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Principles of Marketing Management > 8. Integrated Marketing Comunications > Flashcards

8. Integrated Marketing Comunications Flashcards

1
Q

Priming 3

A
  • Pre-encoding
  • Preparing for message reception
  • Identifying signs/symbols that resonate
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2
Q

Framing 4

A
  • Encoding
  • Language
  • Culture
  • Using signs/symbols in the message that resonates
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3
Q

Interpretation 3

A
  • decoding
  • message reception
  • interpretation through familiarity of language and signs and symbols
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4
Q

Attitudes 4

A
  1. Shape consumer behaviour
  2. Persuasive communication without changing attitudes
  3. Les attitudes basées sur la consommation de produit réelle seront tenues plus fermement que ceux par l’exposition de produit indirecte
  4. Affective ( feelings) -> Cognitive (beliefs) -> Conative (behavioural intentions) -> Behaviour
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5
Q

Corporate communications

A
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6
Q

Marketing communications

A

The use of communications towards customers, consumers and prospects with the explicit purpose of influencing those groups towards a purchase

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7
Q

Integrated Marketing Communications

A

IMC is a concept of marketing communications planning that recognises the added value of a comprehensive plan and combines communications disciplines to provide clarity, consistency and maximum communications impact

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8
Q

Aspects of Integrated marketing communications 3

A
  1. #### Dialogue
  2. Positioning
  3. Cognitive response
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9
Q

•Dialogue

A
  • multi-way communications are stimulated.
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10
Q

Positioning

A
  • how the communications of the organisation affect all offerings in the opportunity set.
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11
Q

Cognitive response

A
  • receivers are viewed as active problem solvers and they use marketing communications to help them in their purchasing.
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12
Q

Why integrated marketing communications? 4

A
  1. #### More personalised, technology-driven marcoms approach
  2. #### Consistent messages from all promotional tools
  3. Key visual triggers should be replicated across the range of promotional tools
  4. Above-the-line and below-the-line communications should be consistent
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13
Q

Role of Marcoms in Market Transactions 4

A
  1. DRIP affect of marcoms
  2. Promotional element in marketing mix
  3. Refers to activities that result in shared meanings between buyers and sellers
  4. Building and maintaining brand equity
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14
Q

DRIP affect of marcoms 4

A
  1. Differentiate products and services
  2. Remind and reassure customers and potential customers
  3. Inform
  4. Persuade targets to think or act in a particular way
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15
Q

Integrated marketing communications 5

A

1. Target audience

  • Marketing strategy determines segmentation, targeting and positioning​​​

2. How to reach them

  • The channel/s or delivery media

3. When

  • Seasonality
  • Time of day/week

4. Where

  • Where the target audience is most likely to see the message

5. Why

  • Building a strong relationship with consumer – brand loyalty
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16
Q

Integrating Marketing Communication Tools 4

A
  1. Personal Selling
  2. Sales Promotion
  3. Public Relations
  4. Advertising
17
Q

Examples of promotion objectives 3

A
  1. Informative (Awareness) Objective
  2. Persuasion (Attitudinal) Objective
  3. Reminder Objective
18
Q

Setting the Promotion Budget​ 4

A
  1. Percentage of Sales
  2. Affordability
  3. Matching Competition
  4. Objective & Task
19
Q

Selection Criteria 4

A
  1. #### Degree of control required over delivery of the message
  2. Financial resources available
  3. Level of credibility
  4. Size and geographic dispersion of target audiences
20
Q

Communication Objectives 6

A
  1. What needs to be achieved
  2. How
  3. Message
  4. Through what channel
  5. Measurability
  6. DAGMAR
  • Defining Advertising Goals Measuring Advertising Result
21
Q

IMC Planning Process 5

A
  1. #### Start with the customer
  2. Use any and all forms of contact
  3. Achieve ‘synergy’
  4. Build relationships (brand loyalty)
  5. Affect behaviour
22
Q

Foote, Cone and Belding Grid

#

A
23
Q

Advertising Objectives 7

A
  1. #### Awareness
  2. Reminder to use
  3. Changing attitudes toward use of a product form
  4. Changing perceptions about importance of brand attributes
  5. Changing beliefs about brands
  6. Attitude reinforcement
  7. Corporate and product line image building
24
Q

Sales promotion objectives 9

A
  1. Improve sales of existing product
  2. Encourage repeat purchase by current users
  3. Encourage trial by new customers of existing products
  4. Pre-empt competitive marketing communications
  5. Counteract competitive marketing communications
  6. Increase product usage
  7. Encourage brand loyalty/discourage brand switching
  8. Facilitate collection of customer database information
  9. Compliment other marketing communications pull factors
25
Q

Public relations objectives 5

A
  1. #### Building brand awareness
  2. #### Create interest
  3. Provide information
  4. Stimulate demand
  5. Reinforce brand values
26
Q

Personal selling objectives 5

A
  1. #### Building brand awareness
  2. Information on new product offerings
  3. One to one communication
    • High involvement decision so sales personnel crucial to decision-making
  4. Provides detailed information
  5. Build long term relationship
  6. Building brand loyalty
27
Q

Changing marcoms environment 7

A
  1. Media proliferation and clutter
  2. Decrease in traditional message effectiveness and credibility
  3. Increasing effectiveness of techniques other than advertising
  4. Increase cost and decrease in effectiveness of mass media communications
  5. Increase in media and audience fragmentation
  6. Increase in parity or ‘me too’ products/increased competition
  7. Decrease in cost of database marketing/shift in information technology
28
Q

AIDA : Delivering the message

A
  1. Awareness
  2. Interest
  3. Desire
  4. Action
29
Q

What is Content Marketing?

A

The creation of content with the intention of:

  • distributing it
  • engaging with it
  • attracting with it

Content functions in a multitude of ways:

  • Increasing visibility.
  • Encouraging backlinks for SEO, and social shares.
  • Optimising the website for long tail keywords that are harder to target through the website’s static pages.
  • Generating new customers or clients.
30
Q

Advantages of Digitally Networked World 6

A
  1. ##### The syndication of information
  2. Increasing returns to scale of network products
  3. The ability to efficiently personalise and customise market offerings
  4. Disintermediation and restructuring of distribution channels
  5. Global reach
  6. 24/7 Access, and instantaneous delivery
31
Q
A

Principles of Marketing Management (9 decks)

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