Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Integrated Marketing Communication > Crash Course > Flashcards

Crash Course Flashcards

1
Q

Define IMC

A

Integrated Marketing Communications (IMC) is a strategic approach that ensures all marketing tools, channels, and messages work together to deliver a consistent and unified brand message.

This approach enhances audience engagement and supports the brand’s communication objectives.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Benefits of IMC

A
  • Creates competitive advantage.
  • Increases sales and profits.
  • Saves time and money.
  • Improves brand image.
  • Boosts team morale and efficiency.
  • Enhances message consistency across diverse platforms​
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Identify the 6 Tools of IMC

The Promotional Mix

A
  1. Advertising
  2. Direct Marketing
  3. Digital Marketing
  4. Sales Promotion
  5. Publicity & PR
  6. Personal Selling
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Define Advertising

A

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

EG. (television, radio, newspapers, magazines, outdoor, and Internet display advertising) as well as unmeasured media (direct marketing, promotion, online search, social media, and other forms)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Direct Marketing

A

Where organizations communicate directly with target customers to generate a response and/or a transaction

EG. database management, direct selling, telemarketing, and
direct-response advertising through direct mail, online, and various broadcast and print media.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Define Digital/Internet Marketing

A

Digital marketing is the use of online platforms, tools, and technologies to promote a brand, engage with audiences, and achieve marketing objectives.

It includes channels like social media, email, search engines, and websites, offering targeted, measurable, and interactive communication.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Define Sales Promotions

A

Sales promotion refers to short-term marketing strategies designed to boost product demand or sales by offering incentives such as discounts, coupons, free samples, contests, or limited-time offers. Its primary goal is to encourage immediate customer action and drive short-term engagement.

EG. Sales, bundle deals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Define Publicity/PR

A

. Public relations (PR) is the strategic management of a brand’s image and relationships with its audience. It involves activities like press releases, media outreach, events, and crisis communication to build trust, enhance credibility, and maintain a positive public perception.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Define Personal Selling

A

Face-to-face efforts to assist or persuade buyers​

EG. Door to door, sales agents, pop ups

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Identify the Stages of IMC Planning Process

A
  • Review the marketing plan.
  • Analyze the promotional situation.
  • Analyze the communications process.
  • Determine the budget.
  • Develop the IMC program.
  • Integrate and implement strategies.
  • Monitor, evaluate, and control the IMC program
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Definition of Market Segmentation

A

The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who may require separate products or marketing mixes​

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Definition of Market Targeting

A

The process of selecting one or more of the segments (based on attractiveness) to focus marketing and communication efforts
.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Definition of Market Positioning

A

Arranging a product to occupy a clear, distinctive, and desirable place in the minds of target consumers relative to competing products​

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Types of Segmentation

A
  • Demographic: Based on age, gender, income, education, etc.
  • Psychographic: Based on attitudes, values, and lifestyles.
  • Behavioral: Based on consumer behavior like purchase history.
  • Geodemographic: Based on the demographic characteristics of a specific area​
    .
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Types of Targeting

A
  • Undifferentiated: Same marketing strategy for all segments.
  • Differentiated: Tailored strategies for different segments.
  • Concentrated: Focus on one specific segment.
  • Micromarketing: Targeting specific individuals or locations​
    .
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Identify the Approaches to Positioning

A
  • Positioning by product attributes and benefits.
  • Positioning by price/quality.
  • Positioning by use or application.
  • Positioning by product class.
  • Positioning by product user.
  • Positioning by competitor.
  • Positioning by cultural symbols.
  • Repositioning​
    .
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Positioning Strategies

A
  • Imagistic (based on visuals and perception)
  • Symbolic (connected to emotions)
  • Functional (practical benefits)
  • Experiential (sensory or emotional experienc)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Define Advertising Appeal

A

Advertising appeal refers to the approach or strategy used to attract the attention of consumers and influence their feelings or attitudes toward a product, service, or cause. It is the underlying theme or message that drives the communication and connects with the audience’s emotions, values, or logic.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Types of Appeal

A
  • Rational (based on fact and function)
  • Emotional (building connection)
  • Humor
  • Fear (highlighting risk or negative consequence)
  • Social/Symbolic Appeal (social status or aspiration)
  • Sex (suggestive or seductive imagery)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Steps to Developing the Creative Strategy

A
  1. Identify target audience.
  2. Define communication objectives.
  3. Understand the product/brand’s positioning.
  4. Determine the key message and tone.
  5. Choose the most appropriate media channels.
  6. Develop and test creative concepts​
    .
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Source Attributes

A

The characteristics of the person, organization, or entity delivering a message. These attributes influence how the audience perceives and responds to the message.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Identify the 3 Primary Source Attributes

A
  • Credibility
  • Attractiveness
  • Power (perceived authority/influence)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Parts of the Target Profile

A
  1. Define Demographic characterisitcs (generation/age, class, gender, education, occupation)
  2. Define Geographic characteristics
  3. Define Psychographic characteristics (interests, personality traits, values)
  4. Define Behavioural Traits (purchase behaviour, usage rate and benefits sought)
  5. Identify problem/need
  6. Outline Media Consumption pattern
  7. Develop Persona
24
Q

Explain the AIDA Model

A

Purpose: To describe the steps in a consumer’s journey from awareness to action.

Steps:
1. Awareness: Attracting consumer attention
2. Interest: Engaging the consumer by showing relevance.
3. Desire: Creating an emotional connection to inspire preference.
4. Action: Motivating the consumer to take the desired step, such as purchase​
.

25
Components of the Creative Brief
1. Background/Project Overview 2. Target Audience 3. Communication Objectives 4. Key Message (Single-Minded Proposition) 5. Supporting Information (Reasons to Believe) 6. Tone and Style 7. Media/Deliverables 8. Budget and Timing 9. Call to Action (CTA) .
26
Role of Objective Setting in IMC
* Provides direction and focus * Aligns goals with strategy * Establishes measurable benchmarks * Guides decision making (for message development, media selection, and budget allocation.
27
Explain the concept of Objective Setting
Determining what the marketing communication campaign aims to achieve.
28
Outline the SMART Methodology
**Specific:** Clear and precise goals. **Measurable:** Quantifiable objectives. **Achievable:** Realistic ambitions. **Relevant:** Goals aligned with overall strategy. **Time-bound:** Defined timeline for achievement​ .
29
Outline the DAGMAR Approach
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results, emphasizing four stages: Awareness. Comprehension. Conviction. Action​ .
30
Key Objectives in IMC
**Communication Objectives** * Brand Awareness: Increasing recognition of the brand. * Building Favorable Attitude: Creating a positive perception. * Brand Loyalty: Encouraging repeat purchases. **Sales Objectives: Driving immediate revenue​**
31
Means of Establishing Brand Loyalty
* Exclusivity: Offering unique benefits. * Community: Fostering a sense of belonging. * Credibility: Providing trustworthy information. * Accessibility: Ensuring easy engagement. * Communication: Maintaining open dialogue. * Repetition: Consistent messaging without overdoing it​ .
32
Definition of Budgeting
Budgeting involves determining the amount of money allocated to advertising and promotion and how funds are distributed across channels and markets​ .
33
2 Major Theoretical Approaches to Budgeting
1. Top-Down Approach: Budget set by management and distributed to departments. 2. Bottom-Up Approach: Budget derived from specific objectives and activities​
34
Factors Affecting Budget Allocation
* Client/agency policies. * Market size and potential. * Market share goals. * Economies of scale. * Organizational characteristics​ .
35
Definition of Media Planning
Media planning is the series of decisions involved in delivering the promotional message to prospective purchasers or users of the product/brand. ## Footnote It involves developing media objectives and strategies to reach the correct target group effectively and efficiently​
36
What are the key activities in media planning?
* Selecting the target audience. * Specifying media objectives. * Selecting media categories and vehicles. * Buying media​
37
Identify the Categories of Media
* **Broadcast Media**: Television, radio. * **Print Media:** Newspapers, magazines. * **Digital Media:** Websites, social media platforms. * **Outdoor Media**: Billboards, transit ads. * **Support Media**: Kiosks, promotional products​
38
Definition of Media Vehicles
Media vehicles are specific carriers within a medium category, such as a particular TV show, radio station, or magazine​
39
Definition of Support Media
Support media refers to tools used to reinforce primary media campaigns and reach audiences not effectively covered by TV, print, or other mainstream media​ .
40
Identfify the Modes of Direct Marketing
* Direct mail. * Catalog selling. * Telemarketing. * TV spots and infomercials. * Digital marketing (email, social media). * Home shopping channels​ .
41
Direct Marketing vs. Traditional Marketing
Direct Marketing: Targets individuals directly via mail, email, or telemarketing; measurable and personalized. Traditional Marketing: Uses broader channels such as TV, print, or outdoor media; harder to measure​ .
42
Define Direct Digital Marketing
Digital direct marketing uses digital platforms to send personalized marketing messages directly to the target audience. Examples: * Email marketing. * Social media ads with personalized content. * Online shopping retargeting ads. * SMS campaigns​
43
What are the two major types of sales promotions?
* Consumer-Oriented Promotions: Targeted at end consumers. * Trade-Oriented Promotions: Targeted at wholesalers, distributors, or retailers​ .
44
Define PR
PR involves building and maintaining positive relationships between an organization and its various publics through communication and actions to establish a favorable image and manage reputation​
45
Identify the PR Tools
* Press releases. * Press conferences. * Feature articles. * Social media management. * Event sponsorships. * Community involvement programs. * Corporate social responsibility (CSR) initiatives​
46
Identify the Major Trends in PR
* Increasing use of social media platforms for direct communication. * Focus on corporate social responsibility (CSR). * Emphasis on content marketing and storytelling. * Crisis communication preparedness. * Integration of PR with digital marketing​ ​ .
47
Identify the elements of the Marketing Mix
* Product: Goods or services offered to meet customer needs. * Price: The cost customers pay for the product. * Place: Distribution channels to deliver the product. * Promotion: Communication efforts to inform or persuade​ .
48
Identify the Modes of Digital Marketing
* Search Engine Optimization (SEO). * Pay-Per-Click (PPC) Advertising. * Social Media Marketing. * Email Marketing. * Content Marketing. * Affiliate Marketing. * Mobile Marketing. * Influencer Marketing​ ​ .
49
Outline the Role of Social Media in Digital Marketing
* Brand Awareness: Increases visibility of the brand. * Engagement: Facilitates direct interaction with customers. * Lead Generation: Attracts potential customers through targeted campaigns. * Customer Insights: Provides data on customer preferences and behaviors. * Content Distribution: Promotes content to a wide audience​ .
50
Define Measurement
Measurement involves tracking and analyzing data to evaluate the performance of marketing efforts and optimize strategies for achieving goals
51
Identify the Steps of the Testing Process
* Define Objectives. * Develop a Hypothesis. * Create a Test Plan. * Execute the Test. * Analyze Results. * Implement Findings​ .
52
Identify the Types of Social Media Measurement
* Engagement Metrics: Likes, comments, shares, and retweets. * Reach Metrics: Impressions and follower growth. * Conversion Metrics: Click-through rates, leads, and sales. * Customer Sentiment Metrics: Positive, negative, or neutral sentiment analysis​ ​ .
53
Explain Marketing Ethics
Marketing ethics refers to principles and standards that guide marketers in conducting business responsibly and respectfully towards customers, society, and the environment​ ​ .
54
Identify the Components of Ethical Marketing
* Transparency: Honest communication. * Fairness: Equal treatment of all customers. * Responsibility: Acknowledging the impact of marketing actions. * Sustainability: Promoting environmentally friendly practices. * Respect: Upholding customer privacy and dignity​ ​ .
55
Dos of Ethical Marketing
* Be honest and transparent. * Respect customer privacy. * Promote diversity and inclusion. * Use sustainable practices.
56
Don'ts of Ethical Marketing
* Mislead customers with false claims. * Exploit sensitive or controversial topics. * Use intrusive or deceptive advertising tactics. * Ignore the long-term societal impact​ .

Integrated Marketing Communication (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions