Week 7 - Integrated Marketing Communication Flashcards
what is the basic communication model?
sender encoding message (in) media decoding receiver response feedback
noise throughout
who is the sender in the communication model?
the person who initiates
what is encoding in the communication model?
sender
takes their thoughts
translates into symbols
what is the message in the communication model?
output of encoding
a set of symbols
must be embedded in media
what is media in the communication model?
a communication channel
verbal, nonverbal, electronic, written, etc
who is the receiver in the communication model?
person receiving message
intended or not
what is decoding in the communication model?
translating message
back into thoughts
accurate or inaccurate
what is the response in the communication model?
reaction by the receiver
what is feedback in the communication model?
optional
message from the receiver to the sender
what is noise in the communication model?
anything that distorts the message
what is integrated marketing communication?
coordinating all communication
for consistency
and efficiency
primary goal = uniform message
what are the objectives of marketing communication?
awareness knowledge liking competitive efforts driving product trial stimulate demand retain customers
what is the objective of awareness
draw attention
what is the objective of knowledge
teach/inform
not about acting now
what is the objective of liking?
create a positive image/attitude
what is the objective of competitive efforts
build preference for our brand vs others
what is the objective of product trial efforts
encourage people to try
what is the objective of stimulation of demand
encourage people to purchase our product
what is the objective of retaining customers
drive loyalty
what are the two main areas for marketing strategies
PUSH
intermediaries
communicate down the distro channel
PULL
end user
talk with your doctor about…
what are the 4 common budget processes
arbitrary or subjective
percentage of sales
competitive parity
objective-task
what is the arbitrary or subjective budget process
use what’s leftover for marketing
easy but risky
what is the percentage of sales budget process?
forecast sales - give a percentage to marketing
problem: as sales decrease, so does marketing
what is the competitive parity budget process?
match spending of competition
problem: allows competition to set strategy for you + assumes the competition knows best
what is the objective task budget process?
data driven approach based on marketing objectives
best approach, but requires most effort
how do you measure communication effectiveness?
recall, recognition, satisfaction, understandability
what are common marketing communication concerns?
ethics, creating false needs, increasing materialism, driving up prices, encouraging harmful goods
it’s just a tool - can be used for good or evil
what are the four elements of the promotion mix?
advertising
sales promotion
personal selling
public relations
what is vampire creativity?
when the viewer remembers the ad but not the sponsor
what is advertising?
paid
non-personal messages
from an identified sponsor
what are advertising strengths/weaknesses
strengths: reach, msg control, per person cost
weaknesses: impersonal, limited feedback, slow exposure
what are the common types of advertising?
institutional advocacy product pioneer competitive comparitive reminder reinforcement
what is institutional advertising?
messages to promote an organisation
what is advocacy advertising?
promote a position on a public issue
what is product advertising?
promoting a product or brand
what is pioneer advertising?
create demand for an entire product category
vs a specific brand
what is competitive advertising?
communicate one brand as best
within a particular product category
(but not vs a specific brand)
what is comparative advertising?
communicate one brand as best
vs
a specific brand(s)
what is reminder advertising?
drive repeat purchases
what is reinforcement advertising?
reassures people they made the right choice
what is the difference between media type and vehicle?
type = broadcast, outdoor, etc
vehicle = Facebook, Sports Illustrated, etc
what does public relations mean?
process of building positive image with the public through relationships with the media
what are PR strengths/weaknesses?
strengths: inexpensive, highly credible
weaknesses: loss of control over the message
what is personal selling?
1:1 interactions between sales:client
what are the strengths/weaknesses of personal selling?
strengths: personal contact, high personalisation, realtime feedback monitoring
weaknesses: lack of managerial control, expensive, training required
what are the basic steps in personal selling?
prospecting preapproach - planning approach - first contact sales presentation overcoming objections closing follow up
what is sales promotion?
short term incentives
to get customers to act now
what are sales promotion strength weaknesses?
strengths: fast results, measurable results
weaknesses: reduce profits, train expectation of lower prices
