integrated marketing communications

Question 1

IMC disciplines (6)

Answer 1

advertising
personal selling
public relations
direct marketing
online/social media

Question 2

goal of IMC

Answer 2

ensure all the various marketing mix elements work together to deliver a consistent message

Question 3

AIDA model

Answer 3

awareness
interest
desire
action

Question 4

awareness metrics

Answer 4

aided recall

top-of-mind awareness

Question 5

interest

Answer 5

persuasion

want to know more about it, further investigations

Question 6

desire

Answer 6

moves i like it to i want it

imagery, fizz, tactics to create desire

Question 7

action

Answer 7

ultimate goal
purchasing
behavioural changes
attitude changes
physical actions

Question 8

advertising 7 steps

Answer 8

identify target audience
set objectives
determine the advertising budget
convey the message
evaluate and select media
create advertisements
assess impact using marketing metrics

Question 9

step 1: identifying the audience

Answer 9

conducting research to identify, set the tone and select media use

Question 10

step 2: advertising objectives

Answer 10

push strategy
pull strategy
inform
persuade 
remind

Question 11

step 3: determining the advertising budget (5)

Answer 11

stage of PLC
market share
competition and clutter
advertising frequency
product differentiation

Question 12

step 4: convey the message

Answer 12

USP

appeals

Question 13

step 5: evaluate and select media (6)

Answer 13

media mix
media buy
media timing/ schedule
continuous schedule
flighting
pulsing

Question 14

step 6: create advertisements

Answer 14

attempt to maximise use of medium’s ability
execution style dictate type of medium used
ethical dilemmas

Question 15

step 7: assess impact using marketing metrics

Answer 15

pretesting
tracking
post-testing

Question 16

sales promotion

Answer 16

mass communication technique, short term incentives
coupons
deals 
contests
loyalty programs
samples

Question 17

public relations elements

Answer 17

website
news
speeches
special events
written materials
audiovisual materials
corporate identity materials
public service activities

Question 18

personal selling

Answer 18

probe customers
adjust market offer specifically
negotiate terms
build long-term relationships

Question 19

direct and online marketing

Answer 19

direct communications with carefully targeted consumers to obtain an immediate response
increased use of tech, social media, made it a growing element
big data

Question 20

setting and allocating the IMC budget

Answer 20

objective and task method

rule-of-thumb methods