2 Introducing IMC Flashcards
define consumer perspective
asks how consumers engage, and respond to marketing communication and how it can be meaningful to us
define managerial perspective
asks how marketing communicators can serve the brands who pay for it
define societal perspective
asks how marketing communicators operate within a wider social context
-does imc influence wider society or merely reflect it? or is it more complicated ?
three concepts that are key to our understanding of IMC
1. functionality
2. symbolism
3. social power
define functionality
- functionality : advertised brands often have a function (a car tyre, toaster, burglar alarm etc) but their functionality is only one aspect that advertising promotes
three concepts that are key to our understanding of IMC
1. functionality
2. symbolism
3. social power
define symbolism
brands are symbols with cultural meaning that extend far beyond their functionality
three concepts that are key to our understanding of IMC
1. functionality
2. symbolism
3. social power
define social power
brand meanings wield important social power; brands can be social activists
integration of IMC and advertising occurs on two terms, what are these?
media integration and creative integration
what are the 3 keys to a successful imc campaign
- planning
- strategy
- creativity
what is media integration
campaigns are aired across multiple media channels and platforms to achieve the necessary audience reach
what is creative integration
brands identity, values and creative themes must run through all media executions so that consumers are not confused about brand value/themes
what does PLANNING entail in regard to a successful IMC campaign
- conduct and translate research to help define target market segments, uncover decision drivers, develop messaging and appeal etc.
- sets up the strategy
what does STRATEGY entail in regard to a successful IMC campaign
- Analyze the various channels for effectiveness in reaching the target audience
-work with both planning and strategy
what does CREATIVITY entail in regard to a successful IMC campaign
- package the messaging into channel-successful media types that will resonate with varying target segments
- design deliverables necessary for various strategy executions using skills like photography, video, graphic design, writing etc.
what is the transactional model of communication useful for
- illustration of some potential barriers to effective communication
- advertising transmission is one way only (source to receiver)
- the meaning and message are supposed to be the same
what does AIDA stand for
attention interest desire action
what does AIDA mean
(A) attention: the consumer becomes aware of the brand product or service
(I) interest: the consumer develops a deeper interest
(D) desire: the consumer starts imagining product in their everyday use
(A) action: the consumer is ready to purchase
What are some limitations of AIDA
- draws on a false analogy between personal selling and mediated advertisement
- assumes purchase is always the intended purpose
- assumes ads must get consumers conscious attention
- carries same assumptions/limitations as the transactional model of advertising communication
what is socio cultural theory?
- consider ads to be social texts to be read/meaningful symbols
- advertising as a social form of communication that operates on symbolic and cultural levels (using signs & symbols to communicate implicit meaning/values).
types of marketing firms
- traditional
- digital
- hybrid
benefits of hiring a marketing firm
- expert advice
- save time
- fill skill gaps
- accesses advanced marketing tools
when to hire a marketing agency
not meeting goals
can’t keep up with competition
looking to scale or try new strategies
