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
Role of marketing communications in the evaluation of alternatives stage of the purchase decision-making process is to:
Assist customers in making comparisons among solution options.
Dell’s website offers a comparison chart that allows shoppers to see the differences in features among models
marketing communications in the evaluation of alternatives stage of the purchase decision-making process
Role of marketing communications in the purchase decision stage of the purchase decision-making process is to:
Prompt consumers into making the purchase.
In-store signage and prominent end-aisle displays direct consumers to the newest Cheerios line extension.
marketing communications in the purchase decision stage of the purchase decision-making process
A coupon in the newspaper encourages consumers to buy Yoplait yogurt this week instead of next.
marketing communications in the purchase decision stage of the purchase decision-making process
Role of marketing communications in the post-purchase assessment stage of the purchase decision-making process is to:
Encourage product usage and make consumers feel good about their purchase decision.
Oral-B’s print ads remind consumers to change the brush head on their electric toothbrush every three months.
marketing communications in the post-purchase assessment stage of the purchase decision-making process
Neiman Marcus sales associates mail thank you notes to customers
marketing communications in the post-purchase assessment stage of the purchase decision-making process
Awareness and Knowledge =
Think
Liking and Preference =
Feel
Conviction and Purchase =
Do
Good storytelling in advertising contains four classic elements:
Message
Characters
Conflict
Plot
Meme
Brands associate themselves with _____________ in an effort to generate earned media and to cement associations between the brands and popular culture.
entertainment or sporting events
The makers of Red Bull Energy Drink want to generate earned media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy?
Sponsorship of the Cliff Diving World Series
When Bose provides free headphones to Charles Barkley and other famous members of the NBA media, this is an example of
Public relations
One example of ____________ is distributing free samples of products to celebrities to encourage word of mouth.
public relations
____________-—the number of visitors who enter a website and then leave quickly—is a digital marketing measure of engagement rather than of how effective a sales promotion is.
Bounce rate
A direct measure of sales promotion is incremental sales lift—
sales directly attributable to the promotion.
Marketers use copy testing to assess the potential effectiveness of their marketing communications message. Which of the following measures comprises copy testing?
Pre- and post-viewing purchase intent
Companies often use ____________ to assess the potential impact of their marketing communications.
copy testing
CPM =
Cost / (Reach/1,000)
The basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area. They plan to run a full-page newspaper ad in Metro News. The readership (reach) of Metro News is 850,000 and the cost of the ad is $82,000. What is the cost per thousand (CPM) of this campaign?
$96.47
________________ are keywords that contain the firm’s brand name.
Branded keywords
Ben & Jerry’s Ice Cream buys keywords for a search marketing campaign such as “Ben & Jerry’s Chunky Monkey” and “Ben & Jerry’s Cherry Garcia.” What type of keywords is the firm buying?
Branded Keywords
Which of the following type of online advertising intermediaries decide the placement and pricing of online display ads by using the supply and demand of the ad landscape in a real-time auction process?
Ad Exchangers
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
Integrated Marketing Communications
_____________ is messaging delivered out towards customers
Outbound Marketing
____________ is messaging designed to get customers to initiate communication towards the firm
Inbound Marketing
ROI (return on investment) =
if positive…
(incremental profit gained - cost of marketing investment)/cost of marketing investment
if positive, the profits gained outweighed the cost of investment
if negative, cost of investment outweighed profits gained
Market research
Sales results
Change in market share
Social media
Feedback channel in The Marketing Communication process
Other advertisements
News articles
Other store displays
Noise in The Marketing Communication process
Media
Salesperson
Retail store
Local news show
Message channel in The Marketing Communication process
___________, such as television advertising, is viewed by a mass audience, and no customization of message is possible.
Mass media
_________, such as personal selling, allows marketers to fully customize their pitch to the particular needs of an individual customer.
addressable media
Media can be classified by whether it enables _________ communication, when both parties participate at the same time. Ex.
or _________ communication, when both parties participate but at different times. Ex.
synchronous (ex. convo between store clerk and customer standing in aisle of retail store)
asynchronous (ex. communication between firm and customer it reaches through direct mail because customer’s response is delayed)
____________ include’s a company’s website, its social media channels, its company-owned retail stores, and its catalogs.
Owned media (firm-controlled media)
Firm-controlled media also includes _______ such as television, print, radio, outdoor, or online advertising in which the company maintains complete control of message content and delivery by contracting for specific placement and providing the creative execution of the message.
paid media
__________ includes media provided by important cultural gatekeepers, such as writers who feature a company’s products in magazine or newspaper articles, or producers who feature a company’s products in television or movie programming.
Other-controlled media
___________ includes customer blogs, rating sites, social media feeds, or online communities.
Consumer-controlled media
Other-controlled and consumer-controlled media are often referred to as __________; they are not purchased, but ________ through public relations outreach to the press, social media outreach and viral campaigns, and event marketing
earned media, earned
Managers can choose from many different types of media vehicles:
advertising
direct marketing
sales promotion
personal selling
public relations
event marketing and sponsorship
social media
_________ refers to the paid placement of non-personalized messages by an identified sponsor intended to inform and persuade people about a product or service.
Advertising
Usually, advertising is delivered to consumers as an ________ of their media consumption
interruption
Consumers ________ search results (unsponsored by companies) on Google are interrupted by advertisers who pay for top search-results positions.
organic
________ comprises unmediated appeals to customers that encourage and elicit an immediate or quick response.
Direct marketing
email marketing, direct mail campaigns, telemarketing outreach, catalog drops, direct-response television advertising, or online click-through banner advertising
direct marketing
___________ includes in-store or on-shelf messaging, prominent displays in stores or on websites, and coupons for first-time buyers.
Sales promotion
Consumer sales promotions include short-term inducements (___________________________________) that help reduce the cost of a purchase and encourage customers to try a product for the first time, to repurchase, or to stock up.
coupons, rebates, free samples, frequent buyer or volume discounts, or free gifts with purchase
Customers sometimes need more customized assistance while selecting a product or service. This often comes from a salesperson engaged in _____________, from which customers can seek advice.
personal selling
To encourage word-of-mouth communication, companies distribute press releases to the media and free product samples to celebrities. They also host special events to which they invite influential reporters and bloggers to test new products.
Public relations
Message - Two broad categories in Creative Appeals
Rational: more logical and thoughtful
Emotional:
Humor
Fear
Sex
Managers can aim to achieve a _________—a brand’s marketing communications spending as a percentage of the total such spending in the product category–equal to the company’s share of market.
share of voice (competitive benchmarking)
A marketer’s decision about how much to spend depends on these factors:
Audience Accessibility & Desirability
Audience Size & Heterogeneity
Audience Receptivity
Task Complexity
Message Complexity
Message Virality
Media Clutter
Financial vs. HR Investment
the number of people reached by an earned media placement
impressions
To measure the effectiveness of marketing communications, managers assess two important elements (Marketing Metrics): (1) the _________, or how widely and deeply the message has spread, and (2) the ____________, or whether and how it influenced consumers’ purchase behavior.
message delivery
message impact
Message Delivery
reach – ____________
number of __________
frequency – _________________
cost per thousand (CPM) =
number of people exposed
impressions = reach x frequency
avg. number of times a person is exposed to advertisement
cost / (reach/1,000)
Message Impact
virality – shares
open rates
click-through rates
time on website
other response measures (e.g., request for information)
copy testing
how effectiveness of advertising is measured:
reach (CPM), frequency,
GRP: gross rating points, reach multiplied by frequency, expressed as a percentage
impact: measures the qualitative value of the advertisement appearing in a certain media vehicle or in a certain location in a media vehicle. for instance, the back of a magazine has a higher impact than a page in the middle.
Some firms set their marketing communications budgets by default, basing them on how much money they believe they have available, given their revenue projections and other expenses. They then take this amount of money as a given and decide what can be done with it, in what is termed a ________________. This method uses an ____________ benchmark.
top-down budgeting approach (most common)
advertising-to-sales
Bottom-Up Budgeting Approach
_______________: set strategic goals for marketing communications, then determine how much it will cost to achieve them
what we prefer as marketers
objective-and-task method:
Google and Yahoo are examples of
search engines
links to websites based on relevance or user popularity, for which companies do not pay anything
organic links
links for which companies pay. These links typically appear…
paid links, sponsored links, paid ads
above organic links or alongside them
