Week 7 - Integrated Marketing Communication Flashcards by Nate Desmond

what is the basic communication model?

sender
encoding
message (in) media
decoding
receiver
response
feedback

noise throughout

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who is the sender in the communication model?

the person who initiates

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what is encoding in the communication model?

sender
takes their thoughts
translates into symbols

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what is the message in the communication model?

output of encoding
a set of symbols

must be embedded in media

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what is media in the communication model?

a communication channel

verbal, nonverbal, electronic, written, etc

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who is the receiver in the communication model?

person receiving message

intended or not

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what is decoding in the communication model?

translating message
back into thoughts

accurate or inaccurate

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what is the response in the communication model?

reaction by the receiver

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what is feedback in the communication model?

optional

message from the receiver to the sender

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what is noise in the communication model?

anything that distorts the message

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what is integrated marketing communication?

coordinating all communication

for consistency
and efficiency

primary goal = uniform message

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what are the objectives of marketing communication?

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

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what is the objective of awareness

draw attention

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what is the objective of knowledge

teach/inform

not about acting now

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what is the objective of liking?

create a positive image/attitude

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what is the objective of competitive efforts

build preference for our brand vs others

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what is the objective of product trial efforts

encourage people to try

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what is the objective of stimulation of demand

encourage people to purchase our product

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what is the objective of retaining customers

drive loyalty

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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