quickly liquidate older stock, seasonal inventory, or excess products to free up warehouse space.
- Encourages Trial Among Non-Users: A price drop reduces the financial risk for consumers, making them highly willing to try a new brand instead of their usual choice.
International Marketing and Brand Strategy Essentials
Strategic Frameworks
PESTEL: A framework that analyzes the external environment of a market: Political, Economic, Social, Technological, Environmental, and Legal. It helps companies identify opportunities, risks, and cultural differences.
ERPG Framework: A model used in international marketing focusing on Entry, Resource Allocation, Performance, and Growth.
Market Segmentation and Consumer Types
Segmentation: The process of dividing a market into smaller groups with similar characteristics. Types include:
Read MorePrinciples of Marketing: Core Concepts and Frameworks
Part A: Compulsory Questions
Each short note carries 2 marks. Answers should be brief, precise, and definition-focused.
1(a) Definition of Marketing
Marketing is a comprehensive, customer-centric process of identifying, anticipating, and satisfying customer needs and wants profitably. According to Philip Kotler, “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.
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