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Mktg Management > CH13: Integrated Marketing Campaigns > Flashcards

CH13: Integrated Marketing Campaigns Flashcards

1
Q

integrated marketing communications (IMC)

A

an approach to managing a communication campaign through a coordinated use of different communication tools that work in concert and reinforce one another to enable the company to achieve its strategic goals

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2
Q

horizontal integration

A

coordinating all relevant marketing actions with the communication campaign to achieve maximum customer impact

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3
Q

vertical integration

A

aligning communication objectives with the higher-level goals that guide the company’s overarching marketing strategy

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4
Q

internal integration

A

sharing the relevant information from different departments with the communication team to create an effective and cost-efficient campaign

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5
Q

external integration

A

coordinating a company’s communication activities with those of external collaborators

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6
Q

the 6 Cs of communications integration

A
  • coverage
  • contribution
  • commonality
  • complementarity
  • conformability
  • cost
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7
Q

coverage

A

the proportion of the audience reached by each communication option employed, as well as the amount of overlap among those options

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8
Q

contribution

A

the inherent ability of a marketing communication to elicit the desired response from consumers, and to exert communication effects on them, in the absence of exposure to any other communication option

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9
Q

commonality

A

the extent to which common associations are reinforced across communication options

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10
Q

complementarity

A

emphasizing different associations and linkages across communication options

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11
Q

conformability

A

the extent to which a marketing communication option works for consumers who are either new to or familiar with the message

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12
Q

cost

A

financial outlay to produce the marketing communication

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13
Q

advertising

A

any presentation and promotion of ideas, goods, services, and brands by an identified sponsor using paid media

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14
Q

strengths of TV advertising

A
  • vividly demonstrate product attributes and consumer benefits
  • portray user and usage imagery, brand personality, etc.
  • tap a captive audience during live programming
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15
Q

drawbacks of TV advertising

A
  • message and brand may be overlooked
  • lots of clutter
  • relatively expensive
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16
Q

the 3 major components of a print ad

A
  • picture
  • headline
  • copy
    in that order of importance
17
Q

strengths of radio advertising

A
  • pervasive
  • flexible
  • relatively inexpensive
  • highly targeted
18
Q

drawbacks of radio advertising

A
  • lack of visual imagery
  • consumer is relatively passive
19
Q

the 4 types of place advertising

A
  • billboards
  • public places
  • product placement
  • point of purchase
20
Q

strengths of online advertising

A
  • trace effects based on unique visitors, clicks, etc.
  • contextual placement
  • place ads based on search engine keywords
21
Q

drawbacks of online advertising

A
  • consumers can screen out most messages
  • ads can be less effective than they appear (bogus clicks)
  • lost control over online messages via hacking/vandalism
22
Q

native advertising

A

material that resembles the publication’s editorial content but is intended to promote the advertiser’s product

23
Q

online communication channels

A
  • company website
  • microsites
  • social media accounts
24
Q

search engine optimization (SEO)

A

activities designed to improve the likelihood that a link for a brand ranks as high as possible in the order of all nonpaid links when consumers search for relevant terms; think of it as website optimization

25
Q

search engine marketing (SEM)

A

activities whereby the company pays search engine companies to be featured in the results of particular keyword searches that serve as a proxy for the consumer’s product or consumption interests

26
Q

social media

A

means for consumers to share text, images, audio, and video information with each other and with companies, and vice versa

27
Q

the 4 main social media platform types

A
  • online communities/forums
  • blogs
  • social networks + influencer marketing
  • customer reviews
28
Q

influencer marketing

A

the use of a popular online figure to promote a product, service, or brand within his or her social media feed

29
Q

the 4 distinctive characteristics of a mobile device

A
  • uniquely tied to one user
  • virtually always on
  • allows for immediate consumption
  • highly interactive
30
Q

main reasons to sponsor events

A
  • To identify with a particular target market or lifestyle
  • To increase the salience of a company or product name
  • To create or reinforce perceptions of key brand image associations
  • To enhance corporate image
  • To create experiences and evoke feelings
  • To express commitment to the community or on social issues
  • To entertain key clients or reward key employees
  • To permit merchandising or promotional opportunities
31
Q

word of mouth

A

consumers are likely to talk about products and services; viral marketing relies on word-of-mouth

32
Q

publicity

A

securing editorial space to promote a company and its offerings; not paid (e.g. news stories, editorials, etc.)

33
Q

advantages of publicity

A
  • free
  • credible
34
Q

disadvantage of publicity

A

lack of predictable outcome

35
Q

public relations

A

managing the overall reputation of the company and its offerings, while building relationships with the community

36
Q

the 3 main functions of PR

A
  • provide press coverage
  • manage corporate communications
  • engage in lobbying
37
Q

popular PR media formats

A
  • publications
  • events
  • news
  • speeches
  • public service activities
  • identity media
38
Q

the 3 core principles of packaging

A
  • visibility
  • differentiation
  • transparency

Mktg Management (21 decks)

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