Final Revision Lecture Flashcards
Promotional Mix?
Advertising Direct Marketing Interactive/Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling
Integrated Marketing Communications is???
- A marketing communications planning concept.
- Recognises the value of a comprehensive plan.
*A plan that evaluates the strategic roles of several communications disciplines: Advertising Direct marketing Sales promotion Public relations
ADVERTISING
Any paid form of nonpersonal communication about an organisation, product, service, or idea by an identified sponsor
DIRECT MARKETING
Whereby organisations communicate directly with target customers to generate a response and/or a transaction
INTERACTIVE/INTERNET MARKETING
Allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time
SALES PROMOTION
Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
PUBLICITY
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
PUBLIC RELATIONS
Is a management function which manages & controls a program of action to earn public understanding & acceptance
PERSONAL SELLING
A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.
What is an IMC Plan?
Provides the framework for developing, implementing, & controlling the organisation’s integrated marketing communications programs & activities
Structure of an IMC Plan
Introduction Situation Analysis: Market, Environment, Company, Customer, Competitor, & SWOT analysis Objectives Budget Target Audience Communication Strategy Creative Strategy Media Planning Media Strategy Campaign Research & Evaluation Conclusion Appendix
Participants in the Advertising Process
Advertiser (client)
Advertising Agency
Media
Potential Customer
Advertiser
Organisations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
Advertising Agency
A firm that specialises in the creation, production, and/or placement of advertising messages and may provide other services that facilitate the marketing communications process.
Media
Organisation whose function is to provide information/entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print or broadcast messages.
