Integrated Marketing Communications Flashcards
Integrated Marketing Communications
The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message to audiences.
Advertising
Paid messages by corporations service providers, or other organizations to inform and influence those who receive them.
- Mass
- Fees paid for space or time
- Strength, Efficient means for reaching large numbers of people.
- Weakness, high absolute costs, difficult to receive good feedback
Personal Selling
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a persons or groups purchase decision.
- Customized
- Fees paid to salespeople as either salaries or commissions
- Strength, efficient means for reaching large numbers of ppl
- Weakness, extremely expensive per exposure. Messages may differ between salespeople
Public Relations
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its product and services.
Three Advertising Message Strategies
- Conative
- Cognitive
- Affective
Cognitive Message Strategy
- Presentation of a rational argument,
- Requires processing.
- Key message of the ad is about the products attributes or benefits.
- Awareness & Knowledge
Affective Message Strategy
Designed to evoke feeling and emotion.
Type: Resonance and emotional.
-Liking, Preference and Conviction
Conative
Tied to a desired consumer response. Goal is to elicit behaviour from the consumer. Involves a call-to-action.
-Actual purchase
Message delivery frameworks
- animation
- slice of life
- dramatization
- testimonial
- authoritative
- demonstration
- fantasy
- informative
Spokesperson selection is based on:
- attractiveness
- likability
- trustworthiness
- expertise
- credibility
TV Advertising Advantages
- high reach
- high frequency potential
- low cost per contact
- quality creative opportunities
- high intrusion value
- segmentation possibilities through cable outlets
TV Advertising Disadvantages
- Greater clutter
- Channel surfing during commercials
- Short amount of copy
- High cost per ad
- Low recall due to clutter
Radio Advertising Advantages
- lower cost per spot than tv
- low production cost
- high segmentation potential
- flexibility in making new ads
- intimacy (with DJs and radio personalities)
Radio Advertising Disadvantages
- short exposure time
- low attention
- few chances to reach national audience
- target duplication when several stations use the same format
- information overload
Out of home advertising advantages
- large, spectacular ads possible
- able to select geographic areas
- accessible for local ads
- low cost per impression
- broad reach
- high frequency on major commute routes
