12 Integrated Marketing Communication IMC Flashcards
What is the IMC concept?
Companies coordinate their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organisation and its products.
What are IMC campaigns?
They simplify communication and develop strategies that are connected and relationship-focused. These strategies help to combine communication tools, techniques, messages and media channels that the target audience prefers.
What is the role/goal of Marketing Communications?
Show or tell customers how and why and where and when a product is used.
Marketing communications is the “voice” of the brand and allow marketers to inform, persuade and remind costumers directly or indirectly.
Benefits of IMC
+ Reduce costs by standardized communication messages
+Create synergies between the use of communication tools
+Strengthen competitive advantage
+Increase knowledge of customer preferences and choices
What are the 6 core tasks to create an IMC campaign?
Corporate marketing
Marketing communication
Client agency relationship
Consistency in messages
Media coordination
Planning approach
5 core elements of IMC
Message (rational/,emotional)
Tools (Advertising, sales promotion, digital promotion, …)
Media (Print, Internet, Broadcast, …)
People (Agencies, Planners, …)
Context (Industrial, Consumer, Public Sector)
Look at the simple model of communication in your gallery
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Look at model of direction of communication flow in pull-positioning strategies
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Look at process of direction of communication flow in push positioning strategies in your gallery
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What are tools for IMC: Promotion communications mix and describe them.
Advertising: Meet advertising goals
Personal selling: For B2B, high technology items
Direct marketing: Mail, Social Media
Digital promotions: Connecting via Internet or Social Media
Sales promotion: incentives to consumers or the trade that are designed to stimulate purchase
Public relations: Objectives e.g. Prestige and reputation
Sponsorship: Financial support given by an sponsor in exchange for promotional benefit
Look at consumer and trade promotions in your gallery
Look at an organization and its publics in your gallery
What is a sponsorship and its 3 key roles?
Financial support given by a sponsor to create promotional benefits
Key roles:
The sponsor
The sponsored entity
The consumer
What are the 5 considerations on the choice of the promotional mix?
Resource availability
Market size
Customer information needs
Product characteristics
Push vs Pull strategy
