Chap 6: IMC

Question 1

The role of marketing communication

Answer 1

• to inform, persuade and remind customers about the brand/product.
• to represent the voice of the company, they are the means to build a dialogue and establish the customer relationship.
• for customers: learn who makes the product, what the brand stands for, and get an incentive for trial or use.

Question 2

8 major modes of the marketing mix

Answer 2

advertising, PR, personal selling, direct and database marketing, events and experience, mobile marketing, online and social media marketing

Question 3

8 steps to develop effective communication

Answer 3

Identify target market > Set objectives > Design communications > Select channels > Establish budget > Decide on media mix > Measure results > Manage IMC

Question 4

Critiques of marketing communication => Consumer heterogeneity

Answer 4

• Even if consumers can interact with brands, it doesn’t mean they have the ability and motivation to interact.
• Only some of the consumers want to be involved with only some of the brands in only some of the time.

Question 5

Integrated Marketing Communication (Kotler and Keller, 2016)

Answer 5

a planning process designed to ensure all brand contacts received by a customer for a product/service is relevant to that person and consistent over time.

Question 6

Integrated Marketing Communication (Schultz and Schultz, 1998)

Answer 6

a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, pervasive brand communication programs over time with consumers, prospects, etc.

Question 7

Why CIMC model? (Finne and Gronroose, 2017)

Answer 7

Customers have equally limitless information like companies, so there’s a need for the development of customer-centric communication model.

Question 8

How does CIMC model work? (Finne and Gronroose, 2017)

Answer 8

• 2 inner circles: how customers process messages that they are exposed to and register them. The impact of situational and temporal factors depends on the customers’ ecosystem.
• 2 outer circles: represent the customer ecosystem, which is the context of processing, and the origin of messages.

Question 9

Value-in-use … (Finne and Gronroose, 2017)

Answer 9

focuses on perceived customer value emerging from the use of a product. Or in another word, it’s the customers’ experience of value, not the marketer’s intended value of a message.

Question 10

Outside-in approach (Finne and Gronroose, 2017)

Answer 10

design the business’ process, tool and product based on what’s best for customers and meets their needs.

Question 11

7 criteria to develop an optimal IMC:

Keller, 2016

Answer 11

Coverage, Cost, Contribution, Commonality Complementary, Cross-effect, Conformability

Question 12

Conformability

Answer 12

Effective communication for different target market consumers with different sequences of exposure.

Question 13

Complementarity

Answer 13

Different associations and linkages are emphasized across communication options.

Question 14

Commonality

Answer 14

Information conveyed by different communications share the same meaning.
The more abstract the association to be created, the more likely it could be effectively expressed in different ways. (ex: Contemporary > Rich)

Question 15

Cross-effect

Answer 15

The coordinated communication options create main effects and interaction effects such that “1 + 1 = 3”

Question 16

Contribution

Answer 16

The “main effects” of ONE marketing communication option in terms of how it affects consumers’ processing of that communication and outcomes.

Question 17

Coverage

Answer 17

The % of the target market reached by each communication, and how much overlap exists.

Question 18

Barriers of effective IMC (Kliatchko and Schultz, 2014)

Answer 18

• Clients’ traditional mindsets, their resistance to change, and slowness to adapt to new realities in the digital age. (The tendency to buy a bulk of media space in advance before having a plan).
• Lack of well-trained industry talent with the necessary skill sets.
• Inadequate methods of measuring effectiveness.

Question 19

Four notions of IMC (Kliatchko and Schultz, 2014)

Answer 19

• Multiple channels and touchpoints to deliver messages
• Consumer centricity - the need for deep consumer understanding, consumer engagement and ongoing connection - conversation as a basis.
• Coordination and consistency of total communication solutions.
  Involvement of overall business process, not just marketing communications.

Question 20

Examples of IMC (red bull)

Answer 20

• “Red bull gives you wings” tagline at minimal TV commercials, animated sports.
• Viral marketing at small clubs, bars > convenience stores
• Give free drinks to students at campuses, streets
• Align itself with sports, athletes, events
• Annual event “Red Bull Air Race” test sanity level
• Website with interview, event, amazing feats video information