Chp 14: integrated marketing communications Flashcards
LO1: define integrated marketing communications
represents the promotion dimension of the 4Ps; encompassing a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and digital media - in combination to provide clarity, consistency, and maximum communicative impact
LO1: what does IMC provide firm
best means to reach target audience with desired message, and enhances the value story by offering clear + consistent message
LO1: 3 components of IMC
consumer/target market, channel/vehicles through which message is communicated, evaluation of results of communication
LO1: 7 steps in communication process
1) sender
2) transmitter
3) encoding
4) communication channel
5) receiver
6) noise
7) feedback loop
LO1: define sender
firm from which an IMC message originates; sender must be clearly identified to the intended audience
LO1: define deceptive advertising
representation, omission, act or practice in advertisement that is likely to mislead consumers acting reasonably under the circumstances
LO1: define transmitter
agent or intermediary with which the sender works to develop the marketing communications
LO1: example of transmitter
firm’s creative department or advertising agency
LO1: define encoding
process of converting sender’s ideas into a message, which could be verbal, visual or both
LO1: define communication channel
medium - print, broadcast, internet - that carries the message
LO1: define receiver
person who reads, hears, or sees and processes the info contained in the message or advertisement
LO1: define decoding
process by which receiver interprets sender’s message
LO1: 2 points to receiver step
1) Sender hopes person receiving it will be the one for whom it was originally intended
2) decoding occurs
LO1: define noise
any interference that stems from competing messages, a lack of clarity in message, or flaw in the medium; a problem for all communication channels
LO1: 1 point to noise
Any difference between encoding (what sender intends to say) and decoding (what receiver hears) is likely due to noise
LO1: define feedback loop
allows receiver to communicate with sender and informs sender whether message was received and decoded properly
LO1: 1 point to feedback loop
Feedback can include customer’s purchase of items, complaint or compliment, redemption of coupon/rebate, etc
LO1: process of communication
1) Sender (firm) -> transmitter encodes message -> communications channel (media) -> receiver (consumer) decodes message
2) Noise going to all parts
3) Feedback to sender (firm) and from receiver (consumer) decoding message
LO1: 2 ways consumers perceive communication
1) receivers decode messages differently
2) senders adjust messages according to medium and receivers traits
LO1: 2 points to receivers decode messages differently
1) Different people shown same message will often take different meanings from it
2) Sender has little control over what meaning any individual receiver will take from the message
LO1: 1 point to senders adjust messages according to medium and receivers traits
Marketers make adjustments to their messages and media depending on whether they want to communicate with suppliers, shareholders, customers or general public
LO2: list steps in planning IMC campaign
1) identify target audience
2) set objectives
3) determine budget
4) convey message
5) evaluate and select media
6) create communication
7) assess impact
LO2: 2 points to identify target audience
1) Firms must keep in mind that target audience may not be same as current users of product
2) Conduct research to identify target audience and use that info to set tone for advertising program and help them select media they will use to deliver message to that audience
LO2: 4 points to set objectives
1) Advertising objectives derived from overall objectives of marketing program and clarify specific goals the ads are designed to accomplish
2) objectives/goals are crucial since they serve as standard against which success of failure is measured
3) All marketing communications aim to inform, persuade and remind customers
4) Overarching strategy for objectives is push vs pull, but also consider nature of market (consumer vs business), nature of product (simple vs complex) and stage of product life cycle
LO2: short term objectives
generating inquiries, increasing awareness, promoting trial
LO2: long term objectives
increasing sales, market share, customer loyalty
LO2: 4 budget methods
1) objective and task
2) competitive parity
3) % of sales
4) affordable budgeting
LO2: define objective and task budgeting method
communication budget is set based on cost of specific tasks required to achieve stated communication objectives
LO2: 2 points to objective and task budgeting methods
1) Process entails setting objectives, choosing media and determining costs for each product or service
2) Limitations: can be difficult to identify specific tasks that will achieve the objectives and as a result is most difficult method
LO2: define competitive parity budgeting method
method of determining communications budget in which firm’s share of communication expenses is in line with its market share
LO2: 2 limitations to competitive parity budgeting method
1) prevents firms from exploiting unique opportunities or problems they confront in market
2) if all competitors use this method to set budgets, their market shares will stay approx the same over time
LO2: define % of sales budgeting method
based on fixed % of forecasted sales
LO2: 2 limitations of % of sales budgeting method
1) assumes % used in past or by competitors is still appropriate for firm
2) does not take into account new plans (eg to introduce new line of products in current year)
LO2: 1 point to % of sales budgeting method
Since everyone needs to eat, grocery stores can use small % for this
LO2: define affordable budgeting
based on what is left over after other operating costs have been covered.
LO2: 3 points to affordable budgeting
1) Marketers forecast sales and expense (excluding communication) during budget period. The difference between forecast sales - expense + desired profit is applied to communication budget.
2) Limitation: assumes communication expenses do not stimulate sales and profit & generally results in underspending and may not accomplish sales objectives
3) Often used by small firms
LO2: what to consider in advertising
Firms must consider role advertising plays in attempt to meet overall promotional objectives, and expenses vary over course of PLC with higher spending during introduction phase, less money spent on advertising in B2B marketing contexts than B2C
LO3: explain step 4: convey message
Determine key message to communicate to target audience + what appeal would most effectively convey message.
LO3: 3 points to the message
1) Provides target audience with reasons to respond in desired way
2) Starting point is tout key benefits of product/service
3) Should communicate product’s problem solving ability in clear and compelling fashion
4) unique selling proposition
LO3: define unique selling proposition
strategy of differentiating a product by communicate its unique attributes; often becomes common theme or slogan of entire advertising campaign
LO3: 1 point to selling proposition
Selling proposition must be unique to brand, meaningful to consumer and sustainable over time
LO3: 2 types of appeals
1) rational
2) emotional
LO3: define rational appeals
helps consumers make purchase decision by offering factual info and strong arguments built around relevant issues that encourage consumers to evaluate brand favourably on basis of key benefits it provides
LO3: 2 points to rational appeals
1) Appeals to consumers sense of reasoning, logic, learning
2) Example: vacuum cleaner picks up 99% of dirt
LO3: define emotional appeal
aims to satisfy consumer’s emotional desires rather than utilitarian needs
LO3: 2 points to emotional appeals
1) Use emotion to create bond between consumer and brand
2) Image of tears is used but also sex appeal, need for affiliation, need for guidance (betty crocker), need for attention (cosmetics), fears (before and after for weight loss)
LO4: define media planning
process of evaluating and selecting media mix that will deliver a clear, consistent, compelling message to the intended audience
LO4: define media mix
combination of media used and frequency of advertising in each medium
LO4: define media buy
purchase of airtime or print pages
LO4: explain choice of media
Media time generally largest expense in advertising budget, decision must be made carefully
LO4: 3 steps of choosing media
1) mass vs niche media
2) choosing right medium
3) determine advertising schedule
LO4: define mass media
channels such as national newspapers, magazines, radio, tv, that are ideal for reaching large numbers of anonymous audience members
LO4: define niche media
channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests
LO4: 2 points to niche media
1) Example: cable tv, direct mail, speciality magazines
2) In some cases, can offer advertisers opportunity to change or personalize their messages (response cards with subscriber name on it, change to reflect local differences like climate or preferences)\
LO4: 7 types of mediums for media
1) tv
2) radio
3) magazines
4) newspapers
5) digital
6) out of home
7) direct marketing
LO4: 2 steps to tv
1) Benefit: wide reach, incorporates sound + view
2) Disadvantage: high cost, multitude of channel and program options may increase awareness of competitor’s products
LO4: 3 steps to radio
1) Benefit: relatively inexpensive, selectively targeted, wide reach
2) Downfall: no video, which limits presentation; consumers give less focused attention; exposure periods short
3) Good for grocery store or fast food because consumers listen to radio on way to store. Reaches consumers at crucial point of decision making.
LO4: 2 points to magazines
Benefit: very targeted, subscribers pass along to others
Downfall: relatively inflexible, long lead times
LO4: 2 points to newspapers
Benefit: flexible, timely, can localize
Downfall: expensive in some markets, ads have short lifespan
LO4: 2 points to digital
Benefit: can be linked to detailed content, highly flexible + interactive, allows for specific targeting
Downfall: becoming diluted, ads may be blocked by software
LO4: 2 points to out of home
Benefit: relatively inexpensive, offers opportunities for repeat exposure
Downfall: not easily targeted, placement problems in some markets, exposure time short
LO4: 2 points to direct marketing
Benefit: highly targeted, allows for personalization
Downfall: costs can vary depending on time of direct marketing used, direct mail more expensive than newer media
LO4: define advertising schedule
specifies timing + duration of advertising
LO4: 3 types of advertising schedules
continuing, flighting, pulsing
LO4: define continuing advertising schedule
runs steadily throughout the year and therefore is suited to products/services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising
LO4: define flighting advertising schedule
implemented in spurts, with periods of heavy advertising followed by periods of no advertising
LO4: what products is flighting ad schedule good for
For products whose demands fluctuates, like sunscreen
LO4: define pulsing ad schedule
combines continuous + flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods
LO4: 3 points to step 6: create communication
1) Message + appeal are translated creatively into words, pictures, colours, music
2) Don’t let creativity overshadow the message
3) Ad must attract audience attention, provide reason for audience to spend time viewing it, accomplish what is set out to do
LO4: what is difficult for creating communication
Print ad can be difficult because it is a static medium: has no sound, no motion, only one dimension.
LO5: explain measuring effectiveness of IMC campaign
Effectiveness of ad campaign must be assessed before, during and after campaign has run. Every step in IMC process can be measured to determine how effective it has been at motivating consumers to move to next step in buying process
LO5: define pretesting
assessments performed before an ad campaign is implemented to ensure that various elements are working in an integrated fashion and doing what they are intended to do
LO5: define tracking
includes monitoring key indicators, like daily or weekly sales volume, while advertisement is running to shed light on any problems with message or medium
LO5: define post testing
evaluation of an IMC campaign’s impact after it has been implemented (can assess sales or communication impact)
LO5: how can measuring sales be difficult
Measuring sales impact can be challenging because of other influences besides advertising on consumer choices, purchase behaviour and attitudes. Influences include level of competitors advertising, economic conditions in target market, sociocultural changes, weather. Advertisers must try to identify these influences and isolate those of the particular ad campaign
LO5: traditional media effectiveness
Use frequency and reach to gauge consumer’s exposure to marketing communications
LO5: define frequency
measure of how often target audience is exposed to communication within specified period of time
LO5: define reach
measure of consumer’s exposure to marketing communications, % of target population exposed to specific marketing communication at least once
LO5: define gross rating points
GRP = reach * frequency
LO5: effectiveness of digital media
Requires software to assess how much time viewers spend on particular web pages + number of pages they view
LO5: define click through tracking
measures how many times users click on banner advertising on websites
LO6: 6 IMC tools
1) advertising
2) personal selling
3) sales promotion
4) public relations
5) direct marketing
6) digital media
LO6: define advertising
paid form of communication from an identifiable source, delivered through communication channel and designed to persuade received to take some action, now or in the future
LO6: 3 points to advertising
1) Ads can be online + interactive (banner ads, web based contests, online coupons)
2) Advertising can be offline or online + passive or interactive (take some action or provide info - ie for coupons provide address)
3) Effective for creating awareness for product and generating interest. Can entice consumers into conversation with marketers.
LO6: define personal selling
2 way flow of communication between buyer + seller designed to influence buyer’s purchase decision
LO6: 3 points to personal selling
1) Common in B2B
2) Cost of communicating directly with potential customer is high
3) Salespeople simplify process by providing info and services that save customer time + effort
LO6: define sales promotion
special incentives or excitement building programs that encourage the purchase of product/service
LO6: what does sales promotion include
Includes coupons, deals, premiums, samples, loyalty programs, point of purchase displays, rebates, contests
LO6: 2 points to sales promotion
1) Sales promotions like free samples or POP displays designed to build short term sales
2) Other sales promotions like Contests, sweepstakes have become integral components of firms CRM programs to build customer loyalty
LO6: define public relations
organizational function that manages firm’s communications to achieve variety of objectives, including building + maintaining positive image, handling or heading off unfavourable stores or events, and maintaining positive relationships with media
LO6:define cause related marketing
commercial activity in which business + charities form a partnership to market an image, product or service for their mutual benefit, type of promotional campaign
LO6: define event sponsorsohip
popular PR tool; occurs when corporates support various activities (financially or otherwise), usually in cultural or sports + entertainment sectors
LO6: 4 points to PR
1) Like advertising, this is passive + customers don’t have to take action to receive it
2) PR is free placement of company’s message in media and is about connecting with customers + interacting in hopes of having conversation
3) event sponsorship
4) cause related marketing
LO6: define direct marketing
marketing that communicates directly with target customer to generate response or transaction
LO6: 4 defining characteristics of direct marketing
it is targeted, motivates an action, is measurable and can provide info for development of marketing database
LO6: 3 points to direct marketing
1) Can sell to a much wider target audience than traditional marketing channels. Compared to personal selling or mass media, cost of reaching consumer is lower
2) Measurability - marketers know who responds to their campaigns so they can build database to cross-sell, tailor offers and create specific promotions geared to individual customers
3) From use of credit/debit cards, loyalty cards, online shopping, marketers can identify and track consumers purchases over time. Since firms understand consumer purchase behaviour better, they can more easily direct marketing efforts appropriately
LO6: 4 forms of direct marketing
1) direct response tv
2) direct mail/email
3) kiosk
4) catalogue
LO6: define direct response tv
tv commercials or infomercials with strong call to action
LO6: define direct mail/email
targeted form of communication distributed to prospective customer’s mailbox
LO6: 1 point to kiosks
Kiosks can be used to deliver services to customers and can also be used to sell products to end consumer
LO6: 2 points to catalogue
1) Typically catalogues have been mailed, which can be an issue as company grows
2) Hard copy catalogues can be important for firms with no brick and mortar locations
LO6: define digital media
tools ranging from simple website content to more interactive features like blogs, social media, mobile apps
LO6: 4 types of digital media
1) websites
2) blogs
3) social media
4) mobile apps
LO6: 1 point to digital media
Can be targeted to specific customer segments, impact can be easily + quickly measured, modifications can be quickly made to increase effectiveness, customers can be engaged to forward message to social network
LO6: Google - define search engine marketing
uses tools like google adwords to increase visibility of websites in search engine results
LO6: google - define impressions
times ad ad appears to user
LO6: google - define click through rate
times user clicks on ad / # impressions
LO6: google - return on investment define
used to measure benefit of an investment, gain of investment / cost = Sales revenue - Advertising costs / Advertising Cost
LO6: 6 types of marketing metrics
1) gross rating points (reach + frequency)
2) click through tracking
3) click through rate
4) serach engine marketing
5) impressions
6) return on investment
