How is the new check-out coupon system offered by 12 Digit ...

[nmorano1]

How is the new check-out coupon system offered by 12 Digit Marketing unique?
 a. It delivers coupons based on the particular brands a shopper has purchased.
  b. It delivers coupons for the sponsored brand when the sponsored brand is purchased.
  c. It delivers coupons for the sponsored brand when a competitor's brand is purchased.
  d. It allows marketers to deliver coupons to consumers who satisfy specific targeting requirements.
  e. It allows manufacturer to compete for the right to provide the coupon based on a scanned purchase.

Question 2

Explain the hierarchy-of-effects metaphor, and discuss why it is important for marketing communicators to understand it.

[TheNamesImani]

Answer to Question 1

e

Answer to Question 2

The hierarchy-of-effects metaphor implies that for marketing communications to be successful, the various marcom elements must advance consumers through a series of psychological stages. These types of models are all predicted on the idea that the marcom elements, if successful, move people form an initial state of unawareness about a brand to eventually purchasing that brand. Intermediate stages represent progressively closer steps to brand purchase, with the model given in the textbook establishing brand loyalty as the top step on the ladder. The initial imperative is to make consumers aware of the brand. However, that is not sufficient, so the next step is to instill in consumers an expectation of what benefits they will obtain from buying a brand. Consumers' expectations are based on how the brand has been positioned. To the extent that consumers develop expectations, they may undertake trial purchases. Sales promotions and advertisements sometimes work together to encourage trial purchases, often by influencing consumers to switch from brands they currently are purchasing. Upon trying a brand for the first time, the consumer will form beliefs about its performance, which then form the basis for developing an overall attitude toward the brand. Beliefs and attitudes are mutually reinforcing. Once brand-specific beliefs and attitudes are formed, subsequent marketing communications serve merely to reinforce these beliefs and attitudes. As longs as the brand continues to satisfy expectations and a superior brand is not introduced, the consumer may become a brand loyal purchaser, which is the ultimate objective.

It is important for marketing communicators to understand the hierarchy-of-effects because the objective for a brand's marcom program at any point in time depends on where on the hierarchy most consumers are located.