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Integrated Marketing Communications > Planning Integrated Marketing Communications > Flashcards

Planning Integrated Marketing Communications Flashcards

1
Q

What is included in the ROSTIR model?

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

What does the ROSTIR model do?

A

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

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3
Q

How does the ROSTIR model help?

A
  1. It identifies steps critical to the development of a successful campaign.
  2. It has the ability to help enrich our understanding of practice.
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4
Q

What does Strategy mean?

A

A broad plan of action with an objective in mind.

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5
Q

What does Objective mean?

A

Specific and also Time-Period specific desired outcomes.

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6
Q

What does Tactics mean?

A

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

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7
Q

What is the Formulation of Strategy?

A
  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
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8
Q

What are the 3 elements of Campaign Strategy?

A
  1. Positioning Statement
  2. Objective’s Statement
  3. Tactics
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9
Q

What is the Positioning Statement?

A

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

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10
Q

What are some examples of Positioning Statement?

A
  1. Leader Setting Industry Standards
  2. Family-Friendly Restaurant
  3. Best Value for Money
  4. “Green” Brand
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11
Q

What are the Communication Objectives?

A

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.

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12
Q

What are the 5 Stages of SMART Communication?

A
  1. Specific
  2. Measurable
  3. Attainable
  4. Relevant
  5. Time-bound
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13
Q

What does the “Specific” part in SMART mean?

A

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

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14
Q

What does the “Measurable” part in SMART mean?

A

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

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15
Q

What does the “Attainable” part in SMART mean?

A

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

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16
Q

What does the “Relevant” part in SMART mean?

A

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

17
Q

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

A

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

18
Q

What are the 5 Communication Effects?

A
  1. Category Need
  2. Brand Awareness
  3. Brand Attitude
  4. Brand Purchase Intention
  5. Purchase Facilitation
19
Q

What is Category Need?

A

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

20
Q

What is Brand Awareness?

A

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

21
Q

What is Brand Attitude?

A

Buyers evaluation of brand (leading into its purchase)

22
Q

What is Brand Purchase Intention?

A

Buyer’s self-instruction to purchase

23
Q

What is Purchase Facilitation?

A

Buyers assurance that other marketing factors wont hinder purchases.

24
Q

What are the 2 Category Needs?

A
  1. Negative Motivation

2. Positive Motivation

25
Q

What’s included in Negative Motivation?

A
  1. Problem Removal
  2. Problem Avoidance
  3. Incomplete Satisfaction
  4. Mixed Approach Avoidance
  5. Normal Depletion
26
Q

What’s included in Positive Motivation?

A
  1. Sensory Gratification
  2. Intellectual Stimulation Mastery
  3. Social Approval
  4. Power-Status
27
Q

What is Brand Awareness?

A

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

28
Q

What’s essential to create for Brand Awareness?

A
  1. Brand Recognition - Brand Pack or Logo (Category Need)

2. Brand Recall - Brand Name (Category Need)

29
Q

What is Brand Attitude?

A

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

30
Q

What does Brand Attitude create?

A
  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.
31
Q

What is Brand Purchase Intention? - SLIDE 23

A

Integrated Marketing Communications (6 decks)

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