ADV 3105: IMC Flashcards
It is dividing the target market into smaller groups based on common demographic characteristics such as age, gender, income, education, occupation, nationality, religion, and more.
Demographic Segmentation
It is composed of a mixture of tech-oriented individuals and creative advertising professionals. They do everything from building websites and improving SEO ranking to organizing, manage social media campaigns, as well as creating mobile apps, bidding for keywords, or using Google analytics.
Digital Marketing Agencies
It is pre-recorded video and live transmission.
Streaming
It focuses on gathering information about consumer attitudes, feelings, likes, emotions, beliefs, and behavior.
Qualitative Research
It is when companies or organizations involve their products or services with audiences and consumers in indirect or subtle ways
Brand Visibility
It is all about collecting data that accurately reflects and describes the situation with numbers. Cold, hard facts. Rows and columns of numbers. Tables and charts.
Quantitative Research
It is a type of market segmentation that groups prospective customers based on their location where they live.
Geographic Segmentation
Its purpose is to gain a better understanding of buyer behavior, including a perspective of how, when, and why purchase decisions are made.
Qualitative Research
It is the humanized part of marketing that conects business, technology, and consumers. Personal contact includes word of mouth, opinion leaders, store greeters, sales force, and direct sellers.
Personal Contact
It uses analytical abilities to recommend the most cost-efficient combination of programs, publications, and content channels for clients.
Media-buying Services
It consists of attention-grabbing headline combined with a persuasive message or promotional offer.
Email Marketing
It is a category of usage segmentation that identifies how often a customer returns to buy a product or service, and quantifies the rate of usage
Purchase rate
“To send the right _______ to the right ______ at the right _______ in the right ______ for the right ________. Anything less is not true IMC.”
message, people, time, place, reason
It offers complete spectrum of IMC services. Clients are usually large corporations. These are sophisticated and knowledgeable, usually charge high prices.
Full-service Agency
It is an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans, advertisements, and other promotional tools. The agency also purchases advertising space and time in various media on behalf of different advertisers, or sellers (its clients), to find customers for their goods and services.
Advertising Agency
It is a target audience considered as the segmentation profile with a moderate probability of purchase.
Secondary Profile
It is a research method that involves using already existing data. This data is summarized and collated to increase the overall effectiveness of research.
Secondary research
This type of segmentation involves how consumers use a brand and why they purchased it.
Purchase / Usage Segmentation
Help everyone in the industry during the process of planning and implementing IMC.
Suppliers and Technology
These are mid-size corporations and family businesses often form their own advertising or promotion agency. They focus on the writing, design, and production of creative materials, especially brochures, direct mail pieces, catalogs, and newspaper advertisements.
In-house Agency
These are software applications designed to run on mobile devices such as phones, tablets, or smartwatches.
Mobile Apps
It gathers facts about the size of the market, number of competitors, leading brands, and details about recent trends or challenges that are emerging.
Industry Research
Its primary purpose is distributing press releases, interacting with representatives of mass media, and managing a client’s image.
Public Relations Agencies
It is a strategic method for motivating potential buyers to immediately purchase a product or service.
Sales Promotion
It uses the same type of signal as cable television, but the content moves through the internet.
Streaming
It is to develop, maintain, protect, and improve the perception of a brand, company, organization, or individual among a diverse group of separate audiences.
Public Relations
Offers opportunity to connect customers and/or brands
Media
It gets into looking at the physical characteristics and composition of a product or service.
Product Research
Theses are hired to assist a corporation, organization, or individual to develop a name, logo, visual appearance, and psychological image for a new product or service.
Branding Agencies
Help advertisers to create ads
Agencies
It is a research method that relies on direct data collection. It is
any type of research that you undertake yourself, firsthand.
Primary Research
It concentrate on a single area of business or market expertise.
Industry Specialist
It does not create advertisements or promotions. The purpose is to evaluate different media choices, combinations, and cost-efficient alternatives
Media-buying Services
It is a target audience considered as the segmentation profile of people with the highest probability of purchasing a brand within a product category.
Primary Profile
This develops IMC programs that motivate consumers and businesses to respond to incentives and special offers.
Promotional Agency
An agency that concentrates on a particular lifestyle, age group, or gender
Demographic Agency
Advertising focused and intended for non-profit organizations such as charities, educational institutions, religious institutions, hospitals, and cultural organizations.
Non-Profit Advertisers
It is the place where people initially discover and learn the most about a company, its philosophy, and products.
Brand Website
Advertising is a form of _________ created for a ___________, targeted at a _________, requiring _______ for ________ delivered through a _________.
persuasive communication, specific purpose, particular audience, payment, messages, proprietary medium
Advertising targeting individual decision-makers in national or
local governments. It reaches out to an exclusive audience:
government.
Government Advertisers
It is a category of usage segmentation that the specific events or times when customers decide to buy, make a purchase, or use a product or service.
Purchase occasion
It provides valuable data about existing customers and potential buyers, as well as insights into their actions and behavior.
Consumer Research
It is a category of usage segmentation that identifies the purchase motivation for selecting a particular brand.
Reason for purchase
Purpose is to influence or modify existing attitudes and beliefs of individuals and groups by either stimulating an immediate action or precipitating a long-term change in behavior.
Advocacy Advertisers
This method of segmenting consumers is a collection of several
sociological, psychological and anthropological attributes: personality, lifestyle, values, attitudes, behavior, and culture.
Psychographic Segmentation
It is a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and that combines these disciplines to provide clarity, consistency, and maximum communication impact.
Integrated Marketing Communication
It is a category of usage segmentation that includes first-time buyers, brand switchers, brand loyal, and not interested
Buyer status
Advertising that is focused and directed at domestic markets
such as individual consumers and families, rather than businesses.
Consumer Advertisers
Mediums used to send the advertising message.
Digital Platforms
It is a form of persuasive communication created for
a specific purpose , targeted at a particular
audience, requiring payment for messages
delivered through a proprietary medium.
Advertising
It is the process of dividing a large market into smaller groups of customers who have similar needs, preferences, or characteristics.
Segmentation
It specializes only in the graphics, illustrations, and copywriting for advertising and other IMC materials. It could be one person, a group of talented people with different creative skills, or an organized company with management and typically handles projects or assignments for many different clients.
Creative Focus Agency
Advertising that is directed toward other businesses or companies, not consumers. It is also called Industrial Advertising as it involves raw materials and equipment to businesses that are manufacturing other products and services.
B2B Advertisers
These are at the epicenter of digital marketing. It is the hub, the centralized point, and the beginning location for customer engagement and interaction.
Brand Websites
