Lecture 1 Flashcards
What is IMC?
IMC is like song/coordinating an orchestra - the practice of coordinating all brand communication messages, as well as the messages from the marketing mix decisions.
sending consistent messages about the brand to make sure the brand has the right image on the market
What is advertisement?
Paid, nonpersonal communication from an identified sponsor using mass media to persuade and influence the product features or provide an audience. Advertising can be used to make people change their minds about you, to receive a positive attitude about your brand.
What makes an Ad great?
Takes a large amount of investment (millions)
30 seconds of an advertisement that is broadcasted only once, costs around 80 000-150 000 €.
paying the adv. agency, staff etc.
explicit objectives should drive the planning, creation and execution of each ad.
sometimes the planning for just the ads needs about 18 months, to get the ad on tv in prime time (ex. best channel on a sunday in september)
An ad is great if it achieves its objectives, not because it wins an award.
What are the notions of the notion of purchase funnel?
AWARE. one goal is to raise awareness about the brand and product
TRIAL. different ways to communicate the product. Coupons, limited edition, sales people.
EVER USED. convince some or all of the interested people to try the product (make them users)
RETENTION. Motivate them to repurchase the product on a regular basis. Loyalty programs, points (sephora)
USED P3M. try to convince the users to try the product 3 times in the last 3 months.
LOYALTY. We are the most often used brand. Frequency of purchase.
MOUB. If they prefere our brand (most offered used brand MOUB)
INSISTERS. Creates insisters, ambassadors etc.
What are the functions of adv?
Provide product and brand information
Provide incentives to take action (advertising performs 3 basic functions)
Provide reminders and reinforcement
What roles does advertising have?
Marketing role - used to satisfy consumer needs and wants through goods and services. We are here to offer them alternatives to satisfy their needs.
Communication role - advertising is a form of mass communication.
Economic role - two main views about advertising, the market power model or the economics of information theory.
Societal role - informs us about new and improved products, teaches us how to use these innovations.
How do good ads work on two levels?
satisfy the customers objectives by engaging them a relevant message
achieve the sponsors objectives
What are some advertising objectives / consumers objectives?
Attention, awareness / satisfy curiosity, memory, entertainment
interest / identify personal needs
knowledge / gather relevant information
attitude change / support risk associated with attitude change
behavioral change, trial / enhance need reduction
What are three brand dimensions that characterize great advertising
strategy
creativity
execution
