ch 14/15 Flashcards
Goal of IMC
Consistent, clear, compelling company and brand messages
Steps of Developing Effective Marketing Communications (6)
- Identify target audience
- Determine communication objectives
- Design message
- Choose media
- Select message source
- Collecting feedback
Marketing Communication Objectives (3)
Inform
Persuade
Remind
Push Strategy
Actively promotes products to retailers and wholesalers
Pull Strategy
Promotes directly to customers by creating demand
Mindset when Determining Communication Objectives (6)
awareness -> knowledge -> liking -> preference -> conviction -> purchase
Rational, Emotional, and Moral Appeal
Ration: Self-interest
Emotional: Stir up negative or positive emotions related to a purchase
Moral: Audience’s sense of right and proper
Opinion Leaders vs Buzz Marketing
Opinion Leaders: Social influence on others due to their skills, knowledge, personality, etc.
Buzz Marketing: Getting opinion leaders to spread the word about product/service to their communities
Reach
Measure % of people in target audience who are exposed to the ad campaign in X amount of time
- ad reached 1 million people in geographic segment
Frequency
Measure of how many times the avg person in target audience is exposed to the message
- ads appeared on a person’s feed 3 times
Impact
Qualitative value of message exposure through given medium
- increased website traffic derived from an ad
Factors for choosing type of major media (4)
- Media habits of target audience
- Nature of the product
- Type of message
- Cost
Advertisement vs Sales Promotion
Advertisement: form of non-personal presentation & promotion of ideas, goods, or services by an identifies sponsor
- REASONS TO BUY
Sales Promotion: short-term incentives to encourage purchase of product or service
- REASONS TO BUY NOW
Affordable Budget Method
Sets budget for promotion at an affordable level
- ignores effect of promotion on sales
% of Sales Method
Sets budget for promotion at a certain % of current / predicted sales
- views sales as a cause of promotion as opposed to the result of promotion
Competitive-Parity Method
Sets the budget for promotion to match competitor
- industry standard
- avoid promotion wars
Objective-and-Task Method
Sets budget from promotion based on the objectives of the firm
- estimating costs
