part one Flashcards
what are the goals of IMC? (2)
1) to generate short-term financial returns and 2) to build long-term brand and shareholder value
what are the 3 action-oriented processes of IMC? what three areas do they impact?
development, execution, evaluation of coordinated, measurable, and persuasive brand communication programs
which populations do IMC’s brand communications programs target? (7)
consumers and customers, prospects, employees, associates, and other relevant external and internal audiences
what are the 6 basic elements of the IMC plan?
- review of the marketing plan
- promotional program situation analysis
- analysis of the communication process
- budget determination
- development of the IMC program
- monitoring, evaluation, and control
what are the 4 parts of a marketing plan?
- where the company/brand has been
- its current market position
- where it intends to go
- how it plans to get there
what does an internal analysis assess?
relevant areas of the product/service offering and the firm, strengths and weaknesses
what 4 factors does the external analysis assess?
firm customer characteristics, market segments, positioning strategies, competitors
what does the analysis of the communication process include?
an examination of how the company can effectively communicate with its target consumers
what is the focus in an external analysis?
the firm’s competitors
what do marketing objectives refer to? in what stage of the IMC plan do they appear?
what’s to be accomplished by the marketing program; communication process analysis
what do communication objectives refer to? in what stage of the IMC plan do they appear?
what the firm seeks to accomplish with its promotional program; communication process analysis
what are 2 important questions asked when determining the budget?
- “what will the promotional program cost?”
2. “how will the money be allocated?”
how does the monitoring, evaluation, and control stage help the firm?
by directing them in how to accomplish its marketing goals and objectives
what trends are driving companies to adopt IMC?
growth of technology and databases:
more consumer power:
brand parity:
decline in mass comm and mass advertising:
how did the growth of technology and databases impact the adoption of IMC?
the Internet is influential, with online versions of nearly every traditional media channel existing digitally. targeting can be based off of specific consumer interests or consumer product searches.
how did the power of the consumer impact the adoption of IMC?
consumer lifestyles and media consumption habits have changed; consumers are less responsive and even turned off by advertising and marketing comm, forcing advertisers to adopt their messages and the delivery of these messages
how did the fragmentation of mass markets impact the adoption of IMC?
viewing audiences moved away from larger forms of media like traditional broadcast networks and radio, to more targeted cable networks, DVDs, Internet, video games, requiring advertisers to adapt to micromarketing across various media channels
what is brand parity?
perceived sameness in quality and function among competing consumer products of differing brands
what does consumer-oriented sales promotion include? what are the goals?
coupon-ing, sampling, premiums, rebates, contests, sweepstakes and other point-of-purchase materials; encourage immediate purchase and stimulate short-term sales
who is trade-oriented sales promotion targeted to? what does it include?
wholesaler, distributors, retailers; promotional and merchandising allowances, price deals, sales contests, and trade shows
what is the difference between publicity and pr?
pr manipulates publicity; publicity is the communication about an organization or product/service unpaid/non-sponsored usually content in the form of a news story, editorial, or announcement. pr evaluates public interest and executes an action program (publicity) to earn credibility.
what is the primary purpose of pr?
to establish and maintain a positive image of the company among its various publics.
foodinmymouthbitch.com has just published a featured blog post on how pillsbury’s new easily, mouth-shovable size of mini cinni rolls are not only super delish but also super easy to make! what form of marketing communications does this represent? why? what happens if foodinmymouthbitch.com states that the post is sponsored?
publicity; not directly paid for or sponsored by an org/product/service, and it’s positive story that’s a feature article; it becomes advertising because the message has been bought
what are the 4 Ps of marketing?
product
price
place
promotion
what does promotion provide? what are the remaining 4 aspects of promotion?
provides:
- brand information
- incentives to act
- brand reminders
builds awareness of product/brand
creates a brand image –> brand equity
persuades
reinforces past purchases and brand experiences
what are the 3 steps of persuasion in promotion?
formation, strengthening, and change
what does direct-marketing include?
database management, direct selling, telemarketing, direct-response ads through: direct mail, the Internet, and broadcast and print media
what are the functions of promotion? (6)
advertising, sales promotion, pr/publicity, personal selling, direct marketing, digital/Internet
why has direct-response advertising become popular? what does it encourage?
changing lifestyles and the increase of 2-income households, meaning more discretionary income but less time for in-store shopping; direct purchase from manufacturer
what’s helped direct-response advertising ascend to popularity?
availability of credit cards and toll-free numbers; the convenience of shopping through a company’s online catalogue and placing orders by phone/online
which research type focuses on the competitive marketplace?
market/brand information
which research type focuses on the target audience/consumer?
consumer insight research
which research type focuses on the promotion channel?
media research
which research type focuses on message variables and source?
message development
which research type focuses on persuasion outcomes?
evaluation
what is the focus of media research?
the promotion channel
what is the focus of consumer insight research?
the target audience/consumer (duh!)
what is the focus of market/brand information?
the competitive marketplace
what is the focus of evaluative research?
persuasion outcomes
what is the focus of message development research?
message variables and source
give some examples of qualitative research:
field observations, ethnographies, case studies, in-depth interviews, focus groups
give some examples of quantitative research
survey research, field tests, experiments, laboratory methods, secondary/data mining
true or false: qualitative studies are generalizable. explain.
false; participant count are small and not randomly selected
what are the advantages of research? (4)
avoid costly mistakes, evaluate alternative strategies, increase efficiency in general, determine if objectives are achieved
what are some disadvantages of research? (5)
cost, isolating causality, what to test?, creative objection, time
what are the physiological/involuntary measures of research? (4)
pupil dilation, galvanic skin response, eye tracking, brainwaves
this age is characterized by brands serving as a market positioning identifier, setting businesses and individual products apart from the crowd both visually and verbally
age of identity
this age is characterized by brands being viewed as valuable business assets
age of value
this age is characterized by a focus on creating the brand experience for consumers driven by technology; “ecosystem” of integrated products, services, entertainment: physical, psychological, digital
age of experience
this age is characterized by the “me-cosystems” of brands
age of you
define the characteristics of the age of value.
brands are viewed as valuable business assets
define the characteristics of the age of you.
the personalization/customization of brands; ‘mecosystem’
define the characteristics of the age of identity.
brands serve as a market positioning identifier. this sets businesses and individual products apart from the crowd visually and verbally
define the characteristics of the age of experience. (2)
- technology-driven brand experience for consumer
- ecosystem of integrated products, services, and entertainment that are physical, psychological, and digital
what is the focus of a promotional program situational analysis?
the factors that influence or are relevant to the development of a promotional strategy
how does personal selling differ from advertising?
it is personal, face-to-face or tele- communication between the buyer and seller
what are some examples of internal factors in the situational analysis?
(assessment of firm’s promo org and capabilities, assessment of firm or brand image and implications for promotion, assessment of relative strengths and weaknesses of product or service) capability of the firm to develop and executive promotional programs, key product benefits, review of previous objectives, budgets, etc.
what are some examples of external factors in the situational analysis?
(customer analysis, competitive analysis, environmental analysis) who buys our product, how is this decision made, who are our competitors, what trends might affect this program, etc.
what is the “double transaction” when talking about media, advertising, and audiences?
Media is selling us, the consumers, to advertisers and advertisers are selling something to us.
“The American media system still works under a financial structure of promotion subsidizing free or at least cheap media”
what are open-ended vs. close-ended questions?
Open-ended questions are short answer or extended response. Not limited to specific answers. Close-ended questions are true or false, yes or no, or multiple choice. You have a limited amount to choose from.
define touch points
each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it
what are the factors that contribute to a brand? (7)
name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand
what is the physiological dimension of a brand?
what the object is physically and what it does
what is the psychological dimension of a brand?
what the object means to you - how it connects to your lifestyle or self-expression
how many dimensions does a brand have? name them.
2; physiological and psychological
what are the 3 functions of a brand?
a) Differentiates a product from its competitors
b) Makes a promise to consumers
c) Serves as the driving, unifying force directing all functional areas, including IMC
what are the different steps in the target marketing process? (4)
1) Identifying markets with unfulfilled needs
2) Segmenting the market
3) Targeting specific segments
4) Positioning one’s product or service through marketing strategies
what are the processes in identifying markets with unfulfilled needs? (3)
identifying the specific needs of the groups of people, selecting 1 or more of these segments as a target, and developing marketing programs directed to each
how does target market identification isolate consumers?
according to similar lifestyles and needs
how does market segmentation divide a market?
into groups that 1. have common needs 2. will respond similarly to a marketing action
what are the key attributes of brand cues/elements? (5)
1) Desire memorability of brands
2) Create a meaningfulness
3) Maintain an aesthetic appeal
4) Its transferability to all aspects of your business/endeavors
5) Adaptability/flexibility over time
how can customers be segmented psychographically?
personality, values, lifestyles (based on AIOs)
how can customers be segmented demographically?
sex, age, family size, education, income, social class
how can customers be segmented geographically?
state, nation, counties, neighborhoods
how can customers be segmented socioeconomically?
high-income, median-income, low-income
what are the 2 general ways customers can be segmented?
according to their characteristics and their buying situation
what are the 5 ways customers can be segmented based on their buying situation?
behavior/involvement (combined with psy/demo segmentation to create customer profiles), outlet type, usage, awareness/knowledge, benefits
what is advertising instrumental for?
products or services that are difficult to differentiate on the basis of function attributes
give some examples of interactive media.
internet, kiosks, interactive tv, cell phones and other mobile devices, social media
what are some objectives of interactive activities?
advertise products, link ads and sites to search engines, offer DM material, create and share content, deliver targeted messages to consumers
what sort of touch point occurs during the buying process or use of the product?
intrinsic touch point
what sort of touch point occurs when a consumer or prospect contacts a company?
customer-initiated touch point
what sort of touch point includes unanticipated references or information about a company?
unexpected touch-points
list the impact of the various touch points from greatest to least.
- customer-initiated
- unexpected
- intrinsic
- company-created
list the level of control of the various touch points from greatest to least.
- company-created
- intrinsic
- customer-initiated
- unexpected
what are the advantages of field observations?
they help define a basic research problem, they can tel how people react to a message
what are the disadvantages of field observations
they’re heavily reliant on the researcher’s perception and possible bias
what are some advantages of focus groups? (3)
- good for explanatory research
- quickly collect data
- cost effective and can be used for in-depth feedback
what are some disadvantages of focus groups?
- self-appointed group leaders dictate conversations
- not generalizable or truly random
- interpretation of results can be subjective
what is being observed during in-depth interviews?
nonvervebal cues in response to individually-tailored questions
what is the advantage of in-depth interviews? the disadvantage?
great detail useful for sensitive issues; interviewer bias
what does a particularistic case study focus on?
a single event, program, or phenomenon
what does a descriptive case study focus on?
the final product with a detailed description
what does a heuristic case study focus on?
new interpretations on a subject
what does an inductive case study focus on?
the emergence of generalizations from the data seeking to discover new relationships
what is an ethnography?
when the researcher lives the lives of the subjects
what are the advantages of experiments?
control, easy to isolate factors and variables
what are the disadvantages of experiements?
lack of realism and testing bias
what is the best reason to pretest?
to identify winners, enhance good ads and eliminate bad ones
what advantage does pretesting have over posttesting? disadvantages?
inexpensive feedback; incomplete ideas aren’t as clearly communicated as the final product
what are the tests conducted in pretesting?
- concept generation and testing
- rough art, copy, and commercial testing (comprehension and reaction tests, consumer juries)
- pretesting of finished ads
what are the pretests of finished ads?
portfolio tests (control and test ads), readability tests (flesch formula), theater tests (tv episode shown), on air test (commercial shown during theater test), physiological tests
what are the posttests of print ads?
inquiry tests, split-run tests, recognition test, recall tests, day-after recall tests, test marketing, tracking studies
what is the difference between laboratory and field methods?
field tests test the ad under natural viewing situation, complete with the realism of noise, distractions and home comforts, while lab tests cannot duplicate these environmental factors.
what are some sources where secondary data-mining is pulled from?
census/government data, shopping transactions, credit card purchases, internet purchases, internal customer databases, trade/industry associations, social media
what do the patterns in data mining help us determine?
inferences to be made about what the interests, need, and wants of an intended audience
maria is a mother of 2 and tries to restrict her daughters’ TV viewing to only a half-hour every day. she’s a stark opponent of advertising to children. at a recent PTA meeting, she presents arguments as to why she doesn’t want advertising shown at the school.
what are some arguments she might present?
children lack the knowledge and skills to evaluate advertising claims; children cannot differentiate
between programs and commercials
tia is a marketer for a small, local agency, and a mother of two girls and one boy. she’s at the same PTA meeting as maria, a mother who opposes advertising to children. while tia can understand where she’s coming from, she disagrees. what are some arguments that tia might present at the PTA meeting?
- children must learn about capitalism and advertising through socialization; it’s the best way to prepare them and help them to differentiate fact from fiction and become critical consumers
- children must acquire skills needed to function in the marketplace
- advertising is a part of life and children must learn to deal with it (consumer socialization process)
- existing regulations are adequate
what touch point is characterized by planned marketing communication messages?
company-created
what is the purpose of brand positioning?
to fit the brand to 1 or more segments of the broad market so that it’s set apart from the competition in the minds of stakeholders
what are the 2 focuses of brand positioning?
consumer and competition (relationship to other brands)
what are the 7 brand positioning strategies?
- attributes and benefits
- price or quality
- use or application
- product class
- product user
- competitor
- cultural symbols
- repositioning
what are the physiological/involuntary testing measures?
pupil dilation, eye tracking, galvanic skin response, brain waves, MRIs
what does advertising = market power reflect? how does it view advertising?
traditional economic thinking; a way to change consumers’ tastes, low their sensitivity to price, and build brand loyalty
what is the result of the advertising = market power?
higher profits, reduced competition, higher prices, fewer choices, promotes materialism
what is does advertising = information reflect? how does it view advertising?
a more positive view of advertising’s economic effects; as providing customers with useful information, increasing their price sensitivity, and increasing market competition
what is the result of the advertising = information?
pressure for high quality and lower prices, forces insufficient brands out, creates economic demand
sibi is the marketing director for peachbottom brands, a hot new jean startup that seeks to revolutionize and disrupt the denim industry by using innovative denim technology to create jeans that literally hug each ass cheek. the startup is looking to really get the message out there and target the AARP demographic with a brand new marketing campaign that shows all the geriatric benefits of asscheek jeans. if she chooses to use the in-house agency for this new campaign, what are some advantages? disadvantages?
advantages: cost savings, more control, increased coordination, stability, access to top management
disadvantages: less expensive, less objective, less flexible, less access to top creative talent
why would sibi–marketing director for peachbottom brands–choose to seek an outside agency?
advantages: high skilled creative specialists, objective viewpoint, greater experience
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans as the most butt-liftingest, shape-enhancingest, slimming-est jeans on the market, what positioning strategy is she using? explain.
attributes and benefits strategy; salient attributes–those important to the consumer–are brought to light and used as the basis for purchasing decisions
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans as a luxury items for use only by the most exclusive, fashion-forward, chic shoppers, what positioning strategy is she using? explain.
price/quality; ads reflect the high-quality brand and cost is considered secondary to the quality benefits
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans as absolutely PERF for reversing the stereotype of the old fuddy-duddy granny with no juice in her caboose by hiking those sagging cheeks back to where they were intended, what positioning strategy is she using? explain.
use/application; ads communicate a specific image or position for a brand and associate with a specific use or application
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans by claiming that they are a wonderful alternative to the growing popular movement nudistry™, what positioning strategy is she using? explain.
product class; understanding a competitor outside of the immediate market and positioning the product against an alternative product category
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans by using your grandmother in the promotional materials, what positioning strategy is she using? explain.
product user; associating the product with a particular user or group of users
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans against kissass™–the skirt that hugs every curve–and makes the claim that asskiss™ jeans hike your ass up 30% higher than kissass™, what positioning strategy is she using? explain.
competitor; positioning the product against competition within the same product category
if sibi, the marketing director for peachbottom brands, positions the new asskiss™ jeans by creating a lovable brand mascot, the darjeanlings, what positioning strategy is she using? explain.
cultural symbols; these symbols are used to differentiate brands
if sibi, the marketing director for peachbottom brands, notices that the new asskiss™ jeans aren’t performing well in the market and positions them, instead, as great for reupholstering your furniture, what positioning strategy is she using? explain.
repositioning; usually used when sales decline or opportunities in other markets, involves altering or changing a product’s or brand’s position
how can consumers be segmented behavioristically?
product or brand usage, degree of use, brand loyalty combined with demographic/psychographic criteria
what is the 80-20 rule
20 percent of buyers account for 80 percent of sales volume
what do field tests take into account?
effects of repetition, program content, presence of competitive message
what is the goal of the push strategy? what does it try to convince people of?
to push the product through channels of distribution by aggressively selling and promoting the items to resellers; they can make a profit on a manufacturer’s product and to encourage them to order the merchandise and push it through to their customers
what is the goal of the pull strategy? what does demand of the user level result in?
to increase demand among consumers and encourage them to request the product from the retailer. retailers will order the product from wholesaler, who will request it from the manufacturer. demand at the user level pulls the product through the channels of distribution.
how does differentiated marketing differ from undifferentiated marketing? how does this differ from concentrated marketing?
undifferentiated marketing ignores segment differences and offers a blanket product or service to an entire market while differentiated marketing targets different segments with a different strategy for each; concentrated marketing focuses on one segment and tries to capture a predominant share
what is branding about? what type of branding is this?
building and maintaining a favorable identity and image of the company and/or its products in the mind of the consumer; successful branding
what is the relationship between brands and identity? (3)
- The brand experiences need to become connected to your self/individual identity (your self schemata)
- The brand experiences need to become connected to your social identities
- Self/Social expression through brands (from lecture)
what is the role of advertising?
marketers use advertising to inform consumers about their products, their prices, and places where the products are available
what does the price variable refer to? what must price be consistent with?
what the consumer must give up to purchase a product or service, including time, mental activity, and behavioral effort; the perceptions of the product, as well as the communications strategy
what is the benefit of cobranding?
it mutually strengthens brand image/positioning and expands access to target marketers
what is the consumer’s first exposure to the product? how does it impact the consumer?
package; it attracts and holds the consumer’s attention, but it must also communicate information on how to use the product, divulge its composition and content, and satisfy any legal requirements regarding disclosure
