Outcome # 2

Question 1

Steps in planning an IMC Campaign

Answer 1

1. Indetify target
2. Set objectives
3. Determine Budget
4. Convey message
5. Evaluate and select media
6. Create communication
7. Asess media

Question 2

1. Indetify target audience

Answer 2

research to identify target audience
set the tone adverstising program
select the media used

Question 3

2. Set objectives

Answer 3

derived from the overall objectives Mtg Program
goals are crucial///later they will be measured

Short term
generating inquiries///awareness//prompting trial

Long term
Increasing sales// market share// customer loyalty

Question 4

3. Determine budget

Answer 4

1. Objective and task.
2. Competitive parity
3. Percentage of sales
4. affordable

Question 5

. Objective and task.

Answer 5

An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs.

Question 6

. Competitive parity

Answer 6

/ D Firm share of communicatin line in the market share// L of competitor use the same market share for all

Question 7

Percentage of sales

Answer 7

A method of determining a communications budget that is based on a fixed percentage of forecasted sales.

Question 8

Affordable

Answer 8

A method of determining a communications budget based on what is left over after other operating costs have been covered.

Question 9

4. Convey Message

Answer 9

message

Communicate the product problem/solving in a compelling fashion

Question 10

unique selling proposition (USP)

Answer 10

A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.

Question 11

Ration appeal

Answer 11

Helps consumers to decisions by offering arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits