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MKTG 701 > Week 7 - Integrated Marketing Communication > Flashcards

Week 7 - Integrated Marketing Communication Flashcards

1
Q

what is the basic communication model?

A 
sender
encoding
message (in) media
decoding
receiver
response
feedback

noise throughout

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2
Q

who is the sender in the communication model?

A

the person who initiates

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3
Q

what is encoding in the communication model?

A

sender
takes their thoughts
translates into symbols

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4
Q

what is the message in the communication model?

A

output of encoding
a set of symbols

must be embedded in media

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5
Q

what is media in the communication model?

A

a communication channel

verbal, nonverbal, electronic, written, etc

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6
Q

who is the receiver in the communication model?

A

person receiving message

intended or not

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7
Q

what is decoding in the communication model?

A

translating message
back into thoughts

accurate or inaccurate

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8
Q

what is the response in the communication model?

A

reaction by the receiver

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9
Q

what is feedback in the communication model?

A

optional

message from the receiver to the sender

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10
Q

what is noise in the communication model?

A

anything that distorts the message

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11
Q

what is integrated marketing communication?

A

coordinating all communication

for consistency
and efficiency

primary goal = uniform message

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12
Q

what are the objectives of marketing communication?

A 
awareness
knowledge
liking
competitive efforts
driving product trial
stimulate demand
retain customers
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13
Q

what is the objective of awareness

A

draw attention

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14
Q

what is the objective of knowledge

A

teach/inform

not about acting now

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15
Q

what is the objective of liking?

A

create a positive image/attitude

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16
Q

what is the objective of competitive efforts

A

build preference for our brand vs others

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17
Q

what is the objective of product trial efforts

A

encourage people to try

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18
Q

what is the objective of stimulation of demand

A

encourage people to purchase our product

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19
Q

what is the objective of retaining customers

A

drive loyalty

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20
Q

what are the two main areas for marketing strategies

A

PUSH
intermediaries
communicate down the distro channel

PULL
end user
talk with your doctor about…

21
Q

what are the 4 common budget processes

A

arbitrary or subjective
percentage of sales
competitive parity
objective-task

22
Q

what is the arbitrary or subjective budget process

A

use what’s leftover for marketing

easy but risky

23
Q

what is the percentage of sales budget process?

A

forecast sales - give a percentage to marketing

problem: as sales decrease, so does marketing

24
Q

what is the competitive parity budget process?

A

match spending of competition

problem: allows competition to set strategy for you + assumes the competition knows best

25
Q

what is the objective task budget process?

A

data driven approach based on marketing objectives

best approach, but requires most effort

26
Q

how do you measure communication effectiveness?

A

recall, recognition, satisfaction, understandability

27
Q

what are common marketing communication concerns?

A

ethics, creating false needs, increasing materialism, driving up prices, encouraging harmful goods

it’s just a tool - can be used for good or evil

28
Q

what are the four elements of the promotion mix?

A

advertising
sales promotion
personal selling
public relations

29
Q

what is vampire creativity?

A

when the viewer remembers the ad but not the sponsor

30
Q

what is advertising?

A

paid
non-personal messages
from an identified sponsor

31
Q

what are advertising strengths/weaknesses

A

strengths: reach, msg control, per person cost
weaknesses: impersonal, limited feedback, slow exposure

32
Q

what are the common types of advertising?

A 
institutional
advocacy
product
pioneer
competitive
comparitive
reminder
reinforcement
33
Q

what is institutional advertising?

A

messages to promote an organisation

34
Q

what is advocacy advertising?

A

promote a position on a public issue

35
Q

what is product advertising?

A

promoting a product or brand

36
Q

what is pioneer advertising?

A

create demand for an entire product category

vs a specific brand

37
Q

what is competitive advertising?

A

communicate one brand as best
within a particular product category

(but not vs a specific brand)

38
Q

what is comparative advertising?

A

communicate one brand as best
vs
a specific brand(s)

39
Q

what is reminder advertising?

A

drive repeat purchases

40
Q

what is reinforcement advertising?

A

reassures people they made the right choice

41
Q

what is the difference between media type and vehicle?

A

type = broadcast, outdoor, etc

vehicle = Facebook, Sports Illustrated, etc

42
Q

what does public relations mean?

A 
process of building
positive image
with the public
through
relationships with the media
43
Q

what are PR strengths/weaknesses?

A

strengths: inexpensive, highly credible
weaknesses: loss of control over the message

44
Q

what is personal selling?

A

1:1 interactions between sales:client

45
Q

what are the strengths/weaknesses of personal selling?

A

strengths: personal contact, high personalisation, realtime feedback monitoring
weaknesses: lack of managerial control, expensive, training required

46
Q

what are the basic steps in personal selling?

A 
prospecting
preapproach - planning
approach - first contact
sales presentation
overcoming objections
closing
follow up
47
Q

what is sales promotion?

A

short term incentives

to get customers to act now

48
Q

what are sales promotion strength weaknesses?

A

strengths: fast results, measurable results
weaknesses: reduce profits, train expectation of lower prices

MKTG 701 (6 decks)

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