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