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Year 1 - Introduction to Marketing > week 25 - IMC > Flashcards

week 25 - IMC Flashcards

1
Q

What is aristotles models of communication

A

speaker

speech
occasion

audience

effect

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2
Q

what is mass commincation

A

brands put out message to audience - that represents classical model but in real world dont have lineat isolated comm but other mkting mesages interfere w message we tryna put out

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3
Q

2 step model of communication

A

mass media

to then

  • opinion form
  • opinion leader
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4
Q

what is the difference between opinion former and opinion leader

A

former - expertise knows about digital camera

leader - influencer w/o specific expertise e.g. but still tells you which camera they prefer

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5
Q

interaction model

A

rise of individual to individual transmissinos

most accurate model
as got mass media and other sources WOM

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6
Q

the linear model of communication

A

brand idneity - what yuo as a brand try communicate
bbrand image - how consumers perice communciation

comm - there;s okots of noise from diff sources so got to decode and may not decode the rught thing 0 causing poor brand image

we want brand image and brand idenityt to be the same,

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7
Q

aida

A

attention

interst

desire

action

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8
Q

sum up aida

A

got consumer jounrey

first thing happen is you need to elan about brand - so mkting comm need to capture attention

then once attention capturee developed intererst *

once interest developed get to desire stage in which you should activley be seeking out product

action stage - conversion - purchasing /subscriving

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9
Q

what is attetntion

A

firs ttime we learn abuot the brand

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10
Q

what is interest

A

1st time sstart seriously patying attentiton

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11
Q

what is desrie

A

the decsion your gonna buy it for sale

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12
Q

what is action

A

when you buy it and make a purchase decisison

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13
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at = attention

A

just learn about it

get athelets wear shoes

billboards

social media

traditional ads work here also as we dont wanna overwhelm conusmwe- we just want it at the front of their minds

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14
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at - interest

A

provide extra info

so have ads q call to action - inspirational nike stories

navigate people towrds the website e.g. youtube and SM ads w link to check out prouct

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15
Q

what type of marketing works in interest and why

A

influencer mkting - if cosumers follow em and got a good relationship of some sort

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16
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at desire

A

as we navigated people to website we wanna give them more info

associate w opinion formers here to provide more solid info

use exclusivity w celeb brands

create artifical scarcity as can move consumer desire along as just waiitng for right moment

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17
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at action

A

user desin - make it waasy to shop

if still not bought offer discount - exclusive offer

we want to create element of time limitation and push consumer as we create FOMO

LOTS OF PROMO AND DISOCUNT

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18
Q

why is sales promo not efficentn in attention stage

A

see ad on insta and yt and know nothing about brand dont matter if it is 50% off

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19
Q

what does drip stand for

A

differentiate

reinforce

inform

persuade

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20
Q

what is differentiate

A

position a brand so it’s perceived to be different to its competitors

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21
Q

what is reinforce

A

remind /reassure customer about brandwh

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22
Q

waht is inform

A

make customers aware of brands existence , relevance or attributes

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23
Q

persuade

A

encourage customers to behave in a particualr way

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24
Q

what is drip for

A

tasks of marketing communications

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25
Q

when woiuld we use reeinfoce

A

in remarketing and retargetting

e.g someone went on website and checkout but didnt buy

may keep seeing ads on diff social media to remind you about product/lots of diff ads about same product

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26
Q

what is inform good for

A

new product/offering

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27
Q

what does inform specifically target

A

telling you more about product

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28
Q

what is peruader centtred around

A

heavy salesy
email ads
sales primi

goal isjust to persuade

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29
Q

how can we link drip to aida - attention

A

differentiate

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30
Q

how can we link drip to aida - interest

A

differentiate and reinforce potential information

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31
Q

how can we link drip to aida - desire

A

reinforce and reinform

hopefully wont need to differntiate as did it in earlier stages

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32
Q

in the final stage customer knows enough about product , already have intetres tso hhow do we capture em

A

offering diff advantages

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33
Q

push mkting

A

promo product down mkting channel

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34
Q

give example of push mkting q

A

personal selling

direct selling

trade hosws

aggressive adv

interruption mkting

paid media

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35
Q

what is pullmkting

A

promoting product to end customers

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36
Q

give example of pull marketing

A

consumer centric adv

digitla mkting

promo

discoutns

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37
Q

what is ida of pullmkting

A

provide enough incentive consumer comes for product instead of us pushing product to consumer

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38
Q

how do viral products such as stanley cup use pullmktingn

A

get consumer to seek product

works well v viral trend infleuncer mkting

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39
Q

make sure write info anuot when andhow comm chart -

A
40
Q

AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - Where foes adv work best and worst and why

A

awareness/attention -best

action - worst

just want to tell info

41
Q

AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - personaal sellign where does it work best and wort and why

A

action - best

awareness/atteniton - worst

if no nothing about product geels aggressive and you would find it annoying and if sales person following you

but if got interest and desire and looking for dpecifi product hten slaes perosn comming after you woudlnt be annoying and personal selling would be important
when we move closer to purchase we want a personalised experience which can be offered through personal selling

42
Q

when is PR most and least effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE -

A

awareness atteniton - best

interst - worst

RR is just there to le us know things are sappin

43
Q

when is sales promo most effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - and why

A

action - most effective

desire - least effective

onlu works in desire to action

and we wanna move consumers here

44
Q

what are hte 5 major promomtion mix elements within an IMC

A

advertising

public relatinos

sales promo

Digitla marketing

Direct marketing

personal selling *

45
Q

what is sales promo

A

Short term strong incentives to encourage purchase of product

but short lived - not alwayus effective at building long term brand prefrences

46
Q

what are the forms of sales promo 6

A

sales

samples

coupons

sales pack (BOGOF)

scarcity promotions

contests/competititons

47
Q

what are sales promo good for in AIDA

A

moving consumer from desire to action

48
Q

what shoudl we never recomoed sales prom for

A

to generate loyalty

or in post purchase

49
Q

what are the 4 types of direct marekting

A

asles force/erpsinal selling

telemarketing

diret mail, catalogue subscrptions

teleshopping , infomercials

50
Q

+ve of direct mkting

A
  • depends on specific type of marketing

easy to adapt and personalise

affinity

easy to measure

builds relationships

interactino facilaitates feedback - can get it quick

51
Q

what are the disadvantages of direct marketing

A

image problems - called callign

cost of database maintenance

large non resposne

difficult to develop brands

no proven effect on emotions

52
Q

what is the personal selling process

A

prospecting and qualifying

approach

presentation and demonstration ( free trial)

handling objections

closing

follow up

53
Q

what is advertising media

A

vehicle thtrough which adv messages are delivered to their intended audiences

54
Q

what is traditional media advertising

A

paid , mdeiated form of communication from identifiable source

55
Q

traditional media adv designed to

A

persuade receiver to take some action, now or in the future

56
Q

adv of traditional media adv

A

wide reach

great for building wider recongition and awareness

greater message and control

provevn effects on beliefs emotions and attitudes

57
Q

disadvantages of traditioal media adv

A

difficult to induce behviour

imapct relatively difficult to measure

tendency to be ignored

expensive

standardised targtting

58
Q

when should adv be used

A

not to persuade butin earlier stage of consumer journey/markting funnel

59
Q

why do trad media adv have a wide reach and greater mesage contol

A

big billboards and tv ads , buses

conttorl - fully inc ocntol od what we wanna put in ad

60
Q

why is it hard to induce behaviour from trad media adv

A

as just raises awareness

61
Q

why is impacgtof trad media adv rlatley difficult to measure

A

dont got lsts of info apart form footfalling place

62
Q

trad media adv is expensive compared to

A

other types of marketing communication

63
Q

why is standardised marketing a negative for traditional media advertising

A

cannot target specific person can only assume but cant do personalidr targettgin

64
Q

when recoomed tradiotnal media adv waht should you do

A

rrecoomend a specific media try

65
Q

whare are the 8 media types

A

televsiion

newspaper

magazine

outdorr(e..g billboards)

direct marketing mail

radio

digital

social media

66
Q

advertsiting appeal ither

A

emotinnoal

ratinal

67
Q

what is an emotional appeal 3 characteristics/features

A

feelings based

about emotions

symbolic beenfit s

68
Q

t or falswe ads are usually on a spectrurm of emotional to rational

A

t

69
Q

emotinal ads may not ….

just trying to ..

A

may not even say anything abot product , ebenfits etc - just trying to build brand connection

70
Q

what are advertising appeals about

A

informatino

facts

functional benefits

71
Q

info, benefits and facts usaully cover

A

price

practiclity

72
Q

rational ads appel to whic tyope of cosnumer

A

rational - asking thign susch as hwat does it cost , what am I gonna get for money

73
Q

the type of adv depdnds in what two things

A

purpose and cusotomer

74
Q

in aida when would we use emotinal as

A

attention

interest

as we jsut tryna get it to you

e..g w revolut ad they intent wasnt to be like yah im gonna get that car

75
Q

for aida model when woud we use the logicla rational

A

desirer

action

76
Q

how do weevaluate suitable media - 5 thigns

A

reach

frequency

impact

engagement

77
Q

for we reach we consider things such as

A

footfla

78
Q

for frequency what is ths more about

A

IMC

79
Q

WHAT IS HOLYWIID RULE OF 7

A

consumer sees thisn 7 times before take action

the idea is to - see before you engage

80
Q

banner bloindness affets both

A

phsycial and digital mkting

81
Q

what is banner blindness

A

devleop ablity to ompeltley ignore ads , brain subconsciousl blocks it

82
Q

what arg do we use for banner blindness

A

drawbcks o mkting

83
Q

digital mkting made of - 6

A

content mkting

influencer mkting

social media mkting

email mkting

search engine mkting

mobile mkting

84
Q

when we talking aobt control of the media what 3 things are we tlam bout

A

paid

owned

earned

85
Q

give exmaple of paid

A

print

tv

raio

magazines

cinema

86
Q

what is paid

A

got full control over media as we hav epaid for it

87
Q

fair enough we got full contol in paid but the contorl can be limtied why is this

A

if we useing sponsorship or influencer marketing then retain some control

we tel me what we wanna see but they may bring something differentwha

88
Q

give example of owned media

A

retail stores

copany wesbitte

mobile apps

companies social media

89
Q

what is owend media

A

got full control completley

dont pay for them

we own them

90
Q

w owed media why do you have full contorl

A

as we can delete change and add things on our social media

91
Q

what is earned media

A

word of mouth

comments

bligs/forums

reccomendatins

92
Q

what is earned media

A

0 control , but 0 sponsored interst

independent - e..g someone came across product and liek it enough to put ino

if any simulation on brand side ont earned

93
Q

developing the optimal IMC program requirese

A

choosing best set of communication options and strategically managing the relationships between the chosen options

94
Q

when recommeding markeitng comm what shoudl we recomend

A

IMC

95
Q

What is the poitn of IMC

A

instead of having lots of diff types of adv and comm - makes sure all consistent w the same messagin and we can nnavigate consumer through this one way or another

Year 1 - Introduction to Marketing (15 decks)

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