Chapter 4 - The IMC planning process Flashcards
Communications research
Why do we do research for the IMC planning process?
To thoroughly understand the product and its potential buyers. Key insight regarding how, when, why and where consumers purchase or use products emerge from effective research.
What are the three primary approaches for research?
- Product specific research = identifies product characteristics that turn into selling points. Enhances understanding of the benefits of the product.
- Consumer oriented research = assists marketers in understanding the use of the product. (anthropological approach + sociological approach)
- Target market research = identifies the receivers of a communications message. Reveals best market for a benefit of a good or service, focus group.
What is the Anthropological approach within consumer oriented research?
Direct observation of consumers using the good or service.
What is the Sociological approach within consumer oriented research?
Analysis of social class issues, trends, and family life cycle changes.
What is Market Segmentation?
Dividing your target market into approachable groups. Identifying specific consumer and business groups that are most likely to purchase based on their needs, attitudes and interests.
What are the most common approach for market segmentation for consumers?
- Demographics (Age, gender, income, ethnicity)
- Psychographics (based on persons activities, interests and opinions)
- Generations
- Geographic (location)
- Geodemographic (combining 1, 2, 4)
- Benefits (advantages of product use)
- Usage (examines group based on purchases)
What are the groups within Psychographics?
- Innovators
- Thinkers
- Achievers
- Experiencers
- Believers
- Strivers
- Makers
- Survivors
What are the most common approaches for market segmentation for business-to-business?
- Industry (NAICS code)
- Size of business
- Geographic location
- Product usage
- Customer value
What is Product Positioning?
Summarizes the perception in the consumers mind in the nature of a company or brand and its product relative to competitors. Two elements stand out:
- Customer evaluation of the brand
- Brands standing compared to the competition
What approaches for positioning can we use?
- Product attributes
- Competitors
- Use or application
- Price-quality relationship
- Product user
- Product class
- Cultural symbol
- International positioning
What is a benchmark measure?
Starting point to be compared to with the degree of change following a promotional campaign.
What are the levels of IMC objectives?
- Market share = build customer traffic , encourage repeat purchases, enhance purchase actions, reassurance
- Total annual sales = increase sales in overall brand, specific products & campaigns.
- Profits = target/improve marketing expenses
- Return on investment = enhance and increase brand awareness
- Brand loyalty = enhance customer beliefs or attitudes, change beliefs or attitudes
- Position in industry = increase category demand via brand equity, improve image
What types of budgets do we know?
- Percentage of sales
- Meet the competition
- What we can afford
- Objective and task
- Payout planning
- Quantitative models (computer simulations that model the relationship between advertising or promotional expenditures with sales and profits)
What type of communication schedules do we know?
- Pulsating schedule = continuous advertising and communications throughout the year with bursts in intensity at specific times.
- Flighting schedule = communications only during peek times, like Christmas.
- Continuous schedule = Showing advertisements all year long.
What are the tactics used for a successful GIMC plan?
- Understand the international market
- Create a borderless marketing plan
- Think globally, act locally
- Local partnerships
- Communication segmentation strategies
- Market communication analysis
- Solid communications objectives
