Chapter 4 Flashcards
Steps of the IMC Planning Process
- Communications research
- Use research to find target market
- Product positioning
- Determine objectives
- Create a budget and plan the IMC components
*usually an 18-month process
Primary approaches used in communications research (3)
- Product-specific research
-key selling points
-desirable features - Consumer oriented research
-context of product usage
-anthropological approach
-sociological analysis
-psychological motives - Target market research
-identifies feasible market segments
For a market segment to be viable, what tests should it pass?
-the individual or business within the segment must be homogenous (they must all have something in common)
-must be different from the population as a whole and distinct from other segments (can’t target everyone)
-must be large enough to be financially viable (can the target audience afford the product)
-must be reachable (e.g. targeting baby foods to babies doesn’t make sense)
Demographic segmentation
targeting based on demographics such as age, gender, income, ethnic background, education, or family life cycle
Psychographic segmentation
targeting based on a person’s activities, interests, or opinions
*VALS used to describe psychographic groups
Product Positioning
a means of differentiating a product from the competition in the mind of the target audience
“The ____ one”
*when developing a position, ask what is the single most compelling thing that sets my product apart”
Different approaches to positioning
-product attributes
-competitors
-use or application
-price/quality
-product user
-product class
-cultural symbol
Marketing communication objectives
-market share
-brand loyalty
-increase or develop awareness
-change attitudes
-drive repeat purchases
-motivate customers to buy
What are communications budgets based on?
-percentage of sale
-meeting the competition
-what we can afford
-objective and task
-payout planning
-quantitative models
Flighting schedules
an advertising schedule in which communications are present only at peak times during the year
e.g. Peleton and Weight Watchers around the new year when people have resolutions
Continuous schedules
an advertising schedule that involves level amounts of spending and messages throughout the year
Pulsating schedules
an advertising program that is continuous throughout the year with bursts of higher intensity at specific times
e.g. Target ads throughout the year but more around back to school and Black Friday
Factors within the external environment
-costs vs benefits of search
-motivation to search
-ability to search
VALS (8)
describes groups of different values and lifestyles (BEAST SIM)
-believers
-experiencers
-achievers
-strivers
-thinkers
-survivors
-innovators
-makers
Positioning Statement Components
-to these people
-product position- the ___ one
-that gives you x so you can feel y
-that’s because: we have this data to back it up
target segment components
-benefit usage segment name that describes what a particular group is seeking
-demographic
-psychographic to describe their AIO
Anthropological Approach
direct observation of the consumer using the good or service in different settings
Sociological Analysis
analysis of social class issues, trends, and family life cycle changes
Psychological Motives
motives for product purchases, such as feeling powerful or intelligent
