Chapter 14: Integrated Marketing Communications Flashcards
integrated marketing communications
IMC is the promotion dimension of the 4P’s
channels and tools in integrated marketing
electronic media: internet blogs, text messages, social media
advertising: print, television, radio, outdoor
personal selling: sales calls, telemarketing
sales promotion: coupons, deals, premiums, samples
communicating with consumers: the communication process
noise from the environment is what prevents you from getting the message
senders/companies
transmitters: encode messages
failures of the communication process
humour gone wrong
message off the rails
ford: extra large boot and berusconi
nivea: ‘white is purity’ clean deodorant
how consumers perceive communication
receivers decode messages differently
senders adjust messages according to the medium and receivers’ traits
marketers must remember that they do not have control over the decoding process, because each receiver decodes the message in his or her own way
decoding the message
each receiver decodes a message in his or her own way, which is not necessarily the way the sender intended
steps in planning an IMC campaign (7)
identify target audience
set objectives
determine budget
convey message
evaluate and select media
create communication
assess impact
steps in planning an IMC: identify target audience
campaign success depends on how well the advertiser can identify its target audience
research is conducted
information gathered sets tone of advertising and media selected
steps in planning an IMC: set objectives
all marketing communications aim to achieve certain objectives: to inform, persuade, and remind customers
can be obtained through: pull or push strategy
steps in planning an IMC: determine budget
how much money do you want to spend?
considerations:
role that advertising plays in their attempt to meet their overall promotional objectives
expenditures cary over the course of the product life cycle
nature of the market and the product influence the size of the budget
(budgets) objective and task method
set communication objectives first, then determines the cost of achieving the objectives
(budgets) competitive parity
budget based on firm’s market share
(budgets) percentage of sales
fixed percentage of forecasted sales
(budgets) affordable budgeting
money available after accounting for operating costs and profits
steps in planning an IMC: convey message: value proposition
unique selling proposition:
appeal: rational vs emotional
unique selling proposition:
differentiate a product by communicating its unique attributes
often becomes the common theme or slogan of the entire campaign
(chipotle “you decide what’s inside”)
appeal: rational vs emotional
rational: helps the consumer make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis okay the key benefits it provides. more cognitive and persuade rational thought
emotional: persuade by triggering an emotional response
Puffery
a statement you make that many people don’t believe
steps in planning IMC: evaluate and select media
media planning: refers to the process of evaluating and selecting the media mix
media mix: the combination of the media used and the frequency of advertising in each medium
media buy: the purchase or airtime or print pages
mass and niche media: mass media reach anonymous audience, nice media reach smaller more targeted audience
determining the advertising schedule
continuous: ads that run all the time
flighting: often used for seasonal goods, seasonal adds only show during their schedule
pulsing: a combination of the two, used by firms who have certain fluctuations in their demand and need to increase advertising during the periods of high or low demand
steps in planning IMC: create communication
adds attempt to make maximum use of the medium’s ability to deliver the message
communications:
creativity plays a major role in the execution stage
creativity should not overshadow the message
the execution style must match the medium and objectives
the type of medium determines the execution style
steps in planning IMC: assess impact
**on final definitely
results: measuring IMC success
-understand desired outcome at outset
-short-term or long-term
should be explicitly define and measured:
frequency, reach (the % of target audience), and the gross rating points (target market/audience = %), web tracking
