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Marketing 1MA3 > Integrated Marketing Communications - Chapter 14 > Flashcards

Integrated Marketing Communications - Chapter 14 Flashcards

1
Q

What is IMC short for?

A

Integrated marketing communications

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2
Q

Integrated marketing communications

A

Rep the promotion dimension of the 4 Ps.
Encompasses a variety of communication disciplines - advertising, personal selling, sales promotion, etc - in combo to provide clarity, consistency, and max communicative impact

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3
Q

Sender

A

The firm from which an IMC message originates ; the sender must be clearly identified to the intended audience

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4
Q

Transmitter

A

An agent or intermediary w which the under works to develop the marketing communications; for ex, a firm’s creative department or an ad agency

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5
Q

Encoding

A

Process of converting the sender’s ideas into a message, which could be verbal, visual or both

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6
Q

Communication channel

A

The medium-print, broadcast, the Internet - that carries the message

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7
Q

Receiver

A

Person who reads, hears or sees and processes the info contained in the message or ad

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8
Q

Decoding

A

Process by which the receiver interprets the sender’s message

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9
Q

Noise

A

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels

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10
Q

Feedback loop

A

Allows the receiver to communicate w the sender and thereby informs the sender whether the message was received and decoded properly

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11
Q

What are the 7 steps in planning an IMC Campaign?

A
  1. Identify Target Audience
  2. Set Objectives
  3. Determine Budget
  4. Convey Message
  5. Evaluate and Select Media
  6. Create Communication
  7. Assess Impact
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12
Q

Objective and Task

A

The communication budget is set based on the cost of specific tasks required to achieve stated communication objectives

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13
Q

Limitations

A

Can be difficult to identify the specific tasks that will achieve the objectives and, as a result, it is the most difficult method to use

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14
Q

Competitive parity method

A

Method of determining a communications budget in which the firm’s share of the communication expenses is in line w its market share

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15
Q

Percentage of sales method

A

Method of determining a communications budget that’s based on a fixed % of forecasted sales

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16
Q

Affordable method

A

Method of determining a communications budget based on what is left over after other operating costs have been covered

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17
Q

What does a message provide target audience?

A

Reasons to respond in the desired way. A logical starting pt for deciding on the advertising message is to tout the key benefits of the product or service

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18
Q

What is USP short for?

A

Unique selling proposition

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19
Q

Unique selling proposition

A

A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign

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20
Q

Rational appeal

A

Helps consumers make purchase decisions by offering factual info and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides.

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21
Q

Emotional appeal

A

Aims to satisfy consumers’ emotional desires rather than their utilitarian needs

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22
Q

Media planning

A

The process of evaluating and selecting the media mix

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23
Q

Media mix

A

The combo of the media used and frequency of advertising in each medium

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24
Q

Media buy

A

The purchase of airtime or print pages

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25
Q

Mass media

A

Channels, such as national newspapers, magazines, radio and tv, that are ideal for reaching large numbers of anonymous audience members

26
Q

Niche media

A

Channels that are focused and generally used to reach narrow segments, often w unique demographic characteristics or interests

27
Q

Paid media

A

Media such as TV, print, radio, or display ads used to reach mass markets

28
Q

Owned media

A

Media controlled by the advertiser, such as its website, Facebook fan page, or Youtube channel

29
Q

Earned media

A

Media that results from word-of-mouth, buzz, or publicity

30
Q

Advertising schedule

A

Specifies the timing and duration of advertising

31
Q

What are the 3 types of schedules

A
  1. Continuous advertising schedule
  2. Flighting advertising schedule
  3. Pulsing advertising schedule
32
Q

Continuous advertising schedule

A

Runs steadily throughout the yr and therefore is suited to products/services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising.

33
Q

Flighting advertising schedule

A

Refers to one implemented in spurts, w periods of heavy advertising followed by periods of no advertising. This pattern generally functions for products whose demand fluctuates

34
Q

Pulsing advertising schedule

A

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

35
Q

Pretesting

A

refers to assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do

36
Q

Tracking

A

Monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems w the message or the medium.

37
Q

Post-testing

A

Evaluation of the campaign’s impact after it has been implemented.

38
Q

Frequency

A

Measure of how often the target audience is exposed to a communication within a specified period of time

39
Q

Reach

A

Measure of consumers’ exposure to marketing communications; the % of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

40
Q

What is GRP short for?

A

Gross rating points

41
Q

Gros rating points (GRP)

A

Measure used for various media advertising - print, radio or television;

42
Q

GRP Equation

A

GRP = reach x frequency

43
Q

Click-through tracking

A

Measures how many times users click on banner advertising on websites

44
Q

What is SEM short for

A

Search engine marketing

45
Q

Search engine marketing (SEM) :

A

Use of tools such as Google AdWords to increase the visibility of websites in search engine results

46
Q

Impressions

A

The number of times an ad appears to a user

47
Q

What is CTR short for?

A

Click-through rate

48
Q

Click-through rate (CTR)

A

The number of times a user clicks on an ad divided by the number of impressions

49
Q

What is ROI short for

A

Return on Investment

50
Q

Return on investment (ROI) :

A

Used to measure the benefit of an investment, ROI is calculated by dividing the gain of an investment by its cost

51
Q

ROI Equation

A

ROI = Sales revenue - Advertising cost / Advertising cost

52
Q

Advertising

A

Paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.

Traditionally, advertising has been passive and offline; these days advertising is increasingly placed online and is interactive

53
Q

Personal selling :

A

2 way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision

Personal selling can take place face to face, video teleconferencing, on the phone or over the Internet.

54
Q

Sales promotions :

A

Special incentives or excitement-building program that encourage the purchase of a product or service, such as coupons, rebates, contest, etc.

55
Q

Direct marketing :

A

Marketing that communicates directly w target customers to generate a response or transaction.

Direct marketing offers benefits to buyers and sellers.

56
Q

Direct mail/email :

A

A targeted form of communication distributed to a prospective customer’s mailbox or inbox

57
Q

Direct response TV (DRTV) :

A

TV commercials or infomercial with a strong cal to action

58
Q

Public relations (PR) :

A

Organization function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavourable stories or events and maintaining positive relationships w the media.

59
Q

Cause related marketing :

A

Commercial activity in which businesses and charities form a partnership to market an image, product or service for their mutual benefit; a type of promotional campaign

60
Q

Event sponsorship :

A

A popular PR tool; occurs when corporations support various activities, usually in the cultural or sports and entertainment sectors.

61
Q

Digital media :

A

Tools range from simple website content to far more interactive features such as corporate blogs, online games, etc.

Marketing 1MA3 (13 decks)

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