Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

IMC > Exam 1: > Flashcards

Exam 1: Flashcards

1
Q

What is IMC?

A

The coordination of the promotional mix of elements with each other, and with the elements of the brand’s marketing mix. Together, these elements speak with ONE voice.

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

What is the payoff from IMC?

A

Brand managers achieve SYNERGY, or the integration of multiple communication tools and media yield more positive communication than used individually.

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

Marketing: _______directed at ______ and _____ through _____.

A

Human activity directed at satisfying needs and wants through exchange processes.

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

Why Isn’t IMC always Integrated?

A

Communication tools are likely to be separated. Influence of specialized outside suppliers, resistance of outside suppliers to broaden their functions.

Rapidly changing media environment, increasingly difficult to target audiences and communicate effecively.

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

Why is it more difficult today to target audiences and communicate effectively?

A

Consumers today are no longer passive recipients. They demand more things besides information from a variety of sources.

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

What are the elements of Promotional Mix? (7)

A

-Advertising
-Direct Marketing
-Online/Social Media Marketing
-Sales Promotion
-Publicity
-Public Relations
-Personal Selling

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

What is advertising?

A

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

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

What is Direct Marketing?

A

Communicating directly with target customers to generate a response and/or a transaction.

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

What is On-line/Social Media Marketing?

A

Interactive media and digital content (Internet, Facebook, twitter, Instagram, YouTube, etc…)

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

What is Sales Promotion?

A

Activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is Publicity?

A

Form of non-personal communication not directly paid for under identified sponsorship.

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

What is Public Relations?

A

Management function to enhance image of company

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

What is Personal Selling?

A

Person-to-Person communication between a seller.

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

What is a Push Strategy?

A

mainly personal selling to channel members

B to B

Producer → wholesaler → retailer → customer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is a Pull Strategy?

A

mainly advertising directed to consumers
B to C
Customer → retailer → wholesaler → producer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

5 key features of IMC

A
  1. Start with the customer or prospect
  2. Use any form of relevant contact or touch point
  3. Speak with a single voice (Archive Synergy)
  4. Build relationships
  5. Affect behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is start with the customer or prospect?

A

Consumers want to be in control: online marketing via location-based services, social media, smartphones etc… has enabled consumers to have communications, interaction and entertainment when and wherever they want.

-Reduced dependence on mass media: Goal now is to reach consumers using touch points that reach them where, when, and how they wish to be contacted.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What is Use any form of relevant contact or touch point?

A

-touch points and 360-degree branding

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

What does it mean to (Archive Synergy) Speak with a single voice?

A
  • multiple messages must speak with a single voice.
  • a brand’s positioning statement must present a clear idea of the brand in its target market’s mind.
  • consistently deliver the same unified message across all media channels on all occasions (ex Oreo)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What is Building Relationships?

A

-goal is to build relationships rather than engage in flings.
-Costs 5-10x more to acquire new customer than keep a current one (leaking bucket).

    1. Loyalty Programs
      1. Experiential Marketing
  • promote long-term relationships between customers and brands that lead to customer retention
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What Affects Behavior?

A

-ultimate objective= affect behavior and impact change.

IMC must do more than just influence brand awareness or enhance consumer attitudes.

  • the object is to move people to action
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What are the Outcomes/Benefits of Higher Brand Equity?

A

-Higher market share
-Higher Brand Loyalty
-Ability to charge premium prices
-Earning a revenue premium

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What is Brand Pyramid?

A
  1. Top of mind
  2. brand recall
  3. brand recognition
  4. unaware of brand.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

What does Brand Knowledge consists of?

A

whether or not a brand comes to mind when a consumer think about a product category and the ease with which that name is evoked

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

What is Brand Recognition?

A

Consumer awareness and identification of a brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

What is Brand Recall?

A

Consumers’ ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

What are the 5 Dimensions of Brand Personalities?

A

sincerity, excitement, competence, sophistication, ruggedness

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

What is leveraging to enhance brand equity?

A

Create meaning and associations for their brands by connecting them with other objects that already possess well-known meaning (ex Pepsi using celebrities)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

What are the sources used to leverage brand meaning?

A
  1. Co-Branding and Co-Marketing, Leveraging with other brands:
    (Doritos teaming with taco bell to make a taco, Hershey teaming with betty crockers to make cake.)
  2. Leveraging from people:
    Brand pit doing an ad for a perfume company, or Tiger Woods doing an add for Tag Heuer.
  3. Leveraging from things:
    Watching professional soccer and you see a billboard in the stadium that has coke on it. Watching skating and you see the event is sponsored by RedBull.
  4. Leveraging from places:
    You pick up a Walmart news paper and on the front it has the pioneer women.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What are the 5 Brand Charaterictics?

A

Relative Advantage
Compatibility
Complexity
Trialability
Observability

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

What is Relative advantage?

A

Degree to which consumers perceive a new brand as being better than existing alternatives. (Think of the car that we looked at with the vacum in it, or the Vibram shoes with the toes.)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

What is Compatibility?

A

Degree to which an innovation is perceived to fit into a persons way of doing things. (Think of the shoes, do these Vibram shoes really fit into my every day life)

-Factors: consumer needs, personal values and beliefs, and past consumption practices.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

What is Complexity?

A

Degree of perceived difficulty, the harder it is to understand or use, the slower the adoption rate. ( think of the Metaverse or NFT’s)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

What is Trialability?

A

Degree to which product is capable of being tried on a limited basis prior to making a full-blown commitment, FREE SAMPLES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

What is Observability?

A

Degree to which the user can observe the positive effects of new-product usage, THE HIGHER THE BETTER!!

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

Charateristics of a Good Brand Name?

A
  1. Distinguish the Brand from Competitive offerings
  2. Facilitates Consumer Learning of Brand Associations
  3. Achieve compatibility with Brand’s Desired Image and with its Product Design or Packaging
  4. Be memorable and easy to Pronounce
  5. Is suitable for Global Use- make sure it translates well.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

Charateristics of a Good Logo?

A
  • Are natural
  • Are readily recognized
  • Convey same meaning to all target market members
  • Evoke Positive feelings
  • Are suited for periodic updating
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

What is the Role of Logos?

A

-Graphic design element that is related to the brand name

-Companies use logos with or without brand names

-Not all brand names possess a distinct logo, but many do

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

What is a Trademark?

A

-A brand that has exclusive legal protection for both its brand name and its design

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

What is a Tradedress?

A

-Is the characteristics of the visual appearance of a product or its packaging that signify the source of the product to consumers. It is an aspect of trademark law,

(Think of the Coke Bottle Design, or the Nationwide Jingle, those are trade dress items that can’t be copied.)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

Advertising= Information

A

positive view of impact on economy. By giving consumers information, advertising increases consumers price sensitivity and their ability to obtain the best value. Barriers to entry reduced because firms can communicate their attributes and advantages; Consumers can compare competitive offerings, leading to competitive rivalry, putting pressure on firms to lower prices

42
Q

Advertising= Market Power

A

Negative view of advertisings impact on economy. Argues that advertising yields marketing power in being able to differentiate physically homogeneous products. Ads foster brand loyalty; consumers less price sensitive; entry barriers increased thus, established brands have market power. Results in Higher Prices.

43
Q

What are the 5 Basic Adverising Functions?

A

-Information

-Influencing/ Persuading

-Reminding and increasing salience

-Adding Value

-Assisting other company efforts

44
Q

What is Informing?

A

Increase awareness, explain how product works, suggest new uses, build company image

45
Q

What is influencing/persuading?

A

Competitive advertising to get people to buy your product instead of the competitions.

46
Q

What is Reminding and increasing salience?

A

Making sure to keep the brand in the consumer’s mind

47
Q

What is Adding value?

A

Value beyond basic benefits the product already has

48
Q

What is assisting other company efforts?

A

Something you are doing that is assisting something else.

49
Q

Types of Ad Agencies?

A

1.In-House
2.Full Service
3.Purchase as Needed Specialty firms.

50
Q

What is In-House?

A

-Necessitates employing an advertising staff and absorbing the operation costs
(EX: Coke, Pepsi, Apple, etc…)

  • (in-house agency refers to a brand’s internal team that focuses on the advertising and marketing of their product or service.)
51
Q

What is Full Service?

A

-An agency equipped to serve its clients in all areas of communication and promotion. Its advertising services include planning, creating, and producing advertisements as well as performing research and media selection services. Non advertising functions include producing sales promotion materials, publicity articles, annual reports, trade show exhibits, and sales training materials.

52
Q

What are the Advantages of Full-Service?

A

Advantages:
- Access to in-depth knowledge and skills.

  • Obtaining negotiating leverage with the media.
  • Coordinating advertising and marketing efforts.
53
Q

Disadvantages of Full Service Advertising Agencies

A

-Some control of advertising function is lost.

  • Larger clients are favored over small clients.
  • Slower Response Time.
54
Q

What is Purchase as Needed Specialty firms?

A

purchase services per project basis or a la carte - Use services only when they are needed

55
Q

Advantages of Purchase Services as Needed

A
  • Use services only when they are needed.
  • Availability of high-caliber creative talent.
  • Potential cost efficiencies.
56
Q

Disadvantages of Purchase Services as Needed

A
  • Lack cost accountability.
  • Financial instability of smaller boutiques.
57
Q

What are the 4 primary functions or services ad agencies can provide?

A

1.Creative Services

2.Media Services

3.Research Services.

4.Account Management Services

58
Q

What is Creative Services?

A

-develop advertising copy and campaigns

-copywriters, production staff, graphic/digital artists, and creative directors

59
Q

What is Media Services?

A
  • Selecting the best advertising media.
  • Media planners develop overall media strategy.
  • Media buyers procure the selected media.
60
Q

What is Research Services?

A

-Study clients customers buying habits, purchase preferences, and responsiveness (account/market planners)

-Focus groups, mall intercepts, online studies, acquisition of syndicated research data

61
Q

What is Accounting Management?

A

-Link the agency with the client -

Act as liaisons so that the client does not need to interact directly with several different service departments and specialists

62
Q

What are the 4 Segmentation Bases?

A

1.Demographic
2.Geographic
3.Psychographic
4.Behavior

63
Q

What is Demographic Segmentation?

A

Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

64
Q

What are the Demographic Segmentation Variables?

A

-Age structure of the population.

-Change in household composition.

-Ethnic population developments
-Age/Gender/Ethnicity
-Family Situation/Lifecycle Stage
-Annual Income
-Education

65
Q

What is Geographic Segmentation?

A

Consumers who reside within geographic clusters such as zip codes or neighborhoods also share demographic and lifestyle similarities.

66
Q

What are the Geographic Segmentation Variables?

A

-Typical Clusters
- ZIP code
-City/ country
- Climate
- Urban or rural
- Radius around a certain location

67
Q

What is Psychographic Segmentation?

A

Describe aspects of consumers psychological make-ups and lifestyles as they relate to buying behavior in a particular product category

68
Q

What are the Psychographic Segmentation Variables?

A

-Attitudes
-Values
-Motivations
-Lifestyles and Hobbies
-AIO
-Personality traits
-Priorities

69
Q

What is Behavior Segmentation?

A

Describe how people behave with respect to a particular product category or class of related products

-Assume that the best predictor of future behavior is past behavior

70
Q

What are the Behavior Segmentation Variables?

A

-Usage
-Purchasing Behavior
-Spending habits
-Occasion
-Benefits Sought
-User Status
-Loyalty
-Brand Interactions

71
Q

3 Types of Behavioral Segmentation?

A

-Behavior Segmentation
-Online Behavioral Targeting
-Privacy Concerns

72
Q

What is Online Behavioral Targeting?

A

-Tracks the online site-selection behavior of users so as to enable advertisers to serve targeted ads

73
Q

What is Privacy Concerns?

A

-Technological advances increase the ability to serve consumers at the risk of invading their privacy

74
Q

What is the Cohort Effect?

A

-Tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.

75
Q

What are the 5 criteria for effective segmentation?

A

-Measurable
-Substantial
-Accessible
-Differentiable
-Actionable

76
Q

What is Measurable Effective Segmentation?

A

-the size, purchasing power, and profiles of the segments can be measured.
- Is it useful information?

77
Q

What is Substantial Effective Segmentation?

A
  • Will it be profitable?
  • Wealthy or influential
78
Q

What is Accessible Effective Segmentation?

A

-Is it easy to reach the target?

79
Q

What is Differentiable Effective Segmentation?

A

-Is there enough differentiation in your product than those of other on the market?

80
Q

What is Actionable Effective Segmentation?

A

-Marketing efforts implemented, and group is moved to action.

81
Q

What is Concentrated Strategies?

A

Focusing on a narrow market is sometimes more profitable than spreading resources over several different segments. - Niche Marketing - Pick one target market with something very unique

-EX think about the shoes that were sold to one segment and that was the core riders. (Air walk)

82
Q

What is Differentiated Strategies?

A

A firm targets several market segments with the goal of having a strong position and share of the market in each segment.

-EX: Anhiser Busch they have light beer, heavier beer, seltzers, IPAs.

83
Q

What are the 5 critical stages of human centered design?

A

-Empathy
-Define
-Ideate
-Prototype
-Test

84
Q

What is Empathy?

A

-This is where you start by trying to figure out what the customers needs/problems are.

85
Q

What is Define?

A

This is where you start by trying to figure out what the customers needs/problems are.

86
Q

What is Ideate?

A

Come into this section with as many ideas as possible, be ready to collaborate.

87
Q

What is Prototype?

A

Visually represent the idea that you have come up with, make it tangible, then gather feedback.

88
Q

What is test?

A

Generating user feedback from the prototype, which allows you to refine and reiterate a solution.

89
Q

What is empathy and how do you define it and achieve it?

A

It is the experience of understanding another persons thoughts, feelings, and condition from his or her point of view, rather than for ones own.

90
Q

What is Customer Discovery?

A

-Observe
-Engage
-Immerse

91
Q

What is Observe about?

A

Take notes of your end user and the actions they take in their natural environment. (this can be physical or digital).

92
Q

What is Engage about?

A

Talk to your end user, ask them open ended questions without any judgment.

93
Q

What is Immerse about?

A

Become the end user for an extended period of time and allow yourself to feel, think, and be a participant.

94
Q
A
95
Q

What is an Empathy Map?

A

-Interview tool; a collaborative visualization used to articulate what we know about a particular type of user. (says, thinks, does, feels)
- It externalizes knowledge about users in order to
1.) create a shared understanding of user needs,
2.) Gain insights, and
3.) aid in decision making.

96
Q

What is an User Persona?

A

-A fictional representation of your end user with hypothesized representations of goals and behaviors of your targeted customer segment.
Ex. Name, Demographics, Job & Major Responsibilities, Hobbies & Passions, Background, Experience, Goals

97
Q

How to Create an Authentic Brand Story that Improves Trust: What is the process called when we connect?

Know the features of a story that produce trust.

A

In the process of neural coupling, a speaker and a listener share a story that allows their brands to interact in a dynamic way.

Your Brand Story Needs Personality, Keep Your Brand Story Simple, Focus on Why Your Brand Exists, Use Your Story to Connect with Your Customers.

98
Q

Why Brands need to focus on Storytelling in 2023: Be able to recognize the 4 reasons author gives under Importance of Brand storytelling.

Three tips under how to ace your brand storytelling.

A

1: It humanizes your brand.
2: It makes you memorable.
3: It helps you build a community around your brand.
4 :Stories sell better.

Tip 1: Be authentic
Tip 2: Understand customers
Tip 3: Make your customer the hero of the story.

99
Q

Stretching Success: Do you need a brand extension strategy?

Know the 5 types of Brand extensions discussed.

Know the 5 positive things a brand extension can do.

4 challenges to consider or what a brand should ask themselves if they want to succeed.

A
100
Q

Typography in Branding (Infographic): know and be able to recognize the brand characteristics of the three major font categories: Serif, Sans Serif and Script fonts. You don’t need to know specific fonts

A

Serif: Used for Sense of history/tradition, high street fashion, offers safety and reliability, feelings of authority and honesty.

Serif-Sans: Modern, Orderly refined and polished, Helvetica is the most popular, chic, clean, stylish, etc.

Script: This is cursive, formal, playful, elegant, flamboyant, contemporary, classical.

101
Q

Colour in Branding (Infographic): be able to recognize the positives and personality for the colors.

A

Red: Powerful, energetic, sense of urgency, encourages appetite.

Orange: Warmth, confidence, courage, most people find cheap.

Yellow: Youthful, sunshine, happiness, optimism, creativity.

Green: Hope, freshness, nature, life, etc.

Blue: Reasoning, trust, loyalty, strength and wisdom, logic.

Purple: Wisdom, health, spirituality, prestige, royalty.

Pink: Love, quirkiness, femininity, youth, hope.

Black: Power, sophistication, authority, luxury,

White: Innocence, purity, simplistic, modern, cleanliness.

IMC (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions