MK 12 Integrated Marketing Communications I Flashcards
AIDA Model
Awareness
Interest
Desire
Action
Aided recall
When consumer know the brand when the name is given to them
Top-of-mind Awareness
Consumer mention brand name when asked about product
Channels used in IMC strategy
- online
- personal selling
- direct marketing
- advertising
- public relations
- sales promotion
Objective-and-task Method
Establish a set of communication objectives
determine the best media to reach target
how much will it cost
Rule-of-thumb Method
use prior sales and communication activities to determine the preset communication budget
Impressions
Number of times an ad appears in front of a user
Click-through rate (CTR)
The number of times a user clicks on an ad / the number of impressions.
Return on Marketing Investment (ROMI)
= (Gross Margin - Marketing expenditure)/ (Marketing Expenditure)
Steps in Planning and Executing an Ad Campaign
- Identify the target audience
- Set objectives
- Determine Ad budget
- Convey Message
- Evaluate and Select Media
- Create an Advertisement
- Assess Impact
Pull Strategy
get consumers to pull the product into the market channel by demanding it
Push strategies
Focus on demand on wholesalers, retailers by pushing to consumers
Informative Advertising
communication used to create and build brand awareness with the goal of moving the consumer through the buying cycle to purchase
Persuasive Advertising
when the product has gained a certain level of awareness, used to motivate consumers to take action.
- Growth and early maturity phases, when competition most intense
Reminder Advertising
remind or prompt repurchase
- gained market acceptance and in maturity phases
Institutional advertisement
promotes a company, not intended to sell a product/ service
Public Service advertising
focus on public welfare, sponsored by nonprofit
- inform, persuade on the betterment of society
- form of social marketing
Unique Selling Proposition (USP)
a common theme or slogan in an advertising campaign
Information Appeal
helps the consumer make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably
Emotional Appeals
satisfy consumers’ empotional desires rather than their utilitairan needs
Media Planning
process of evaluating and selecting media mix that will deliver a clear message to the audience
Media mix
combination of media used and the frequency of advertising in each medium
3 types if advertising schedules
continuous schedule
flighting
pulsing
Continuous schedule
runs steadily throughout the year and suited for products that are consumed continuously at a steady rate (detergent)
Flighting
periods of heavy advertising followed by periods of no advertising (Sunscreen)
Pulsing
Combining continuous and flighting, increase during certain periods (Airlines, hotels)
lift
additional sales caused by the advertising
reach
percentage of the target population exposed to a certain marketing communication at least once within a certain time
Frequency
of times reached target consumers are exposed to an ad within a certain time.
Cost per Thousand CPM
total cost of ad/ targeted circulation *1,000
Communication Process
Sender
Transmitted encodes messgage
Communications channel
Reciever decodes message
