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42 Cards in this Set
- Front
- Back
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Ch1.
What is "IMC" |
"IMC" is
Advertising & Promotion |
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Ch1.
What does "Marketing" create? |
Marketing = Exchange
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Ch1.
3 things needed for "Exchange" to happen (DAA) |
Exchange = (DAA)
Desire Affordability Availability |
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Ch1.
"Traditional Marketing" (problems) |
Has Gaps and Overlaps
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Ch1.
"Integrated Marketing Communication" (approach) |
Fill Gaps
Eliminate Overlaps |
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Ch1.
"IMC" defined (SP)(BCP) |
has:(SP)(BCP)
"Strategic Process" "Brand Communication Process" |
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Ch1.
"IMC" Goals |
Short Term Returns
Long Term Brand Value |
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Ch1.
Why is "IMC" important for Brand Identity? |
It Developes and Sustains Brand Identity
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Ch1.
What is the Value of "IMC"? |
Gigantic Rtailers Promotions
Database Marketing Ad Agency Accountability |
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Ch1.
6 Basic Communication Tools (PPAIDS) |
(PPAIDS)
Public Relations Personal Selling Advertising Interactive Marketing Sales Promotion |
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Ch1.
Steps to planning "IMC" |
check Plan
check Situation check Communication Process check Budget |
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Ch1.
Steps to Develop "IMC" |
Use Tools (PPAIDS)
Integrate & Impliment Tools Monitor, Evaluate & Control "IMC" |
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Ch2.
Marketing Mix |
(4Ps)
Product Place Price Promotion |
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Ch2.
Marketing Process (SPaMM) |
(SPaMM)
Segment Position and Marketing Mix |
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Ch2.
Segmenting Process (longword) |
(SocioPsychoDemoGeographic)
Socioeconomic Psychographic Demographic Geographic |
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Ch2.
Targeting Process |
Undifferentiated = Mass Marketing
Differentiated = Segmented Market Concentrated = Niche Market |
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Ch2.
Affect of Segmentation & Marketing (MMC) |
(MMC)
Media Message Communication Tools |
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Ch2.
Positioning Strategies (BUCPAC) |
(BUCPAC)
Benefits User Class Price Application Competition |
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Ch2.
Buying Decision |
Buying Decision = Marketing Mix
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Ch3.
"IMC" Participants (5) |
Advertiser
Advertising Agency Media Marketing Communications Spclst Collateral services |
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Ch3.
Creative Boutiques |
Offer Creative Services Only
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Ch3.
Media Specialist Companies |
Speacialize in buying media & broadcast time
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Ch3.
Types of Agency Compensation |
Commission
Fee-Based Cost-Based Incentive-Based |
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Ch4.
Consumer Decision Making (5 steps) |
Problem Recognition->Info Search
->Alternative Evaluation ->Purchase->Postpurchase Evaluation |
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Ch4.
Sources of Problem Recognition |
Internal
External |
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Ch4.
Maslow's Hierarchy of Needs |
Self-Actualization
Rgo Social Security/Safety Physiology |
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Ch4.
Finding consumers needs |
Interviews
Projective Techniques Focus Groups |
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Ch4.
Selective Perception Process |
Selective Exposure
Selective Attention Selective Comprehension Selective Retention |
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Ch4.
Evoked Set |
a specific set of brands that stands out to the consumer for one reason or another
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Ch4.
Attitude Formula |
A=B1*E1
B=Belief E=Importance |
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Ch4.
Attribute based decision |
Formal Integration Process
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Ch4.
Non-Attribute based decision |
Informal Integration Process
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Ch4.
Post-Purchase Evaluation |
Satisfaction
Disatisfaction |
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Ch4.
Post-Purchase Satisfaction |
Performance>Expectation
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Ch4.
Post-Purchase Disatisfaction |
Performance<Expectation
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Ch5.
Communication Process (6 steps) |
Sender->Encoding
->Channel Message->Decoding ->Receiver |
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Ch5.
Encoding (4 Types) |
Verbal
Graphic Musical Animation |
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Ch5.
Decoding |
Depends on if Marketer and Consumer have simular ideas.
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Ch5.
Cognitive Response |
What the consumer thought of the ad
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Ch5.
Cognitive Response Catagories |
Product/Message Thoughts
Source-Oriented Thoughts Ad Execution Thoughts |
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Ch5.
Consumer Elaboration is determined by: |
Consumer
Product Time |
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Ch5.
Consumer Elaboration is determined by: |
Consumer
Product Time |
