CH13: Integrated Marketing Campaigns Flashcards
integrated marketing communications (IMC)
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
horizontal integration
coordinating all relevant marketing actions with the communication campaign to achieve maximum customer impact
vertical integration
aligning communication objectives with the higher-level goals that guide the company’s overarching marketing strategy
internal integration
sharing the relevant information from different departments with the communication team to create an effective and cost-efficient campaign
external integration
coordinating a company’s communication activities with those of external collaborators
the 6 Cs of communications integration
- coverage
- contribution
- commonality
- complementarity
- conformability
- cost
coverage
the proportion of the audience reached by each communication option employed, as well as the amount of overlap among those options
contribution
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
commonality
the extent to which common associations are reinforced across communication options
complementarity
emphasizing different associations and linkages across communication options
conformability
the extent to which a marketing communication option works for consumers who are either new to or familiar with the message
cost
financial outlay to produce the marketing communication
advertising
any presentation and promotion of ideas, goods, services, and brands by an identified sponsor using paid media
strengths of TV advertising
- vividly demonstrate product attributes and consumer benefits
- portray user and usage imagery, brand personality, etc.
- tap a captive audience during live programming
drawbacks of TV advertising
- message and brand may be overlooked
- lots of clutter
- relatively expensive
the 3 major components of a print ad
- picture
- headline
- copy
in that order of importance
strengths of radio advertising
- pervasive
- flexible
- relatively inexpensive
- highly targeted
drawbacks of radio advertising
- lack of visual imagery
- consumer is relatively passive
the 4 types of place advertising
- billboards
- public places
- product placement
- point of purchase
strengths of online advertising
- trace effects based on unique visitors, clicks, etc.
- contextual placement
- place ads based on search engine keywords
drawbacks of online advertising
- consumers can screen out most messages
- ads can be less effective than they appear (bogus clicks)
- lost control over online messages via hacking/vandalism
native advertising
material that resembles the publication’s editorial content but is intended to promote the advertiser’s product
online communication channels
- company website
- microsites
- social media accounts
search engine optimization (SEO)
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
search engine marketing (SEM)
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
social media
means for consumers to share text, images, audio, and video information with each other and with companies, and vice versa
the 4 main social media platform types
- online communities/forums
- blogs
- social networks + influencer marketing
- customer reviews
influencer marketing
the use of a popular online figure to promote a product, service, or brand within his or her social media feed
the 4 distinctive characteristics of a mobile device
- uniquely tied to one user
- virtually always on
- allows for immediate consumption
- highly interactive
main reasons to sponsor events
- 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
word of mouth
consumers are likely to talk about products and services; viral marketing relies on word-of-mouth
publicity
securing editorial space to promote a company and its offerings; not paid (e.g. news stories, editorials, etc.)
advantages of publicity
- free
- credible
disadvantage of publicity
lack of predictable outcome
public relations
managing the overall reputation of the company and its offerings, while building relationships with the community
the 3 main functions of PR
- provide press coverage
- manage corporate communications
- engage in lobbying
popular PR media formats
- publications
- events
- news
- speeches
- public service activities
- identity media
the 3 core principles of packaging
- visibility
- differentiation
- transparency
