IMC Flashcards
Is MARCOM task, transactional or interactional orientated?
MARCOM is part of corporate communications. The degree of transactional, task and interactional orientation depends on the actual situation (see pyramid of communication). However, the mix of transactional, task and interactional orientation should be defined actively and coordinated.
Overall, MARCOM is focused on transactions with target groups in different markets.
What is the aim of the “Media-Richness-theory”?
This theory says that communication channels / instruments should be selected due to the complexity of the task and the degree of performance of the channels/instruments.
Do not “abuse” channels/instruments: e.g. editorial article is rather part of corporate communication (information) and not part of marketing communication (propaganda)
What is the difference of the decission making process between high-involvement and low-involvement products/services.
For the decisions maker step two and three are exchanged:
- Low-involvement: behavior before attitude
- High involvement: attitude before behaviour)
For IMC: the application of marcom instruments (time order) differs. In general, successful communication for low-involvement products needs more creativity since the consumer need must first be activated
What are the main instruments of marketing communication?
- Media Advertising
- Sales
- Sales Promotion
- Product PR
- Direct Marketing
- Sponsoring (incl. Product Placement)
- Event Marketing
- Fairs & Exhibition
- Social Media Communication (Performance Marketing, Affiliate Marketing, Targeting, Mobile, etc)
What is the difference beetween Corporate PR (CPR) and Product/Service PR (PPR)?
The content/position within the organization:
CPR is carried out by a centralized position situated in general near board of directors (Public Affairs, Lobbying, Financial/Investorr Relations, Location PR, Crisis Communication, etc).
PPR is carried out within a marketing (communication) department (Media PR, Internal PR).
What are the 3 Rs of the customer life cycle?
- Recruitment
- Retention
- Recovery
Note: investments in customer retention are far less expensive than to gain/recruit, recover new customers.
Why has IMC as a basic principle of communication become more important?
Due to the changing market conditions (saturated markets, growing complexity, information overload, growing market differentiation).
Result: information/communication does not reach recipients anymore, or is not consumed/used anymore by the receipients. Therefore, the principle of integrated communication (content, form, time) leads to higher communication impact
Which sort of media exist?
Paid: Advertisments (you pay for it)
Earned: your news is so important that a newspaper, magazine, etc brings an article
Owned: it’s your media channel (Coop Zeitung)
What is the definition of Communication?
Communication is the process by which individuals share meaning.
What are the planning levels/parts in IMC concept (source: Manfred Bruhn)?
- Strategy Paper: as foundation of communication success
- Communication Rules: as foundation for the strategy implementation
- Organisation Rules: as strong part of the concept to prevent failure in the communication work due to organisational weakness
What are the 10 steps of IMC?
- SWOT Analysis
- Strategic Positioning
- Definition of 1st and 2nd target group
- Definition of target group objectives
- Definition of Core Idea including:
- Core Messages
- Single Messages
- Definition of Guiding Idea and Design Principles including:
- Crystallisation-, Integration and Follow-Up Instruments
- Definition of Objectives of Measures and
- Choice of Communication Tools
- Definition of the Communication Budget
- Definition of the organizational rules for implementation
- IMC Controlling
Which of the ten steps of IMC (Betty Bossi Recipe) are to be planned top down und which bottom up?
Top down: Steps 1 to 4 (strategy paper) and 5 / 6 (communication rules), because need to be planned/defined by a generalist with large knowhow of and experience in communication.
Bottom up: Steps 7 to 10. In third part specialists in each field of communication (from the different communication departments, or different types of agencies) should be included due to their specialists knowhow.
Why is branding an important issue in communication?
A brand creates two values:
- Commercial value: safety (guaranteed performance for maybe a little bit more money)
- Psychographical value: effect (emotional relationship/ commitment)
It’s an important goal to get ‘top of mind’ but also reach the hearts of the customers ‘king of hearts’. Excellent to dominant brand awareness level increases the company value and its entrepreneurial flexibility.
What are the four methods of budgeting?
- Percentage of turnover (previous year etc.)
- Profit targeting (all you can afford)
- Orientation at competitors
- Objective-measures calculation
Proposition: Start with objective-measures calculation and adapt. However, budget cuts may lead to more single and uncoordinated communication measures/actions which are in contradiction to the IMC philosophy. If executed so by several market players only main communication instruments are applied and the thereby resulting concentration of communication can lead to an information overload…and thus finally be less effective and more expensive.
What is the link between target groups definition and core and single messages?
Only few core messages to be defined for the main target groups (Apply only a few but consequent core messages).
Several single messages to be defined per core message. Single messages are specifically shaped for different segments (parts of your target groups) in order to proof your customer benefit promises.
Please describe the elements of cross screen planning. Which cross media instrument are suitable for which goal?
