Chapter 10: IMC & Advertising Flashcards
- Advertising
- Sales Promotion
- Publicity
- Sponsorship
- Direct Marketing
- Exhibitions
- Product Placement
- Guerrilla Marketing
- Ambient Marketing
Offline Communications Techniques
Overall range of promotional techniques.
Promotional Mix
- Resource Availability & Cost of Promotional Tools
- Market Size & Consideration
- Customer/firm information needs
- Product characteristics
- Push VS. Pull Strategies
Factors impacting Promotional Mix
Brings the product to the consumer.
Push Marketing
Brings the consumer to the product.
Pull Marketing
The system by which companies’ co-ordinate their
marketing communications tools to deliver a…
CLEAR, CONSISTENT, CREDIBLE & COMPETITIVE
…message about the org. and its products.
Integrated Marketing Communications (IMC)
- Marketing Strategy
- Positioning Strategy
- Comm. Decisions
- Execute _____ Strategy
- Evaluate _____ Strategy
Stages in Developing an IMC Campaign
- Set Comm. Objectives
- Create message platforms
- Outline promotional mix
- Set promotional budget
- Select external agencies
Steps of Communications Decision Stage of IMC Campaign
- Co-op. w/ people from media
- Create an ad. dep.
- Work w/ ad. agency
- Use in-house staff
Four Alternatives for Campaign Development
Any communication with the intent and/or effect of promoting a product, service, idea/concept, brand, or other entity (real or imagined).
Advertisement
- Define objectives
- Setting Budget
- Message Decisions
- Media Decisions
- Execute Campaign
- Evaluate Effectiveness
Developing Advertising Strategy
Translates an organization’s basic value proposition into an advertising platform. The use of words, symbols, and illustrations to communicate to a target audience using some media.
Advertising Message
The aspect of the seller’s product (and such an ad. campaign) that is most persuasive & relevant to a target consumer.
Advertising Platform
Choice of
prime media, i.e. press, TV,
radio etc.
Media Class
Choice of particular
newspaper, magazine, poster site
etc.
Media Vehicle
Used to assess a campaign’s effectiveness
once it has run
Post-testing
KPI
Key Performance Indicator
- Image/attitude change
- Actual sales
- Other financial measures (Cashflow)
KPI of Effectiveness for Advertisments
- Increased impulse purchasing
- Rising cost of ads. and ad. clutter
- Shortening time horizons
- Competitor activities
- Measurability
Reasons for popularity of Sales Promotions
- Media
- Finance
- Employees
- Customers
- Suppliers
- Distributors
- Government
- General public
Shareholders
The management of communications and relationships to establish goodwill and mutual understanding between an organization and its shareholders.
Public relations
The communication of a product or business by
placing information about it in the media without paying for time or space directly.
Publicity
A business relationship between a provider of funds,
resources, or services and an individual, event, or org. which offers in return some rights and association that may be used for commercial advantage.
Sponsorship
