MidTerm - Basic Definitions to CEM Flashcards
Integrated Marketing Communications
coordination of promotional mix elements …
with each other AND with other elements of brands marketing mix (4 P’s)
… so that all elements speak with one voice.
Factors for IMC
- Consumer media shift – from TV to online/SM
- Mobile comms = primary form
- Database management techniques & CRM
- Efficiency/streamlined accountability demand – ROI is primary
IMC key features
- customer focused – what comms/channels for segment
- Use Relevant contact – which forms/touchpoints most appropriate?
- Speak w Single Voice
- build relationships, not flings – less expensive to keep than get new customers ie loyalty
- affect behaviour = main objective
Communications
process whereby commonness of thought is established/meaning is shared b/w individuals or b/w orgs and ind –transmission, receipt, processing of info b/w sender/receiver
Marketing
process of planning/executing conception/pricing/promotion/distribution…
of ideas/goods/services to create exchanges…
that satisfy ind/org objectives
Marketing Mix (4 P’s)
Product
Price
Place
Promotion
AIDA/ACCA
Attention
Interest
Desire
Action
IMC Tools/Promotional Mix (ADDPPS)
Advertising
Digital Marketing/SM
Direct Response
Personal Selling
Public Relations
Sales Promotion
Advertising (Promotional Mix)
paid/mediated form of comms from identifiable source - to persuade receiver to take action either now/future
Advertising benefits (Promo mix)
- large audience reach
- cost effective
- brand equity increases
- drives to other comms
- flexible
Advertising types (Promo mix)
product –info about product = build image in customer minds
promotional –specific offer = encourage target audience’s immediate response ie sale
Public Relations & Publicity (Promo Mix)
comms to gain public understanding/acceptance –
messages in media (no payment req)
higher Legitimacy
good for Crisis management
*Publicity = non personal - not directly paid/under identified sponsorship
Sales Promotion & Pull/Push (Promo Mix)
all promo activities (excluding other IMC tools) that stimulate short-term behavioural responses from 1. consumers 2. trade 3. company’s sales force. Pull = consumer oriented, Push = trade-oriented
Personal Selling (Promo Mix)
paid person-to-person comms
seller ids needs/wants of perspective buyers - tries to persuade them to purchase products/services
objective is sales
face-to-face/telephone NOT online chat (is w. interactive)
Digital Marketing (Promo Mix)
placement of ad message on website/email/mobile comms
Interactive - allows back/forth flow of info - users participate/modify form/content of info - includes making purchase.
AKA CRM (Customer Relationship Marketing)
Direct Response Communications (Promo Mix)
deliver of message to target audience of 1.
Orgs communicate directly w target audiences to generate response and/or transaction
Inc - telemarketing, call centres, direct mail, mail-order catalogues, direct-response ads in various broadcast/ print media
Advertising Agencies (2 types)
orgs that create/plan/produce/place ads for clients
full service (complete range) - large, mainly American
Creative boutiques (pick and choose services)
Client-Agency Relationships
Clients = background info, budget, coordinating ad strats with other marketing/comms strats, monitoring, evaluating
Agencies = experience/expertise esp creative/media strats, planning assistance, objective & customer-focused strats, research
Green Ad Packaging
Recyclable bottles
Polystyrene to Paperboard
Plastic to Cardboard
Smaller packages
Seal-of-Approval Programs
help customers id green products/brands ie. green seal of approval, blue angel, 100% recycled paperboard
CASL
Canada Anti-Spam Legislation - came into effect July 1, 2014. Can’t send CEM (Commercial electronic message w/o implied consent)
CEM & how to send w consent
Commercial Electronic Message to encourage participation in commercial activity
MUST –id self, provide contact method, provide unsubscribe mechanism (must be no cost, functional for 60 days, process w/o delay, easy to access)
Implied Consent
time-limited - 2 years from beginning of relationship - obtained via:
1. conspicuous publication (info published in plain sight ie website/trade mag)
2. Disclosure (given to you via business card/address - must be messages related to their work)
3. Existing business relationship - a transaction/inquiry/application/written contract for purchase/barter of products/goods/services
4. Existing non business relationship - member of org or provided volunteer work/donation/gift
Express Consent (CASL)
past 2 years - need express consent either written/oral
