Chapter 1 - The IMC foundation

Question 1

What is communication?

Answer 1

The process of transmitting, receiving and processing information

Question 2

What steps are used in communication?

Answer 2

1. Sender tries to capture attention
2. Encoding (creating the message)
3. Messages travel through transmission devices
4. Decoding (interpretation of message)
5. Receiver understands message as it was intended
6. Actions from receiver give feedback to senders

Question 3

What is integrated marketing communication (IMC)?

Answer 3

Process used to unify marketing communication elements to get a consistent message for a brand across all media outlets to reach target audience.

Question 4

What is a marketing mix?

Answer 4

Combination of components the organization can use to make a marketing strategy.

Question 5

What components are in a marketing mix?

Answer 5

Four P’s:
1. Product
2. Price
3. Place
4. Promotions

Extra:
5. People
6. Process
7. Physical evidence

Question 6

What are the steps of an IMC plan?

Answer 6

1. Current situation analysis (examination of current market situation of the firm)
2. SWOT Analysis (studying factors in internal and external environments)
3. Marketing objectives
4. Target market
5. Marketing strategies (positioning, differentiation and branding strategies)
6. Marketing tactics (day by day activities to support the strategies)
7. Implementation (execution of plan)
8. Evaluation of performance

Question 7

What trends are affecting marketing communication?

Answer 7

1. Financial pressures
2. Competition
3. Emphasis on accountability and measurable results (business owners don’t want to put a lot of cash into commercial that cost a lot and get little results)
4. Mobile marketing (creates personal attachment with a brand/product)
5. Integration of media platforms (content grazing, investigative spider webbing, quantum journey, social spider webbing)
6. Changes in channel power (reviews from audience can change perception of a product)
7. Increases in global competition
8. Increases in brand parity
9. Emphasis on customer engagement (engage at every contact point)
10. Focus on convenience marketing (making purchases simple and time-saving)
11. Cause related marketing and advertising (help create positive feelings about a brand)

Question 8

Why does integrated marketing work?

Answer 8

1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximizes impact

Question 9

What IMC components are used?

Answer 9

1. IMC foundation (IMC planning process, buyer behaviors, brand management)
2. Advertising (management, design, traditional media)
3. Digital, mobile and alternative (digital marketing, social media and alternative channels)
4. Selling components (database/direct response/personal selling, sales promotions, PR/sponsors)
5. Integration (regulation/ethics, evaluation)

Question 10

What is standardization in GIMC? (global IMC)

Answer 10

Using the same marketing strategy in different countries.

Question 11

What is adaptation in GIMC? (global IMC)

Answer 11

Creation of products and marketing messages designed for individual countries.

Question 12

What is Content Grazing? (integration of media platforms)

Answer 12

Using 2 devices for unrelated things, like TV + texting on phone.

Question 13

What is Investigative Spider-webbing? (integration of media platforms)

Answer 13

Checking specific content on multiple platforms, like watching football on TV + searching statistics on phone.

Question 14

What is Quantum Journey?
(integration of media platforms)

Answer 14

Focusing on completing a certain task, like ordering food on laptop + looking through reviews on your phone.

Question 15

What is Social Spider-webbing?
(integration of media platforms)

Answer 15

Sharing content/information across multiple devices, posting pictures form your laptop + texting friends to go and like that picture.