BC Flashcards
D
Explain why consumer behavior is the key to IMC strategy.
It helps identify what their customers’ needs and wants are as well as target segmenting their customers.
Describe the fundamental motivations behind consumer purchases.
Functional needs and psychological needs.
Psychological needs are the most basic human needs, including food, water, clothing, and shelter.
Functional needs: These needs focus on the essential functions or benefits that a product or service provides, rather than emotional or social considerations. the products durability, reliability, cost effectiveness, convenience.
Psychological needs
the most basic human needs, including food, water, clothing, and shelter.
Functional Needs:
These needs focus on the essential functions or benefits that a product or service provides, rather than emotional or social considerations. the products durability, reliability, cost effectiveness, convenience.
Why is the concept of perception so important in marketing communications?
Discuss cognitive dissonance
- a psychological phenomenon that occurs when a person experiences a conflict between their beliefs, attitudes, or values and their actions.
- It plays a significant role in marketing by influencing consumer behavior before, during, and after the purchase process, for instance
- After making a purchase, consumers may question whether they made the right choice
- Can occur during the decision-making phase, especially when consumers compare options.
Define market segmentation
identifies people with shared needs and characteristics.
What is the purpose of market segmentation
groups people into market segments according to their mutual interest in the product’s utility.
What are the four segmentation categories.
Demographics, Geographics,
Behavioristic, and Psychographics
What are demographics
age, race, gender (easiest way to group audiences)
What are Geographics
Where you live
What are pyschograpics
How you think (attitudes, lifestyles, values, personality, interests
what are Behavioristic
user status (how often you spend and what you buy), usage rate (light, medium, heavy), benefits sought (economy, convenience), Purchase occasion (regular, special)
Explain the target marketing process.
Select a target market from the market segment
Target a group that is most efficient and effective.
Use the 4Ps of marketing mix to shape a product concept for the market. (promotion, product, place, price)
Elaborate on the purposes of IMC research.
Primary data.
Data the company gathers (expensive and time consuming)
Secondary data
Secondary: existing data from other sources
Qualitative research
focus group is especially effective when used in market surveys. It’s more subjective. Focuses on people’s motives and beliefs.
Quantitative research
experiment, observation, survey. This provides hard data, statistics, numbers you can crunch and analyze.
Validity
refers to the accuracy and appropriateness of the research measures.
Reliability
refers to the consistency and stability of the research findings over time
List the characteristics of an effective questionnaire.
Start with easy questions
No leading questions
List specific objectives
Write a rough draft
Keep questions short
Short opening statement
End with demographics
Describe the important components of an IMC plan.
Discuss marketing objectives.
Marketing objectives: Sales target objectives and Communication objectives Sales target objectives: Sales volume,Gross profits ,Market share ,Distribution points. Communication objectives: Brand recognition ,Benefit understanding ,Positive attitudes,Buy intentions
Ch9 Media Strategy
Reach
the total number of unique individuals or households exposed to a particular advertising message during a specified time period.
Frequency
the average number of times an individual or household is exposed to the advertising message within a specified time frame.
Nonpersonal influences on consumer behavior include:
Environment, Time, Place of Sale
Shared characteristics categories (segmentation) include
Behavioristic, Demographic, Geographic, Psychographic
Last stage in the consumer decision process is
postpourchase evaluation
The first step in the consumer decision making process is
problem recognition
What type of analysis measures Values, Attitudes, and Lifestyles?
psychographic
Describe different types of advertising schedules and the purpose for each.
Flight
Pulsing
Continuing
Flight
a scheduling strategy that alternates between periods of running ads and periods of inactivity:
Pulsing
a marketing strategy that involves advertising a product consistently, but with periods of increased and decreased advertising
Continuing
provides goods or services to consumers on a continuous basis. The relationship continues until the customer ends it.
All marketing activities at a company are guided by a ________ that reflects and communicates careful strategy.
marketing plan
A company’s marketing plan is grounded in the
mission statement
What is a mission statement
a short description of the organization’s purpose and philosophy and includes what the organization stands for and how it accomplishes it.
Which components are included in an IMC plan?
Swot, target mix, imc mix, and objectives
Advertising schedules include:
Flighting, continuous, and pulsing
Emotional appeals are based on
emotions and feelings
Rational appeals are based on
logic and reasoning
