Overview of IMC

Question 1

Objectives of IMC

Answer 1

1. letting people know about your prduct, service, terms of sale.
2. Persuading customers to purchase your product
3. Inducing purchase actions

Question 2

Marketing mix

Answer 2

product, place, price

Question 3

promotional mix

Answer 3

advertisement, sales promotion, public relation, direct marketing, social media

Question 4

advertisement

Answer 4

advertising is a paid form of non-personal communication of an idea, goods or service by an identified sponsor. Ex- TV, newspaper

Question 5

public relation

Answer 5

it is an organisational activity that involves fostering goodwill between the organisation, employees and suppliers.

Question 6

Direct marketing

Answer 6

It is an interactive system of marketing where the marketer uses more than 1 advertising media to measure the response of the potential customer

Question 7

sales promotion

Answer 7

It includes all short term promotional activity to stimulate short-term buying behaviour

Question 8

personal selling

Answer 8

It is a person-to-person communication where the sellers determine the needs and wants of the prospective buyer and persuade them to buy the company’s products or service

Question 9

Earned media

Answer 9

Is publicity gained through promotion (social media, word of mouth) rather than paid advertising

Question 10

paid media

Answer 10

Is publicity gained through advertising, where the brand pays the media company (display ads, paid search).

Question 11

Owned media

Answer 11

It refers to a brand that owns the media channel

website or app

Question 12

Examples of media advertising

Answer 12

newspaper, magazines, TV

Question 13

Examples of direct response advertising

Answer 13

e-mail, telephone, social media

Question 14

Examples of place advertising

Answer 14

transit ad, poster, cinema ad

Question 15

Examples of point of purchase advertising

Answer 15

external store signs, in-store radio, shopping cart ads

Question 16

Examples of trade or consumer-oriented promotion

Answer 16

samples, coupons, trade deals and buying allowance, trade shows

Question 17

Examples of even marketing and sponsorship

Answer 17

sponsorship of sporting events, arts, fairs, festivals

Question 18

Definition of IMC

Answer 18

IMC is the coordination of promotional mix with each other and with each other of the element’s brand marketing mix, such that all element speaks in one voice.

Question 19

Fundamental decisions

Answer 19

Targeting
positioning
setting objectives
budgeting

Question 20

Implementation decisions

Answer 20

1. mixing elements
2. creating messages
3. selecting media
4. establishing momentum

Question 21

program evaluation

Answer 21

1. measuring results
2. providing feedback
3. Taking corrective action

Question 22

outcomes of fundamental and implementation decisions

Answer 22

enhancing brand equity and affecting behaviour

Question 23

Targeting

Answer 23

Targeting helps marketing communicator to deliver messages more precisely and reduce wastage of time. Companies identify the potential target in terms of demographic, lifestyles, product usage patterns

Question 24

positioning

Answer 24

a brand’s position represents the feature, benefits or image that stands in the mind of the consumer

Question 25

setting objectives

Answer 25

marketing communicator’s decision is based on the objectives that need to be accomplished for a brand. For example, mass media advertising is used to build brand awareness of a new brand or improved brand, point of purchase advertising is used to influence the in-store brand selection.

Question 26

Budgeting

Answer 26

companies use different budgeting procedures to allocate funds to marketing communication managers and other organisational units.

Question 27

Concluding point of fundamental decision

Answer 27

All marketing communication should be:-

1. directed to a particular target
2. clearly positioned
3. created to achieve a specific objective
4. undertaken to achieve the objective within the budget constraint.