Term
| Name the (3) components in any IMC (Integrated Marketing Communications) strategy |
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Definition
1. The consumer/target market
2. The channels or vehicles through which the message is communicated
3. The evaluation of the results |
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Term
| Name the (7) elements of the communication process |
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Definition
1. The sender: firm from which the IMC message originates
2. The transmitter: agent or intermediary with which the sender works with to develop marketing communications
3. Encoding: converting the sender's ideas into a message
4. Communications channel: type of medium
5. Receiver
6. Noise: interference that stems from competing messages, lack of clarity, or a flaw in the medium
7. Feedback loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly |
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Term
| Name (6) Integrated marketing communication tools |
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Definition
1. Advertising
2. Personal selling
3. Sales promotions
4. Direct response marketing: delivery of promotional materials individually to potential customers
5. Public relations: organizational function that manages the firm's communications to achieve a variety of objectives (cause related marketing, event sponsorship)
6. Electronic media (corporate blogs, online games, text massaging, social media) |
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Term
| Name the (7) steps in planning an IMC campaign |
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Definition
1. Identify target audience
2. Set objectives (advertising plan) (push vs. pull strategy)
3. Determine the budget (objective and task method)
4. Convey the message
5. Evaluate and select media (mass media vs. niche media, determining advertising schedule)
6. Create communication
7. Assess impact |
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Term
| Name (2) things to consider when 'conveying a message' (step 4 in planning an IMC campaign) |
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Definition
1. The message: should tout the key benefits of the product or service
2. The appeal
- Rational appeal: focuses on consumers' sense of reasoning, logic, and learning
- Emotional appeal: aims to satisfy consumers' emotional desires rather than their utilitarian needs |
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Term
| Name/describe the (3) types of advertising schedules |
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Definition
1. Continuous: runs steadily throughout the year and is suited to products and services that are consumed continuously and steady rates
2. Flighting: implemented in spurts, with periods of heavy advertising followed by periods of no advertising
3. Pulsing: combines continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. |
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Term
| Name (3) types os assessments when assessing impact of an IMC campaign |
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Definition
1. Pretesting: assessments performed before an ad campaign
2. Tracking: monitoring key indicators while advertisement is running
3. Posttesting: evaluation of campaign's impact after it has been implemented |
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Term
| What should be measured when measuring an IMC campaign's success? |
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Definition
1. Frequency
2. Reach
Gross rating points (GRP) = reach x frequency |
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