final Flashcards
what are the goals of IMC? (2)
1) to generate short-term financial returns and 2) to build long-term brand and shareholder value
what are the 3 action-oriented processes of IMC? what three areas do they impact?
development, execution, evaluation of coordinated, measurable, and persuasive brand communication programs
which populations do IMC’s brand communications programs target? (7)
consumers and customers, prospects, employees, associates, and other relevant external and internal audiences
what are the 6 basic elements of the IMC plan?
- review of the marketing plan2. promotional program situation analysis3. analysis of the communication process4. budget determination5. development of the IMC program6. monitoring, evaluation, and control
what trends are driving companies to adopt IMC?
growth of technology and databases:more consumer power:brand parity:decline in mass comm and mass advertising:
how did the growth of technology and databases impact the adoption of IMC?
the Internet is influential, with online versions of nearly every traditional media channel existing digitally. targeting can be based off of specific consumer interests or consumer product searches.
how did the power of the consumer impact the adoption of IMC?
consumer lifestyles and media consumption habits have changed; consumers are less responsive and even turned off by advertising and marketing comm, forcing advertisers to adopt their messages and the delivery of these messages
how did the fragmentation of mass markets impact the adoption of IMC?
viewing audiences moved away from larger forms of media like traditional broadcast networks and radio, to more targeted cable networks, DVDs, Internet, video games, requiring advertisers to adapt to micromarketing across various media channels
what does promotion provide? what are the remaining 4 aspects of promotion?
provides:
- brand information
- incentives to act
- brand reminders
- builds awareness of product/brandcreates a brand image –> brand equity
- persuades, reinforces past purchases and brand experiences
what are the 3 steps of persuasion in promotion?
formation, strengthening, and change
what are the functions of promotion? (6)
advertising, sales promotion, pr/publicity, personal selling, direct marketing, digital/Internet
what is the focus of a promotional program situational analysis?
the factors that influence or are relevant to the development of a promotional strategy
what are the factors that contribute to a brand? (7)
name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand
what are the 3 functions of a brand?
a) Differentiates a product from its competitors
b) Makes a promise to consumers
c) Serves as the driving, unifying force directing all functional areas, including IMC
what are the different steps in the target marketing process? (4)
1) Identifying markets with unfulfilled needs2) Segmenting the market3) Targeting specific segments4) Positioning one’s product or service through marketing strategies
what are the processes in identifying markets with unfulfilled needs? (3)
identifying the specific needs of the groups of people, selecting 1 or more of these segments as a target, and developing marketing programs directed to each
how does target market identification isolate consumers?
according to similar lifestyles and needs
how does market segmentation divide a market?
into groups that 1. have common needs 2. will respond similarly to a marketing action
what are the key attributes of brand cues/elements? (5)
1) Desire memorability of brands2) Create a meaningfulness3) Maintain an aesthetic appeal4) Its transferability to all aspects of your business/endeavors5) Adaptability/flexibility over time
how can customers be segmented psychographically?
personality, values, lifestyles (based on AIOs)
how can customers be segmented demographically?
sex, age, family size, education, income, social class
how can customers be segmented geographically?
state, nation, counties, neighborhoods
how can customers be segmented socioeconomically?
high-income, median-income, low-income
what are the 2 general ways customers can be segmented?
according to their characteristics and their buying situation
what are the 5 ways customers can be segmented based on their buying situation?
behavior/involvement (combined with psy/demo segmentation to create customer profiles), outlet type, usage, awareness/knowledge, benefits
maria is a mother of 2 and tries to restrict her daughters’ TV viewing to only a half-hour every day. she’s a stark opponent of advertising to children. at a recent PTA meeting, she presents arguments as to why she doesn’t want advertising shown at the school.what are some arguments she might present?
children lack the knowledge and skills to evaluate advertising claims; children cannot differentiate between programs and commercials
tia is a marketer for a small, local agency, and a mother of two girls and one boy. she’s at the same PTA meeting as maria, a mother who opposes advertising to children. while tia can understand where she’s coming from, she disagrees. what are some arguments that tia might present at the PTA meeting?
- children must learn about capitalism and advertising through socialization; it’s the best way to prepare them and help them to differentiate fact from fiction and become critical consumers
- children must acquire skills needed to function in the marketplace
- advertising is a part of life and children must learn to deal with it (consumer socialization process)-existing regulations are adequate
what is the purpose of brand positioning?
to fit the brand to 1 or more segments of the broad market so that it’s set apart from the competition in the minds of stakeholders
what are the 2 focuses of brand positioning?
consumer and competition (relationship to other brands)
what are the 8 brand positioning strategies?
ABPUPPCCR
- attributes and benefits
- price or quality
- use or application
- product class
- product user
- competitor
- cultural symbols
- repositioning
what does advertising = market power reflect? how does it view advertising?
traditional economic thinking; a way to change consumers’ tastes, low their sensitivity to price, and build brand loyalty
what is the result of the advertising = market power?
higher profits, reduced competition, higher prices, fewer choices, promotes materialism
what does advertising = information reflect? how does it view advertising?
a more positive view of advertising’s economic effects; as providing customers with useful information, increasing their price sensitivity, and increasing market competition
what is the result of the advertising = information?
pressure for high quality and lower prices, forces insufficient brands out, creates economic demand
how can consumers be segmented behavioristically?
product or brand usage, degree of use, brand loyalty combined with demographic/psychographic criteria
what is the goal of the push strategy? what does it try to convince people of?
to push the product through channels of distribution by aggressively selling and promoting the items to resellers; they can make a profit on a manufacturer’s product and to encourage them to order the merchandise and push it through to their customers
what is the goal of the pull strategy? what does demand of the user level result in?
to increase demand among consumers and encourage them to request the product from the retailer. retailers will order the product from wholesaler, who will request it from the manufacturer. demand at the user level pulls the product through the channels of distribution.
what is branding about? what type of branding is this?
building and maintaining a favorable identity and image of the company and/or its products in the mind of the consumer; successful branding
what is the relationship between brands and identity? (3)
-The brand experiences need to become connected to your self/individual identity (your self schemata)-The brand experiences need to become connected to your social identities-Self/Social expression through brands (from lecture)
what are the different steps, in order, of consumer decision-making process?
problem recognition → information search → alternative evaluation → purchase decision → postpurchase evaluation
what are the different steps, in order, of psychological process?
motivation → perception → attitude formation → integration → learning
what is the memory-based (multi-attribute) attitude model a function of?
- Accessibility/saliency of available beliefs or considerations in one’s memory2. How much weight or applicability each accessible belief/consideration is given■ When prompted to make an evaluation, individuals recall all accessible positive and negative considerations in memory X the weight each is given
What is the online model (affect referral decision rule)? (3)
Overall impression is the product of the series of evaluative impressions formed at the time of information exposure
Individuals have running online tally or effective integrator, which is updated when new info is gathered
Recall overall impression/tally as heuristic (mental shortcut) to base evaluation
How does the base online model differ from the memory-based model?
The online model differs from the memory based model because it is heuristic evaluation versus cognition and direct thought process
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to price?
she would have a positive attitude
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to taste?
she would have a negative attitude
what 4 strategies can be employed to change attitudes?
○ Change beliefs/valence about an important attribute or consideration○ Change the weight given an attribute or consideration ○ Make a new consideration or attribute available ○ Influence the accessibility/salience of available consideration or attributes.
annette is considering purchasing a new deodorant, and is stuck between secret and tom’s. how would she analyze her decision if using the online model?
annette would tally each interaction with the brand as positive or negative, updating it when presented with new information. then, using heuristics, she would choose the brand that has the most positive impression
what is behavioral learning and operant conditioning and their relation to strat comm?
behavioral learning is a mental association comprised of classical conditioning. operant conditioning is based on reward and punishment and comprised of shaping.
what are four common types of consumer response models of messages?
-AIDA-hierarchy of effects model-innovation adoption model-information processing model
which model shows the stages a consumer passes through in the adopting of a new product?
innovation adoption model
which process shows how advertising works?
hierarchy of effects model
which model was developed to depict stages in personal selling process
aida
which model shows the process through which a consumer must pass through to be influenced by advertising
information processing model
what is the aida model characterized by
the depiction of stages in personal selling process
what is the information processing model characterized by
the process through which a consumer must pass to be influenced by marketing
what is the innovation adoption model characterized by
the stages a consumer passes through in the adopting of a new product
what is the hierarchy of effects model characterized by
the process of how advertising works
what are the 2 commonalities across the consumer response models of messages?
attention and awareness
what is the basic premise of the hierarchy of effects model?
that advertising effects occur over a period of time and that advertising may not lead to immediate behavioral response or purchase; aka purchase funnel
what is a challenge facing companies introducing new products? who is the innovation adoption model especially important to?
to create awareness and interest among consumers and to evaluate the product favorable; companies that are using IMC tools to introduce new products to the market
what is the most important stage and most difficult stage, according to the AIDA process?
the action stage, or getting the customer to make a purchase commitment and closing the sale
in the information processing model, what does the model assume about the receiver? what is this model similar to? what stage does this model have that others do not and why is it important?
the receiver is an information processor/problem solver; hierarchy of effects; retention (receiver’s ability to retain valid/relevant info) and it’s important because most promo campaigns are designed to provide info to use later
match the KAB model with the appropriate model name:
- KAB
- KBA
- BKA
- BAK
- AKB
- learning
- rational
- grudging acceptance
- dissonance
- affinity
what two major set of factors determine which models are most appropriate?
- amount of involvement/motivation2. differentiation between choices/options
which model is characterized by a product doing well being supported by a campaign to get repurchasers of the brand? when is this most applicable?
affinity (AKB); when you want to build off of the pre-existing positive attitude to promote a brand extensions
which model is characterized by people being forced to buy a necessity? when is this most applicable?
grudging acceptance (BKA); when you don’t want to but you need to
which model is characterized by a supplying of information leading to attitude formation or change and behavior influence? when is this most applicable?
learning (KAB); high involvement and high differentiation
which model is characterized by gaining information about a product and using that knowledge to make a purchase? when do you form an attitude about it? when is this most applicable?
rational (KBA); after product use; when involvement is low, there are minimal differences among alternatives, and mass media advertising is important
which model is characterized by behaviors leading to attitudes serving as a knowledge base? when is this most applicable? what is used as promotion?
dissonance (BAK); when consumers must choose between two alternatives that are similar in quality but are complex and may have unknown attributes; reinforcement
