Lecture 3 - IMC Flashcards
What is the definition of an IMC campaign?
the coordinatio of the marketing communictions mix elements with each other and with other elements of the brands marketing mix
What are some elements of the marketing communications mix?
advertising, public relations, sales promotion, personal selling, and direct marketing etc
What must an IMC be responsible for?
building brand identity
managing a brands contact points with all stakeholders
translating brand identity into brand equity
What does an IMC consist of?
Communication of value to marketplace
In line with resourcs of the company
Consistent with marketing mix and STP
Clear consistent and compelling messages
Inform, engage and persuade consumers
A promotion mix with a range of promotional tools, communication channels and media
what are the three broad objectives of an IMC campaign?
1) informing
2) persuading
3) inducing action
How do Belch & Belch (2021) define the objectives of an IMC?
1) awareness
2) knowledge
3) preference
4) trial
5) loyalty
Explain how an IMC campaign may seek to increase awareness
two components:
1) brand recall by establishing brand - category need link
2) brand recogontion by making packaging and logo salient
Explain how an IMC campaign may seek to increase knowledge?
Convey brand positioning by using objective and subjetive info to demonstrate why your product is better
Explain how an IMC campaing may seek to increase preference?
Lead consumers to trial through removal of percieved risks
Explain how an IMC campaign may seek to increase trial rate?
Assure consumers there are no barriers to purchase
it is often difficult to use sales as a primary communication objective, yet behaviour (e.g. sales) is the ultimate objective of any IMC campaign
Explain how an IMC campaign may seek to increase loyalty?
achieve mental commitment relation
aim to secure repeat purchase out of preference, not habit
What needs to be integrated in the IMC campaign?
Media
Messages
Tools
REMEMBER: CUSTOMER MUST REMAIN CENTRAL
What should an IMC want to get across to its audience as part of its message?
needs to engage and communicate the message
set out the benefits and value
be plain and straightforward whilst also being creative and compeling
What are emotional appeals?
relate to customers social and/ or psychological needs for purchasing a product/ service
What are informational appeals?
focus on the consumers practical, functional. utilitarian need for product/ service
What are some promotional elements in an IMC campaign?
advertising
digital/ internet marketing
PR
personal selling
direct marketing
sales promotion
what are some examples of traditional tools?
broadcast
print
OOH
instore
what are some examples of digital tools?
search engine ads
banner ads
mobile ads
location based apps
what are some examples of social tools?
social media sites
