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Q26. Marketing Communications Models

Kraft Foods Group, Inc., a major US marketer and distributor of packaged goods across the globe, has decided to introduce a new line of Velveeta Cheesy Skillets Dinner Kits in the next three months. The brand manager for this new line has heard of your experience in IMC and particularly your knowledge of different models that help to guide advertising strategy. The brand manager wants you to:
(a) Explain to her what the Hierarchy of Marcom Effects Model of marketing communications say about the stages in the marketing communications for a new product; and relate the information to her brand, not provide just generalizations;
(b Define for her what brand loyalty means, and list and describe three marketing activities that the brand could use to build customer (brand) loyalty; and
(c) Explain to the brand manager the differences between the Consumer information processing model (CPM) and the Hedonic, experiential model (HEM). In your response, describe how an ad for the new Velveeta product that was based on the CPM would be different from an ad that was based on the HEM.

Q27. Overview of IMC
Refer to the new product that is being launched by Kraft Foods Group, Inc. Assume that you have been asked by the brand to assist it with the development of a marketing communications strategy. Your task in this question is to advise the company on the brand-level marcom decisions that have to be made by Kraft Foods Group, Inc.
(a) Name three different fundamental decisions that were made for the brand, and in each case describe what decision was made; and
(b) Name three different implementation decisions that were made for the brand, and in each case describe what decision was made.

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Marketing Communications Models

Kraft Foods Group, Inc., a major US marketer and distributor of packaged goods across the globe, has decided to introduce a new line of Velveeta Cheesy Skillets Dinner Kits in the next three months. The brand manager for this new line has heard of your experience in IMC and particularly your knowledge of different models that help to guide advertising strategy. The brand manager wants you to:

(a) Explain to her what the Hierarchy of Marcom Effects Model of marketing communications say about the stages in the marketing communications for a new product; and relate the information to her brand, not provide just generalizations;

Marcom positioning goal is for consumers to interpret the messages exactly as intended. Communication process is looked at from the consumers perspective and the hierarchy framework outlines the marcom objective choice is dependent upon the target audience’s experience with the brand before initiating...
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