Planning Integrated Marketing Communications

Question 1

What is included in the ROSTIR model?

Answer 1

1. Research
2. Objectives
3. Strategies
4. Tactics
5. Implementation
6. Reporting and Evaluation

Question 2

What does the ROSTIR model do?

Answer 2

It supports successful integration of campaign planning, execution and it’s measurement.

Question 3

How does the ROSTIR model help?

Answer 3

1. It identifies steps critical to the development of a successful campaign.
2. It has the ability to help enrich our understanding of practice.

Question 4

What does Strategy mean?

Answer 4

A broad plan of action with an objective in mind.

Question 5

What does Objective mean?

Answer 5

Specific and also Time-Period specific desired outcomes.

Question 6

What does Tactics mean?

Answer 6

The specific details of a strategy showing how it can be implemented.

Question 7

What is the Formulation of Strategy?

Answer 7

1. Set - Set objectives based on broader goals
2. Define - Define how you will achieve those objectives using tactics
3. Decide - Decide how you will evaluate success

Question 8

What are the 3 elements of Campaign Strategy?

Answer 8

1. Positioning Statement
2. Objective’s Statement
3. Tactics

Question 9

What is the Positioning Statement?

Answer 9

The process of managing how an organisation distinguishes itself with a unique meaning in the mind of it’s publics.

Question 10

What are some examples of Positioning Statement?

Answer 10

1. Leader Setting Industry Standards
2. Family-Friendly Restaurant
3. Best Value for Money
4. “Green” Brand

Question 11

What are the Communication Objectives?

Answer 11

The brand-related communication effects that must be created, strengthened or reinforced in the customers mind to get the targeted action. They should connect the target audience, specific outcomes, measurement or magnitude of change required and the target date.

Question 12

What are the 5 Stages of SMART Communication?

Answer 12

1. Specific
2. Measurable
3. Attainable
4. Relevant
5. Time-bound

Question 13

What does the “Specific” part in SMART mean?

Answer 13

Focus on the situational communication problem or opportunity. (Increase sales by 10% over previous sales)

Question 14

What does the “Measurable” part in SMART mean?

Answer 14

Define success through output, outtake and outcome metrics. (Comparing this years sales to next/previous years sales)

Question 15

What does the “Attainable” part in SMART mean?

Answer 15

Make objectives realistically achievable within budgetary, time and competitive constraints. (Increasing social media engagement with the target audience)

Question 16

What does the “Relevant” part in SMART mean?

Answer 16

Support and prioritise an organisation’s mission and goals. (Improving sales with help the company achieve greater performance)

Question 17

What does the “Time-Bound” part in SMART mean?

Answer 17

Create a clear time frame for execution and measurement, (Increase of 10% to be achieved in the coming financial year)

Question 18

What are the 5 Communication Effects?

Answer 18

1. Category Need
2. Brand Awareness
3. Brand Attitude
4. Brand Purchase Intention
5. Purchase Facilitation

Question 19

What is Category Need?

Answer 19

Buyer’s acceptance that category (product/service) is necessary to satisfy their current state (needs/wants)

Question 20

What is Brand Awareness?

Answer 20

Buyer’s ability to recall and recognise the brand in the category.

Question 21

What is Brand Attitude?

Answer 21

Buyers evaluation of brand (leading into its purchase)

Question 22

What is Brand Purchase Intention?

Answer 22

Buyer’s self-instruction to purchase

Question 23

What is Purchase Facilitation?

Answer 23

Buyers assurance that other marketing factors wont hinder purchases.

Question 24

What are the 2 Category Needs?

Answer 24

1. Negative Motivation

2. Positive Motivation

Question 25

What's included in Negative Motivation?

Answer 25

1. Problem Removal 2. Problem Avoidance 3. Incomplete Satisfaction 4. Mixed Approach Avoidance 5. Normal Depletion

Question 26

What's included in Positive Motivation?

Answer 26

1. Sensory Gratification 2. Intellectual Stimulation Mastery 3. Social Approval 4. Power-Status

Question 27

What is Brand Awareness?

Answer 27

The buyer's ability to identify (recognise or recall) the brand, within the category, in sufficient detail to make a purchase.

Question 28

What's essential to create for Brand Awareness?

Answer 28

1. Brand Recognition - Brand Pack or Logo (Category Need) | 2. Brand Recall - Brand Name (Category Need)

Question 29

What is Brand Attitude?

Answer 29

A buyer's evaluation of the brand with respect to it's ability to meet the purchase motive.

Question 30

What does Brand Attitude create?

Answer 30

1. Positive Emotions to increase the overall positive evaluation for a brand 2. Personal (brand in isolation) and impersonal (brand at point of purchase) brand attitude.

Question 31

What is Brand Purchase Intention? - SLIDE 23