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Integrated Marketing Communications > Integrated Marketing Communications Channels > Flashcards

Integrated Marketing Communications Channels Flashcards

1
Q

What is Media Strategy?

A

Involves analysing and choosing media for an advertising and marketing communications campaign.

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2
Q

What is Reach?

A

The number of individuals, households or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period.

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3
Q

What is Frequency?

A

The average number of times there is exposure to a particular advertisement.

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4
Q

What is Opportunity?

A

To see – Cumulative exposure.

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5
Q

What is Gross Rating Point?

A

It measures the impact or intensity of a media plan.

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6
Q

What is Cost (per thousand)?

A

How cost effective one medium is compared to another.

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7
Q

What are Ratings?

A

The % of a firms target market exposed to a television show or number of readers of a print medium.

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8
Q

What is Continuity?

A

The exposure pattern or schedule.

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9
Q

What are Impressions?

A

The total exposures of the audience to an advertisement

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10
Q

What are some Key Advertising Objectives?

A
  1. The ability to effectively deliver visual content
  2. The time available to process the message
  3. The ability to deliver high frequency (no. of times the TA will be exposed)
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11
Q

How does Goals help Brand Recognition and Recall?

A

Recognition - Create/strengthen mental linkages

Recall - Place brand in evoked set

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12
Q

How does Method help Brand Recognition and Recall?

A

Recognition - Increase reach

Recall - Increase Frequency (repetition)

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13
Q

How does Best Media help Brand Recognition and Recall?

A

Recognition - TV, Magazines, Internet, Direct Mail, Billboards
Recall - TV, Radio, Newspapers, Internet

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14
Q

What Media is appropriate for Low Involvement Informational?

A

Any media will work because these are the easiest messages to process, needing to communicate a single simply presented benefit. There may be creative constraints that limit the media choice.

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15
Q

What Media is appropriate for High Involvement Informational?

A

The key requirement is enough time to process and consider the message so that it is accepted. This means the broadcast media should not be considered because the TA cannot control the pace at which they process the information.

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16
Q

What Media is appropriate for Low Involvement Transformational?

A

Good visual content capability is critical and high frequency is needed to build positive effect associated with benefit.

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17
Q

What Media is appropriate for High Involvement Transformational?

A

Strong visual content that will stimulate a strong emotional response and positive attitude and higher frequency may not be necessary.

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18
Q

What is the 3 Exposure Hypothesis?

A

It suggests that for an advertisement to make impact on a TA it requires a minimum of 3 exposures, regardless of individual needs or wants.

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19
Q

What is Recency Theory?

A

It proposes that even one exposure to an ad is enough to affect the customer.
So, the advertisement approach that aligns with this theory is spread the message by using a variety of media, each providing limited exposure as per the time period.

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20
Q

What is Effective Reach and Frequency?

A

It states that the minimum number of exposures need to be effective based on frequency and reach.

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21
Q

What are the 5 most Important Attributes used to choose the appropriate media?

A
  1. Increases brand salience (awareness of the brand at the time of purchase)
  2. Targets the right people in the right place at the right time
  3. Triggers a positive emotional response
  4. Increases campaign ROI
  5. Maximises campaign reach.
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22
Q

What is the Media Multiplier Effect Theory?

A

Suggests that the combined impact of using two or more mediums will be stronger than using either medium alone.

23
Q

What does PESO mean?

A

P - aid Media
E - arned Media (Publicity or Media Relations)
S - hared Media (Social Media)
O - wned Media (Business Owned Content)

24
Q

What is Paid Media?

A

Often viewed as the best strategy for targeting and controlling who is seeing your content. Must consider timing, budget, messaging and content creation.

25
Q

What is the Radio Attention Tactic?

A
  • Best at 60 seconds
  • Teenagers pay most attention.
  • Slice of life most effective.
  • 30 seconds is industry standard.
26
Q

What are Radio Formats?

A

Refers to the type of content a particular radio station plays. Target the tastes and preferences of a particular audience. Knowing the demographics of the audience of a radio format allows advertisers to target their message strategically.

27
Q

What is Outdoor Advertising Attention Tactic?

A
  • Drivers get bored and look at ads on motorways
  • Pedestrians notice posters
  • Not as effective on public transport
28
Q

What is the TV Attention Tactic?

A
  • Best at 90 secs
  • 30 seconds is industry standard.
  • With dual-screening you must make consumers pay attention to the audio.
29
Q

What is a Sponsorship?

A

Financial, or similar support, of an activity, (events, athletes, teams, etc.) used primarily to achieve specific business goals. Can help to build brand awareness, image, associations and opinions. Brand congruence and lack of clutter are opportunities in sponsorship investment

30
Q

What is the Print Media/Magazines Attention?

A
  • Colour helps
  • More than one page is better
  • Industry standards are ‘in the middle’.
  • Industry ads that are 2 pages and colourful are gold standard for attention
  • Inside pages are the least effective
31
Q

Examples of Digital Marketing?

A
  • Email
  • Online PR
  • SEO
  • Blogs
  • Social Networks
  • Social Media Advertising
32
Q

What are the 4 types of Internet Advertising?

A
  1. Search Engine Ads
  2. Display Ads on Platforms owned by others
  3. E-mail Ads
  4. Websites
33
Q

What is Search Engine Advertising?

A
  • 44% of internet advertising ispaid search advertising
  • Google is the most used
  • Advertisers bid against each other for keywords, or key phrases

Consider:

  • Attention probability
  • Structure of ad
34
Q

What are the 3 types of Display Ads?

A
  1. Banner Display
  2. Print Display
  3. Video Display
35
Q

What is a Banner Display?

A
  • Can be static or dynamic
  • People can use adblockers
  • Can be seen as intrusive
36
Q

What is a Print Display?

A
  • Can do full page, skyscraper, box, and leaderboard

- 1.00, .28, .22, & .18 attention probability, respectively (when no competing ads)

37
Q

What is a Video Display?

A
  • Account for 25% of display ad spending

- Prevalence declining due to advertisers’ concern about “viewability,”

38
Q

What are Email Ads?

A
  • Account for low of internet ad spend.
  • Permission-based or “opt in” e-mails have very high (.68) probability of being opened.
  • Spam e-mailsattention probability of just .07
39
Q

What are Websites?

A
  • More Informational
  • People self-select visits to websites so good for attention
  • Must be easy to navigate around and load fast
  • Easy to measure effectiveness
40
Q

What is Earned Media?

A
  • News or story generation through media relations, blogger outreach and organic search strategies.
  • Working with media gatekeepers for third -party validation and credibility.
  • Tell a unique and relevant story.
  • Requires timing, proper messaging, and content creation.
41
Q

What is Paid Search?

A

Allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords or phrases.

42
Q

What is Organic Search?

A

Based on unpaid, natural rankings determined by search engine algorithms, and can be optimized with various SEO practices

43
Q

What is Word of Mouth?

A
  • Consumer to consumer communication
  • Bad WoM = reduction in sales
  • It can also be online (eWoM)
44
Q

What is Media Relations?

A
  • Mutually beneficial associations between publicists or PR professionals and members of media that reaches audiences with news or features of interest.
  • Working with journalists to share newsworthy content with audiences.
  • Must develop and maintain them.
45
Q

What is Influencer Marketing?

A
  • Becoming more popular.
  • Paid media.
  • Influencer should have synergy with brand.
  • Influencer shouldn’t be promoting (many) other brands otherwise influence may dilute.
46
Q

What is Influencer Engagement?

A
  • Respond to detractors (unhappy customers).
  • Try and turn them into loyalists (those committed to buying your brand).
  • And eventually become a brand advocate
47
Q

What is Influencer Engagement Rate?

A
  • 1% = lowengagement rate.
  • Between 1% and 3.5% = average/good engagement rate.
  • Between 3.5% and 6% = highengagement rate.
  • Above 6% = very highengagement rate
48
Q

What is Shared Media?

A
  • Any content posted to socialmedia regarding your brand.
  • Can be very personalised & cost efficient.
  • It is online word of mouth, so you lose the ability to control it.
  • The slightest mistake can make it damaging if you do not do your research.
49
Q

What are the key things to consider with Shared Media?

A
  1. Timing
  2. Budget
  3. Messaging
  4. Content Creation
50
Q

What are the Advantages of Shared Media?

A
  • Brand Awareness
  • Humanizes your brand.
  • Customer service and support.
  • If a campaign is well received, the results are rewarding.
51
Q

What are the Disadvantages of Shared Media?

A
  • Difficult to predict exactly what your audience will like, comment, and share.
  • Even high-quality posts may not get the engagement you are looking for because there are so many other factors.
  • Must be meaningful content to promote engagement.
52
Q

What is Owned Media?

A
  • Communication channels that are within one’s control
  • More owned media = Better chance of SEO
  • Now because of digitalisation it expands into websites, videos, mobile apps, e-newsletters, etc.
53
Q

What are the Advantages of Owned Media?

A
  • Low-risk and a long-term asset to marketing efforts.
  • You have access to your own data
  • As long as content remains relevant, your audience will share and expand your reach.
  • Content channels essential - The vehicles you directly deliver content to audiences.
  • Community - The connections your customers have with each other. Can be online or offline.
54
Q

What are the Disadvantages of Owned Media?

A
  • Takes time to build a loyal and engaging audience.

- Owned marketing work best in combination with paid, earned, or shared marketing channels.

Integrated Marketing Communications (6 decks)

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