Chapter 13 - IMC, Advertising And PR Flashcards
Identify the components of the communication process
- Noise
- Sender
- Transmitter encodes message
- Communication channel
- Receiver
- Feedback loop
What are the four steps in the AIDA model?
Awareness
Interest
Desire
Action
Awareness
recognise that the brand name is a type of retailer/product/service
Interest
Is a product worth investigating
Desire
Customer should move from ‘I like it’ to ‘I want it’
Action
Acting on the interest by searching for or purchasing the product
What are the various integrative communications channels
Advertising Direct marketing media Email Public relations Websites Corporate blogs Social media
Describe the steps in designing and executing an advertising campaign
- Identify target audience
- Set advertising objectives
- Determine the advertising budget
- Convey the message
- Evaluate and select media
- Create ad
- Assess impact using marketing metrics
Identify three objectives of advertising
Informative
Persuasive
Reminder
Describe the different ways that advertisers appeal to customers
Informational
Emotional
Identify the various types of media
Television Radio Newspapers Magazines Internet Outdoors Direct marketing
Describe the elements of public relations toolkit
Publications Video and audio Annual reports Media relations Electronic media
Identify the various types of sales promotions
Coupons Deals Premiums Contests Sweepstakes Samples Loyalty programs Point of purchase displays Rebates Product placement
Explain the methods used to allocate the IMC budget
Objectives and task method
Rule of thumb method
Objective and task method
Determines budget required to undertake task
