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Marketing > IMC > Flashcards

IMC Flashcards

1
Q

Marketing communications

A

What message will we create

How will we create it

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2
Q

2 major tool classes available

A

Mass communications eg advertising

Direct communications eg mobile marketing

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3
Q

Promotional mix

A 
Advertising
Personal selling
Direct marketing 
Digital marketing
Publicity
Sponsorship
Personal selling
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4
Q

Advertising

A

Create awareness
Reach large market fast
Repetition-remember
Legitimize sales effort

Impersonal
Can’t close sale

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5
Q

Sales promotion

A

Incentives
Short term effects

Overuse long term-cheapen brand image

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6
Q

Publicity

A

Credibility (3rd party message)
Free

Little control -message may be ignored/distorted

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7
Q

Sponsorship

A

Useful for brand building and publicity
Op to entertain business partners
Demonstrate good will
Popular

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8
Q

Direct marketing

A 
Targets individual customers
Personalized
Easy to measure effectiveness
Build relationships
Less visible to competitors

Expensive
Low response rate
Constant contact is annoying

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9
Q

Digital marketing

A

Global reach at low cost
Easy measure effectiveness
Convenient

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10
Q

Minor techniques

A

Exhibitions
Events
Product placement
Ambient/guerrilla/buzz marketing

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11
Q

5 characteristics effecting choice

A 
Cost and available resources
Market size and concentration
Customer info needs
Product characteristics
Push v pull strategies
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12
Q

Framework for implementation on IMC

A 
Marketing strategy
Positioning strategy
Communications decisions
Communications strategy
Evaluate
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13
Q

Communications decisions

A 
Identify target audience 
Set communications objectives 
Create message
Select promotional mix
Set promotional budget
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14
Q

Developing advertising strategy

A

Analysis of target audience
Define advertising objectives
Set budget

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15
Q

% of sales

A

Oldest, weakest
% of revenue goes to advertising
If revenue drops so does advertising

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16
Q

Competitive party

A

Look at competitors spending and compare

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17
Q

Affordability

A

What a business can afford to spend

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18
Q

Objective and task

A

Most logical

set objectives

19
Q

Why is sales promotion popular

A 
Increased impulse purchasing
Rising cost of advertising
Shortening time horizons
Competitor activities
Measurability
20
Q

Define sales promotions

A 
Incentives for action
Influence later stages of buying process
Direct influence on customer behavior 
“Closes’ deal 
Stimulates action
21
Q

3 SP categories

A

Consumer promotions
Trade promotions
Sales force promotions

22
Q

Consumer promotions

A

Special offers, competition

23
Q

Trade promotions

A

Free merchandise

Special terms

24
Q

Sales force promotions

A

Competition for salespeople - incentive and motivation scheme
Eg beat sales by10% and get bonus

25
Q

SPS coupon

A

Encourages trial of new product and repurchase

26
Q

Premium SPS

A

Something extra for same spend

Moves more stock

27
Q

Money off SPS

A

Customers only buy due to special offer

28
Q

Bonus packs SPS

A

Similar to premiums but built into pack

29
Q

SPS temporary price discounts

A

Last for a specific time

30
Q

Sampling

A

Change customer behavior and attitude towards good

31
Q

Prize promotions

A

Self liquidation-charge for entry

Eg Enter competition to win prize

32
Q

Loyalty cards

A

Longer term

Customer can be targeted from info with suitable purchases

33
Q

Sales promotion impact on sales

A

Positive short term

Long term-double edged sword.

34
Q

Double edged sword

A

Sales boost short term but drop longer. Customers are stocked up

35
Q

3 vip publicity characteristics

A

Credible message
No direct media costs
No control over publication

36
Q

Sponsorship 5 objectives

A

Gain publicity
Create entertainment ops eg frills(corporate box)
Foster favorable brand and company associations
Improve community relations
Create promo ops

37
Q

Why sponsorship

A

Generate brand awareness
Move target market toward positive brand perception and awareness
Stakeholder interaction

38
Q

Sponsorship advantages

A

Cost effective
All sectors can be reached
Offers creative ops
Lends to integrated communications

39
Q

Sponsorship disadvantages

A

Misunderstood
Sports clubs etc can alienate brand from competitors
Uncontrollable variables (eg actions of sponsored)
Ambush marketing frustration

40
Q

Developments in sponsorship

A

Ambush marketing

Piggybacking

41
Q

Ambush marketing

A

attempt to associate with even without paying owner a fee

42
Q

Piggybacking

A

One company paying money to be a sponsor and another company’s involvement

43
Q

Ambient/guerrillero advertising

A

Deliver message in unexpected means to get attention

Marketing (16 decks)

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