IMC and Interactive Marketing (Chapters 13-14)

Question 1

What is AIDA?

Answer 1

Action
Desire
Interest
Attention (Awareness)

Question 2

What is the pneumonic device for AIDA?

Answer 2

Make target AWARE
Get target INTERESTED in brand’s value (knowledge, understanding)
Build target’s DESIRE or preference for brand over others
Make the target take ACTION

Question 3

What is the IMC?

Answer 3

(Integrating Marketing Communication). Refers to the plan for how to use promotional mix to achieve communication objectives, implementation of plan. Plan for optimal use of promotional elements.

Question 4

What is promotion?

Answer 4

Comms by marketers that inform, persuade, remind and build relationships with potential buyers of product to influence opinion/elicit response.

Question 5

What are the goals of IMC?

Answer 5

Move customers through an experience towards purchase and advocacy of brand, deliver right message to right audience at right time in right place in right voice.

Question 6

What should we do in content management?

Answer 6

Create content for media that draws consumers into convo, make it interesting and consistent (to target).

Question 7

What is media scheduling?

Answer 7

Specifies exact media to be used for campaign, when and how often msg should appear, outlines planner’s best estimate of which media/vehicles will be most effective in attaining campaign objectives.

Question 8

What are the media scheduling terms?

Answer 8

Impressions - # of ppl who will be exposed to a msg placed in 1 or more media vehicles.
Reach - % of target market exposed to media vehicle.
Frequency - Average # of times person in target group will be exposed to vehicle.