Unit 8: Integrated Marketing Communications & Digital Marketing Flashcards
Marketing communications perform the __________ role of the marketing mix in creating ________.
promotion, value
Like all basic forms of communication, Marketing Communication involves interaction between a sender and one or more receivers. This can involve ________________ on an individual level (such as a sales presentation) or _____________________ on a group level (such as a Super Bowl advertisement).
interpersonal, mass communication
The marketing communication process involves a series of important stages. The sender (which is typically the _________) has a _________ about the product or service they want to share with receivers (or customers).
First, the message must be ________ or put in a form that can be ________ to the receivers, such as an advertisement, social media post, sales presentation, or a display.
This message is then transmitted to the receiver through a _______ (e.g., television, magazines, social media platform, etc).
Once receivers are exposed to the message, they must then ______________ the message. The receiver may or may not provide feedback to the marketer.
Note also that there can be ________ in the process, which weakens communication impact.
marketer, message
encoded, transmitted
channel
decode or interpret
noise
The 6M Model of Marketing Communications framework offers managers three broad phases for developing a marketing communications plan:
strategic intent, strategic execution, and strategic impact.
Strategic Intent
Mission:
Market:
What are the objectives of the communication?
To whom is the communication addressed?
Strategic Execution
Message:
Media:
What is the story to be communicated?
Where and how will the story be delivered?
Strategic Impact
Money:
Measurement:
How much will be spent to communicate?
How will impact be assessed?
The 6Ms:
mission, marketing, message, media, money, and measurement.
Crafting a plan from the 6M Model of Marketing Communications framework ensures that coordinated and complementary messages are delivered in an ______________ plan across all consumer touchpoints through the entire customer purchasing process.
integrated marketing communications (IMC)
Hierarchy of Effects Funnel Model
we need to make a whole lot of people or organizations aware of our products and services because we will inevitably lose some along the way as the drop-out of the purchase process.
Part of the goal of our overall communication programs, therefore, is to evolve the shape of the funnel to be ever-________ at the top and ever-________ at the bottom, with improved _____________ execution over time, so that we successfully move more and more people or organizations through the funnel to purchase.
narrower, wider, communication
Another popular framework leverages what is often referred to as the hierarchy of effects, which is based on as classic learning model known as “_______________”
Think-Feel-Do.
__________________ is offering the same message to lots of heterogeneous customers
mass marketing communications
________________ is offering the same message to a homogenous target market and a different message to each unique target audience
segmented marketing communications
________________ is offering a personalized message to each individual customer
customized marketing communications
_____________ is generating content and/or creating platforms that encourage customers to talk to each other about the brand
customer-to-customer marketing
Additionally, given our previous discussion on marketing channels, we must decide if we should direct our communication investment and efforts directly towards the end customer (___________) and/or towards our distribution channel partners (__________)
pull strategies, push strategies
The two major categories of marketing communications are:
mass and interpersonal.
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand’s power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.
channel
Role of marketing communications in the problem recognition stage of the purchase decision-making process is to:
Help identify new problems and needs and/or remind consumers of existing needs.
Advertising for Latisse eyelash treatment made women realize that they didn’t have to live with “inadequate eyelashes”
marketing communications in problem recognition stage of the purchase decision-making process
Taco Bell’s billboards remind drivers that they should stop for a break
marketing communications in problem recognition stage of the purchase decision-making process
Role of marketing communications in the information search stage of the purchase decision-making process is to:
Make consumers aware of a product and educate them about its features and benefits.
Clinques sales representatives call out to shoppers, inviting them to learn more about the brand’s cosmetic products and to try them out at the counter.
marketing communications in the information search stage of the purchase decision-making process
