Chapter 8 Flashcards
What is the integrated marketing communications (IMC)?
“The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers and other stakeholders at a minimal cost.”
What are the communication tools in the concept of IMC?
- Advertising,
- PR/Publicity
- Customer service
- Direct marketing
- Personal selling
- Sponsorship
- Digital/social media
- Sales/promotion
What is the main point of the concept of IMC?
To create brand awareness and increase number of customers or accounts.
What are brand roles in the concept of IMC?
- Identity
- Image
- Promise
- Relationship
Why is the integrated marketing communications (IMC) used?
- Because of audience fragmentation people are scattered across various media
- There is a competition for consumer attention
- There is a need to maintain consistency in brand message and across media
- The most beneficial for company is synergy of communications (using different communication tools)
- Coordinating multiple agencies and departments is challenging
- IMC maximizes the impact on customers as it allows firms to reach, engage, and persuade an audience
What is the pull strategy?
A pull strategy is an ability of brand communications to appeal to the end users who then seek it out through channels where it is available.
Pull strategies involve the ability of the brand to appeal to the end user who then requests the product from channel members, thus pulling the product through the distribution channel.
What does the pull strategy consist of?
The pull strategy consists of:
* Advertising
* Public relations
* Sales promotions
* Direct marketing
* Targeted promotions
What is the push strategy?
A push strategy is an marketing approach that relies heavily on persuading channel members to take action.
Push strategy involves providing incentives to the channel members to sell the products to consumers.
What are the main characteristics of the push strategy?
- Encourages channel members to act (persuasion)
- Personal Selling: Relies heavily on salespeople - Building and maintaining relationships
- Ticket sales staff
- Direct response marketing (designed to elicit an immediate response from your target audience) e.g. go to a web page, make a call, place an order
- Sales promotions targeted to sales staff - motivate them to order your products
What is a dual strategy in the integrated marketing communications (IMC)?
Dual Strategy is a combination of both pull and push strategy. Marketing managers choose which suits the IMC plan best.
What are the criteria for IMC objectives (goals)?
They have to be:
* Specific
* Measurable
* Have Time frame
* Realistic
What are the communication objectives?
Objectives that lay the foundation for integrated marketing communications to build customer relationships.
What the communication objectives lay foundation to?
They lay foundation to build relationships by
* Exposure
* Knowledge
* Engagement
What is the goal of communication objectives?
Brand exposure
What are the brand communication tactics that are effective for accomplishing the early relationship states?
- Media advertising
- Sponsorships
- Social media