Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
52 Cards in this Set
- Front
- Back
- 3rd side (hint)
|
IMC
|
Integrated Marketing Communication-represents Promotion in the 4Ps and encompasses variety of communication disciplines and maximize communicative impact |
|
|
|
Sender
|
message comes from sender who is clearly identified to intended audience |
|
|
|
deceptive advertising
|
misleading consumers under circumstances
|
|
|
|
transmitter
|
agent/intermediary which works with sender to develop marketing communications
|
ex.creative industry of marketing department
|
|
|
encoding
|
converting sender's ideas into a message
|
|
|
|
communication channel
|
medium (ex tv) that carries message
|
|
|
|
receiver
|
person who gets sender's message containing information/advertisement
|
|
|
|
decoding
|
how receiver interprets the message from sender
|
|
|
|
noise
|
any interruption that can mess up sender's message
|
|
|
|
feedback loop
|
allows communication of sender and receiver whether message was received and decoded properly
|
|
|
|
advertising
|
paid form of communication delivered to persuade the receiver to take some action in the future
|
|
|
|
sales promotion
|
special incentives/ excitement building programs that encourages purchase of products
|
rebates
|
|
|
direct marketing
|
marketing communications that communicates directly with target customers to generate a response or transaction
|
|
|
|
direct response
|
TV commercials or infomercials with a strong call of action
|
|
|
|
PR
|
manages firm's communications to achieve a variety of objectives including positive image/handling stories of events/maintaining positive relationships with media
|
|
|
|
cause-related marketing
|
businesses and charities partner together to marketing an image/product/service for mutual benefits
|
|
|
|
event sponsorship
|
popular PR tool that occurs when corporations support activities (ex sports)
|
|
|
|
electronic media
|
ranging from simple website content to far more interactive features such as corporate blogs/online games/apps/text/social media
|
|
|
|
What if the first step of an IMC Campaign?
|
identify target audience
|
|
|
|
What is the second step of an IMC Campaign?
|
set objectives
|
|
|
|
advertising plan
|
firm outlines objectives of advertising campaign/how to accomplish objective/was it successful or not
|
|
|
|
pull strategies
|
pull customers in by having a big demand to make retailers sell
|
|
|
|
push strategies
|
wholesales/distributors/salespeople push product onto customers
|
|
|
|
objective-task-method
|
determines budget to accomplish communication objectives
|
|
|
|
What are the three rules of objective-task method?
|
competitive parity percentage-of-sales and affordable methods
|
|
|
|
competitive parity method
|
determine budget in which the firm share of expensive is in line with MS
|
|
|
|
percentage-of-sales method
|
determine budget based on fixed % of forecasted sales
|
|
|
|
affordable method
|
what is leftover after operating costs have been covered
|
|
|
|
What is the third step of an IMC Campaign?
|
Determine budget
|
|
|
|
What is the fourth step of an IMC Campaign?
|
convey message
|
|
|
|
unique selling proposition (USP)
|
differentiating a product by communicating its unique attributes
|
|
|
|
What is the fifth step of an IMC Campaign?
|
evaluate and select media
|
|
|
|
rational appeal
|
offers strong information and arguments around issues to encourage consumers the benefits
|
|
|
|
emotional appeal
|
satisfy emotional desires rather than utilitarian needs
|
|
|
|
media planning
|
selecting media mix to deliver the message clearly to intended audience
|
|
|
|
media mix
|
combo of media used in each medium of advertising
|
|
|
|
media buy
|
actual purchase of airtime or print pages
|
|
|
|
mass media
|
reaching large numbers of anonymous audience members ex. tv
|
|
|
|
niche media
|
media generated to small segments of with unique demographic characteristics or interests
|
|
|
|
advertising schedule
|
timing and duration of advertisement
|
|
|
|
continuous advertising schedule
|
runs advertisement steadily and suited towards products/services consumed all year around
|
|
|
|
flighting advertising schedule
|
heavy advertisements followed by no advertisements (advertise early then stop)
|
|
|
|
pulsing advertising schedule
|
combines flight and continious advertisment (ex IKEA advertises throughout the year but in August advertise more on school supplies)
|
|
|
|
What is the sixth step of an IMC Campaign?
|
create communication
|
|
|
|
What is the seventh step of an IMC Campaign?
|
access impact with marketing metrics
|
|
|
|
pretesting
|
assessments before ad campaign to ensure everything is working smoothly
|
|
|
|
tracking
|
monitoring indications (ex. weekly sales)
|
|
|
|
posttesting
|
evaluation of IMC impact
|
|
|
|
frequency
|
measure how often the target audience is exposed to within specified time period
|
|
|
|
reach
|
how much exposure audience faces (ex. tv ad once a week)
|
|
|
|
gross rating points (GRP)
|
measure used to track media advertising
|
|
|
|
click-through tracking
|
how many times user click on an ad on websites |
|
