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Integrated Marketing Communications > Exam #1 > Flashcards

Exam #1 Flashcards

1
Q

What are the six M’s of marcom?

A

mission, market, message, media, money and measurement

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2
Q

What portions of the 6Ms of marcom are under strategic INTENT?

A

mission and market

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3
Q

What portions of the 6Ms of marcom are under strategic EXECUTION?

A

message and media

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4
Q

What portions of the 6Ms of marcom are under strategic IMPACT?

A

money and measurement

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5
Q

A paid, mass-mediated attempt to persuade is _________________.

A

advertising

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6
Q

A single piece of sponsored communication is an _______.

A

ad

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7
Q

A series of ads, often across various media outlets, overarching messaging, is an _______ _____________.

A

ad campaign

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8
Q

The range of complementary promotional tools that marketers use to create widespread brand is called ___________________________.

A

integrated marketing communications

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9
Q

A push market strategy is when…

A

target sellers of the product (retailers, distributors, etc.) as the audience

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10
Q

A pull market strategy is when…

A

target end users of the product as the audience

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11
Q

A strategic document that communicates the unique value the brand offers to a particular target market segment is the _________________.

A

brand positioning statement

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12
Q

Communication between the firm and the customer initiated by the FIRM is ____________ marketing.

A

outbound

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13
Q

Communication initiated by the consumer is _____________ marketing.

A

inbound

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14
Q

What are the seven components of building your comms. strategy?

A

situational analysis
set biz + mktg objectives
determine the real problem
choose your target
outline consumer journey
see budget
write client-to-agency brief

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15
Q

What are the components of situational analysis?

A
  • brand history
  • brand fundamentals
  • market trends
  • industry trends / competition
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16
Q

What are the three types of objectives?

A
  • biz objectives
  • mktg objectives
  • comms objectives
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17
Q

Communication can… (3 things)

A
  • create AWARENESS
  • change consumer feelings / perception
  • persuade customer to take action
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18
Q

What are the steps in the customer journey?

A

Awareness –> Appeal –> Ask –> Act –> Advocacy

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19
Q

The parts of the consumer journey that are considered CONSIDERATION are…

A

awareness and appeal

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20
Q

The parts of the consumer journey that are considered CONVERSION are…

A

ask and act

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21
Q

The parts of the consumer journey that are considered CONSUMPTION are…

A

act and advocacy

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22
Q

When you have to hit more parts of the funnel…

A

the campaign becomes MORE EXPENSIVE.

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23
Q

_________________ is making a heterogeneous group into a homogeneous group.

A

segmentation

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24
Q

What are the four main types of consumer segmentation?

A

demographic
psychographic
geographic
behavioral

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25
Q

What are the benefits to demographic segmentation?

A
  • clear approach
  • cheap
  • easy to reach
  • good data
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26
Q

What are the drawbacks to demographic segmentation?

A
  • too broad
  • often stark diff. within a demographic
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27
Q

What are the benefits to psychographic segmentation?

A
  • easier to craft msg.
  • be compelling
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28
Q

What are the drawbacks to psychographic segmentation?

A
  • expensive to target via media
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29
Q

What are the benefits to geographic segmentation?

A
  • diff. in interests, values and preferences is very proximity-based
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30
Q

What are the drawbacks to geographic segmentation?

A
  • easy to default to stereotypes
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31
Q

What are the benefits of behavioral segmentation?

A
  • easy to be compelling if you know the consumer well
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32
Q

A company should target the segment(s) in which it can…

A

profitably generate the most customer value over time.

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33
Q

What are the two types of targets?

A
  • media target (people who should see your ad campaigns)
  • design target (creating a consumer persona)
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34
Q

A(n) _______ is a profound understanding of a person, thing, situation or issue; human truth.

A

insight

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35
Q

A(n) ________ is data that quantifies behavior.

A

fact

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36
Q

A(n) ________ is an emerging pattern or behavior.

A

trend

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37
Q

What was the provided structure for insight development?

A

(statement one) because of (statement two) which means (consequence).

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38
Q

The document written by strategists to communicate key information about a specific project so that creatives have a guide / blueprint against which to construct an ad or campaign is the ____________________.

A

creative brief

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39
Q

A good creative brief should have input from…

A

BOTH the agent and the client.

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40
Q

What happens when the AGENT writes the creative brief?

A
  • they work in the same org. as the creatives, so development is streamlined
  • agency is required to have more insight and connection to the business
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41
Q

What happens when the CLIENT writes the creative brief?

A
  • they often know more abt. the target consumer, product + reasons / objectives for creating the ad
  • overall deeper insight
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42
Q

What are the main components of the ad agency?

A
  • exec team (lead org., financial stability + growth)
  • account services (mng. clients, meet biz. objectives, track $$, lead internally)
  • planning / strat. (client research, “voice of customer”)
  • creative (art directors, copywriters, digital specialists)
  • production services (outsourcing to get ads made)
  • media services (buy + plan)
  • admin. (finance, traffic, accounting, HR, exec. assistants)
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43
Q

Crafting the meaning of a brand through words is _____________.

A

copywriting

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44
Q

The ________________ has a focus on the image.

A

art director

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45
Q

What are the six macro tools available to a marketer?

A
  1. traditional advertising
  2. digital advertising
  3. direct marketing
  4. buzz marketing
  5. shopper + promotion
  6. earned media
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46
Q

These mediums are included under traditional advertising.

A

TV, radio, magazines, newspapers, outdoor

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47
Q

What are the benefits of using TV advertising?

A
  • builds brands on a large scale
  • convey emotion
  • offer coverage / reach / reputation
  • low cost per contact
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48
Q

What are the disadvantages of TV advertising?

A
  • it’s dying
  • somewhat hard to track
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49
Q

What are the advantages of radio advertising?

A
  • low-cost
  • targeted
  • convergence w/new tech
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50
Q

What are the disadvantages of radio advertising?

A
  • poor audience attentiveness
  • low buying power
51
Q

What are the advantages of magazine advertising?

A
  • long shelf life
  • audience selectivity
  • reader is at their own pace
52
Q

What are the disadvantages of magazine advertising?

A
  • super niche
  • take a long time to read
53
Q

What are the advantages of newspaper advertising?

A
  • credible
  • locally powerful
  • older demographic
54
Q

What are the disadvantages of newspaper advertising?

A
  • cluttered
  • dated
  • low print quality
55
Q

What are the advantages of outdoor advertising?

A
  • evolves
  • fresh
  • effective + immediately used
56
Q

What are the disadvantages of outdoor advertising?

A
  • hard to track
  • seen as clutter
57
Q

These are included under digital advertising.

A

Search (SEM), display, online video ad (OLV), mobile marketing, social media.

58
Q

Geo-fencing is targeting a customer…

A

within a certain radius.

59
Q

Geo-targeting is targeting a customer…

A

within a certain radius AND fulfills another segment.

60
Q

These are included under direct marketing.

A

Catalogs, direct mail, email, retargeting, telemarketing, direct response TV / infomercials.

61
Q

These are included under buzz marketing.

A

Product placement, sponsorships, branded entertainment and events, branded utility, and cause marketing.

62
Q

These are included under shopper and promotional marketing.

A

sales promo, premiums, coupons, retail displays, contests and sweepstakes, trade advertising.

63
Q

What is the difference between contests and sweepstakes?

A

contest -> you do something
sweepstakes -> win by chance

64
Q

These are included under earned media.

A

Influencer marketing, C2C, search engine optimization (SEO), publicity and PR

65
Q

A ________________ is a document of how/when-where/why for media, includes accompanying costs.

A

media plan!

66
Q

A media _________ is the category (TV, radio, print, etc.)

A

class

67
Q

A media __________ is the option within the media (Food Network, Wall Street Journal, etc.)

A

vehicle

68
Q

The media _______ is a blend of different media.

A

mix

69
Q

The percentage of people in your target that you aim to hit.

A

reach

70
Q

The average number of times an individual is exposed to a media vehicle in a period of time.

A

frequency

71
Q

The _________________________ is the sum of your exposures, contains duplicate impression.

A

gross impressions

72
Q

How do you calculate the cost per thousand?

A

(cost of media buy * 1000)
_____________________________
total media audience

73
Q

Cost per thousand is abbreviated by…

A

CPM

74
Q

What do the following stand for?
CPM, CPC, CPA

A

Cost Per Thousand
Cost Per Click
Cost Per Action

75
Q

CTV = connected TV, including things like…

A

Netflix, Hulu, Disney+

76
Q

The percentage of TV households tuned into a specific program when considering every TV household available…

A

ratings

77
Q

How to calculate the share of audience for TV?

A

of TV households tuned into a program
____________________________________________
# of TVs in use during that time

78
Q

You calculate your Gross Rating Points, or GRPs, by…

A

multiplying reach * frequency

79
Q

Your Cost Per Point, or CPP, measures:

A
  • what the GRP costs
  • essentially, the cost of reaching 1% of your target audience
80
Q

How do you calculate your Cost Per Point (CPP)?

A

cost / GRPs or

cost / (reach * frequency)

81
Q

How often people who see an ad click on it is your…

A

Click Through Rate (CTR)

82
Q

The % of clicks that led to the desired action is your…

A

Conversion Rate

83
Q

The % of visitors to a website that only look at one page before leaving is the…

A

bounce rate

84
Q

How much one advertiser pays for one click is the…

A

Cost Per Click (CPC)

85
Q

When advertisers pay vendors / publishers based on the number of clicks, it’s called…

A

Pay Per Click (PPC)

86
Q

Using AI to buy digital adspace for you is…

A

programmatic buying.

87
Q

___________________________ is a digital ad strategy that involves displaying ads to users based on the content of the webpage you’re currently viewing.

A

Contextual targeting

88
Q

What are the four types of media scheduling?

A
  1. continuity
  2. front loading
  3. flighting
  4. pulsing
89
Q

What media scheduling tactic should a brand like Tide use?

A

continuity

90
Q

What media scheduling tactic should a brand like Lego use?

A

flighting (think Christmas!)

91
Q

What media scheduling tactic should a brand like Miller Lite use?

A

pulsing

92
Q

Describe each of the media scheduling tactics.

A

Continuity:
_ _ _ _ _ _ _ _

Front Loading:
=== - - - _ _ _

Flighting:
— — — —

Pulsing:
__ – __ – __ – __

93
Q

If you can manage it, this media scheduling strategy is typically the most effective.

A

continuity

94
Q

Your excess share of voice is defined by….

A

The degree to which your
share of voice > share of market.

95
Q

Why is the Super Bowl important from an advertising standpoint?

A
  • more “eyeballs” than any other event
  • biggest ads event in the world, “MASS!”
  • immense gap btwn. SB and other events
  • audience spans all ages and both genders
  • audience is semi-captive (esp. to ads)
  • cost is HIGH
  • ad success can pay off all year
  • avg. payback is 4.5 : 1
96
Q

What are the five ways that Super Bowl ads are different?

A
  1. very broad target
  2. lighter tone usually works best
  3. longer ad
  4. usually very visual
  5. big budget production
97
Q

What is top-down budget setting?

A
  • fixed set of $$ at the beginning, plan the campaign around your fixed funding
98
Q

What is bottom-up budgeting?

A
  • figure out what you need to succeed and cost it out, request that amount
99
Q

Factors that can influence the amount you get when using TOP-DOWN budgeting:

A
  1. funds available (duh)
  2. last year + / -
  3. % of sales
  4. share of voice (spend at least what those in your market share are spending)
100
Q

How to calculate share-of-voice?

A

your spend
___________________________
total spending in category

101
Q

Other costs to consider when budgeting media:

A
  • production costs
  • owned media costs
  • celebrity / influencer
  • agency compensation
102
Q

What are the different ways to set up agency compensation?

A
  • commission
  • hourly rate
  • scope of work fee
  • pay-for-results
103
Q

What are the two components of measurement?

A
  1. delivery
  2. impact
104
Q

How to calculate share of search?

A

search vol. earned organically by you
______________________________________
volume of category

105
Q

How do you calculate the ROI?

A

gross profit of sales
generated by the campaign
_________________________________
cost of the marketing investment

106
Q

Why is ROI considered time-sensitive?

A
  • upper funnel needs time
  • lower funnel not so much
107
Q

Four main factors that can influence your spending:

A
  • competitive spend
    (rigor = expensive)
  • audience accessibility
  • task complexity
  • HR investment
108
Q

What to consider in the situational analysis of a company:

A
  • brand HISTORY
  • brand FUNDAMENTALS
  • market TRENDS
  • market COMPETITION /
    industry TRENDS
109
Q

Framing business objectives:

A

S.M.A.R.T. goals
(specific, measurable, achievable, relevant, time-bound)

110
Q

Framing marketing objectives:

A

How will we achieve growth?
1. steal share
2. increase household penetration
3. increase buy rate

111
Q

What media is best when the customer is in the AWARENESS stage of the customer journey?

A

mass media

112
Q

What media is best when the customer is in the APPEAL stage of the customer journey?

A

image media, targeted media

113
Q

What media is best when the customer is in the ASK stage of the customer journey?

A

media allowing for detail; search

114
Q

What media is best when the customer is in the ACT stage of the customer journey?

A

media near purchase

115
Q

What media is best when the customer is in the ADVOCACY stage of the customer journey?

A

social media; post-purchase media

116
Q

True or false: not all customers go through the stages of the “funnel” in the proper order.

A

TRUE

117
Q

What is STP marketing?

A

[S]egment the market -> choose your [T]arget -> [P]ositioning / promise

118
Q

Name a few examples of ways to demographically segment a market.

A

income
age
race
sex
family

119
Q

Name a few examples of ways to psychographically segment a market.

A

values
opinions
attitudes
activities
lifestyle

120
Q

Name a few examples of ways to geographically segment a market.

A

international
regional
zip code
climate

121
Q

Name a few examples of ways to behaviorally segment a market.

A

volume
benefits sought
usage rate
usage occasion
brand loyalty

122
Q

The average internet user has 5.54 social media accounts. This is a:
- fact
- trend
- insight

A

fact

123
Q

People post pictures of significant events on social media
as soon as they happen in real life. This is a:
- fact
- trend
- insight

A

trend

124
Q

A significant event lacks significance until other people
have responded to it. This is a:
- fact
- trend
- insight

A

insight

Integrated Marketing Communications (2 decks)

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