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Mark201. > EXAM Prep. > Flashcards

EXAM Prep. Flashcards

1
Q

What is the Integrated Marketing Communications (IMC)?

A

The co-ordination and management of promotional and marketing elements that communicate to the consumer & other stakeholders.

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2
Q

What are the 6 key parts of the Integrated Marketing Communications (IMC)?

A

Complementary - elements of the marketing mix
Consistent message
More efficient use of promotional budgets and tools
Greater impact
Better overall control
Greater reach with the target market

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3
Q

What are the 4 stages of the life cycle?

A
  1. Introduction
  2. Growth
  3. Mature
  4. Decline
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4
Q

What is the Push Strategy?

A

Business try to take product to consumers by getting retailers to stock product.

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5
Q

What is the Pull Strategy?

A

Business try to get consumers to come to them through advertisements, words of mouth etc.

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6
Q

What are the 6 steps of the campaign planning issues?

A
  1. Goal setting and tracking
  2. Campaign insight
  3. Segmentation and targeting
  4. Budgeting and selecting the digital media mix
  5. Offer and message development
  6. Integration into overall media schedule or plan
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7
Q

What is the definition of SMART?

A

Specific, Measurable, Attainable, Relevant, Time Specific.

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8
Q

What are Marketing Objectives

A

Marketing objectives are specific outcomes that can be measured.
Example - to increase market share in the industry by 10% for year ending 31 December 2018.

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9
Q

What are Sales Promotions?

A

Are short term incentives directed at buyers designed to obtain immediate and easily measurable behavioural responses.

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10
Q

What are marketing goals?

A

A broad statement about what an organisation hopes to achieve via its corporate/marketing strategies
Example - to be seen as the essential companion to anyone dieting

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11
Q

What are communication objectives?

A

What the company aims to achieve with its promotional programme.
Example - By October 1 2018, 60% of target market would have interacted with the product.

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12
Q

What are the 4 common budget methods?

A
  1. Percentage of sales - basing off last year sales or expected sales.
  2. Affordable Method - how much the company can afford
  3. Competitive parity method - based on what competitors are expected to be spending
  4. Objective and task method - based on how much it costs to achieve objectives and tasks that are set by objectives.
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13
Q

Define Reach

A

The percentage of the target audience that is exposed to the advertising message at least once during the specific time frame

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14
Q

Define frequency

A

The number of times on average during the specified time period that the target audience will be exposed to the advertising message.

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15
Q

CPM stands for?

A

Cost per thousands

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16
Q

IDU benefit analysis (Importance Delivery Uniqueness)

A

IDU is a multi attribute model useful to help managers in deciding: which benefits are important
Which benefits out brand deliver well on
What benefits to focus on in the firms communication strategy

17
Q

What is the Single Minded Proposition - SMP?

A

The most important thing you can say about your brand based on strategic proposition
Example - V “V keeps you going for longer”

18
Q

What are the 4 message appeals?

A

Emotional vs Rational
Sex
Humours
Fear

19
Q

Continuous Schedule Definition

A

Advertisement runs continuously for a specified time period

20
Q

Flighting Schedule

A

Advertisement runs for a period, then stops for a period, then starts again. Good for seasonal advertising

21
Q

Pulsing Schedule

A

Combines both flighting and continuous by having low period of advertisement continuously but also having heavy peaks of advertisement during certain time periods.

22
Q

Search Engine Marketing (SEM)

A

SEM is promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site

23
Q

What are the 2 main types of SEM?

A 
Natural or Organic listings
Paid Search (pay-per-click) Marketing PPC.
24
Q

What is Search Engine Optimisation (SEO)

A

A structured approach used to increase the position of a company or its products in search engine natural or organic results listings (the main body of the search results page) for selected key words or phrases.

25
Q

Advantages of SEO

A

Significant traffic driver
Highly targeted
Potentially low-cost visitors
Dynamic

26
Q

Disadvantages of SEO

A 
Lack of predictability 
Time for results to be implemented
Complexity and dynamic nature 
Ongoing investment 
Poor for developing awareness in comparison with other media channels
27
Q

4 steps to optimising your website

A

Target market business analysis
Keyword research and development
Content optimisation and submission
Continuous testing and measuring

28
Q

4 key areas of Public Relations (PR)

A

Attracting visitors through searches
Engagement and dialogue
Building campaign buzz
Defensive / crisis

29
Q

What is the channel buyer behaviour (key ratios)

A

Describes which content is visited and the time and duration

30
Q

What is the Channel Outcomes (key ratios)

A

Record of customer actions taken as a consequence of a visit to a site

31
Q

What is the conversion rate

A

Percentage of site visitors who perform a particular action such as making a purchase

32
Q

Why do Marketing Metrics matter?

A

Measures firms activities and performances
Used to identify problems
Help make decisions

33
Q

Disadvantages of Marketing Performance Metrics

A

Performance metrics can be misused
Quality of analysis depends on data - garbage in garbage out - need to use accurate numbers
Utilise several metrics before making decisions.

34
Q

Net Marketing Contribution (NMC)

A

Measures marketing profitability

How effective strategies are

Mark201. (2 decks)

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