Intro Flashcards
This is the optimal combination and coordination of the promotional mix elements designed to provide clarity, consistency, and maximum communications impact
Integrated Marketing Communications (IMC)
The structured and composed non-personal communication of information
Usually paid for
Usually persuasive in nature
Advertising
Pull strategy
To induce consumers to try the brand and to suggest re-use
Push strategy
To stimulate the distribution of a brand
4 reasons you would want to slow demand
Bad behaviors (smoking, texting/drinkingwhile driving)
New iterations of iPhone
Competitor/competitive analysis
Exclusivity of brands
Product parity
Companies can copy each other quickly and compete by price, consumers are not brand loyal (toothpaste)
Sound bite decision making
Too much to take in, process things at a surface level
Deal with inundation of information (advertising)
Consistency allows you to process more information
When companies can copy each other quickly and compete by price, customers are not brand loyal
Product parity
When there is too much to take in, process things at a surface level, deal with inundation of information (advertising)
Sound bite decision making
Communication source
Party who formulates an idea
Communication encoding
Translates the idea into a message
Message
Idea to be sent
Communication Channel
Medium or set of media carrying message
Party who formulates an idea (communication)
Source
Translates the idea into a message (communication)
Encoding
Idea to be sent (communication)
Message
Medium or set of media carrying message (communication)
Channel
Source examples
Company or organization
Spokesperson
Example of personal channel
Personal selling
Example of non personal channel
Television Newspaper Magazines Radio Billboards
Marketing communication receiver
Consumer
Marketing communication decoding
Consumers’ interpretation of an advertisement
Depends on aspects of consumer behavior (attitudes, perceptions, personality)
Noise
Hundreds of advertisements consumers encounter
Marketing communication feedback
Acknowledgement of received message
Redeemed coupons, increase in in store traffic, banner ad clicks, etc
Importance of direct response mechanisms or tracking mechanisms
Three types of memory encoding models
Replacement model
Accumulation model
Judgement model
Marketing communications messages will not be processed if (4)
They are not recognizable
They are not related to each other
They conflict with what has already been stored
They are unrelated or unimportant to the person
