Chapter 12 - Integrated Marketing Communications

Question 1

Push strategy

Answer 1

When marketers focus communication on the distribution channels Event marketing to gain support from retailers, distributors, and wholesalers

Example from pricing: how if HP wants to sell to more consumers, they reach out to Best Buy to tell them they want to give a promotion

Ex. McDonald’s promoting McDonald itself

Question 2

Pull Strategy

Answer 2

When marketers focus communication efforts on ultimate consumers build awareness, trial, and demand for a product.

Most of what we encounter

Try to capture consumers interests and try to “pull” us in

Stimulating demand

Ex. McDonald’s promoting frozen coke . Coca-Cola got McDonald’s to push this out to consumers.

Question 3

Designing Marketing Communications Programs

Answer 3

Push Strategy
Pull strategy

Question 4

Steps in Marketing Communication Process

Answer 4

1. Specify the IMC objectives - funnel + reach&frequency . Find objective in mind, take time.
2. Identify the target audience - customer touch points. Who we are talking to and trying to reach.
3. Set the promotional budget - determine how much they will cost in year on year basis, look at competitors.
4. Design the promotional program - product life cycle
5. Schedule and run the IMC elements
6. Exam,hate the program and recommend changes - metrics

Question 5

Customer Advocacy Tunnel

Answer 5

Arawesness
Interest
Engagement
Trial
Purchase
Loyalty
Advocacy

Question 6

Connected consumers

Answer 6

Affordable internet.
Canadians are among the most connects in the world.
Use of smart phones and social networks.

Question 7

Evolving Media

Answer 7

Streaming services

Traditional media are moving online (YouTube news, radio having podcasts, magazines have interactive websites.

Out of home being used as digital boards

Digital shifting to mobile

Question 8

Media usage

Answer 8

Changing habits toward digital devices

Question 9

Promotional Mix

Answer 9

The diverse media environment, a wide range of marketing communications tools are available.

These tools are the promotional mix.

Which tools you use depends on the objective of your campaign. We need to understand who our customer is and what our objectives are in order to know what tools we need.

Question 10

Traditional vs digital tools

Answer 10

Traditional: public relations, sales promotions, direct response, event sponsorship, product placements and branded entertainment, personal selling

Digital: ones that dint exist in traditional form, online marketing, social media marketing, mobile marketing

Question 11

What are the main three topics of the promotions mix

Answer 11

Advertising
Traditional
Digital

Question 12

Advertising & what ads can do

Answer 12

Paid form of media used for non personal (mass media) communication to consumers about organization, goods, service, or idea.

Ads can = inform, persuade, add value, remind, assist other company efforts

Question 13

Designing the advertisement

Answer 13

Usually focuses on key benefits that are importantly to a prospective buyer.
Message depends on the general form or appeal used in the ad and the actual works included in the ad.

Functional- what problem does this produce solve?
Symbolic- how does the product help express myself? Status, identity, belonging.
Experiential- what emotions or physical sensations does this product allow me to experience?

Question 14

Emotional appeals for ads

Answer 14

Fear appeals - cigarette package
Guilt appeal - charities and non profits
Sex appeal - more male driven.
Humorous appeal - showing they are better than competitors in a cheeky way

Question 15

Display advertising types

Answer 15

Tv and radio (broadcast)
Newspapers and magazines (print)
Billboards, etc (OOH)
Direct mail and email
display banner ads , search ads, social media ads, mobile ads (Digital)

Question 16

Factors that must be considered when Scheduling the advertising

Answer 16

Buyer turnover
Purchase frequency
Forgetting rate

Question 17

Three basic scheduling approaches

Answer 17

Continuous - steady
Flighting - intermittent (ex. Seasonal)
Pulse - burst

Question 18

Regulatory bodies

Answer 18

Ensure that advertising, promotions,a nod marketing practices are ethical, transparent, and comply with kegs, standards.

Vary by country.

Work to protect consumers, promote fair competition, and uphold integrity

Question 19

Marketing communication agencies

Answer 19

Agencies that focus on delivering integrated communication solution for brands

Ex. Social media agencies, public relations agencies, digital marketing agencies, etc.

Question 20

Media research companies

Answer 20

Collect, analyze, and provide data in consumer behavior, media consumption, and advertising effectiveness

Insights he,o marketers optimize campaigns and media spend

Question 21

Associations in marketing commissions industry

Answer 21

Benefits are standards and ethics, professional development, networking opportunities, advocacy, research and insights

Question 22

The media (owned, paid, and earned) in marketing communications industry

Answer 22

Owned: channels that a brand controls and owns. Ex. Websites, social media accounts, apps, email newsletters.

Paid: channels where a brand pays to promote its content or messages. Ex, digits, ads, traditional ads, influencer partnerships, sponsorship, display banners, etc.

Earned media: Publicly or exposure gained organically, typically through third parties. Ex. Media coverage, social media mentions and shares, reviews, word of mouth, etc.