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52 Cards in this Set

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IMC
Intergrated Marketing Communications
Executive Summary
This will come in the beginning of any strategic plan. Give you "the quick and the dirty" that essence of the plan in a summary type format. The bottom line.
Has 3 levels:
1.) Corp. Level/Buisness Level
2.) Marketing Plan (Functional level)
3.) Promo Plan/Area Specific
Strategic Plan =
Setting Goals
a. Objectives
b. Strategy Plans
c. Tactics
Objectives
Determines what it is you want to accomplish short term in order to get your longer term goals.
Strategy
Plans, methods or designs by which to accomplish an objective***
Tactics
Specific way in which a promotion strategy is executed.*
Business Plan
Broadest decisions of an organization.
Mission Statement
an organization's mission defines the purpose of the firm and what it wants to accomplish.
Marketing Plan
aka strategic marketing plan is a document that describes the overall marketing strategy developed for a company.
5 stages of a marketing plan
1.) Market Situation Analysis-
2.) Marketing Objectives
3.) Marketing Strategies
4.) Tactics
5.) Process for monitoring and evaluating performance including a feed back mechanism to make necessary changes to the overall marketing strategy or tactics.
Promotional Plan (Area Specific)
* Marketing must come before promotion! Execution of marketing plan. What is it we want to communicate to customer?
Communication/Promotion Process
Promotion objective pyramid
1.) Inform/create awareness for the customers.
2.) Arouse Interest within target customer groups.
3.) Take action- to persuade the target groups to take some kind of action.
4.) Encourage purchase if the product or service offered by target consumers.
5.) Gain Loyalty of the consumer group due to the success of the first four steps.
Retail Calendar
Fall and Spring-
Fall- 1st of August to January 31
Spring Feb 1st - July 31st.
- Indicates what merch. is currently available in the retail store.
Trade Calendar
Monthly guides to events occuring at the manufactoring level.
Promotional mix Calendar
Based upon the fashion trends of the season, in combo with activities at trafe and retail levels, various promotional projects or events are planned.
Unit of Sales
Seen in higher priced items (furniture, cars)
Competitive Party
Taking a look at which competition is doing.
Advantages to Competitive Party
Can help minimize market war fare.
Disadvanages to Competitive Party
-Totally ignores goals, tactivs etc.
- Always looks at the past not looking at the future.
- Never assume to competetiors that will spend money.
All You Can Afford
what is the amount that the company can spend. Whats left over after budget?
Arbitirary
-Least reliable
Bottom Up-
Also called build up approaches consider a firm's goals and objectives and assign a portion of the budget to meet those objectives.
Objective and Tasks advantages
- takes into consideration of what company wants to do
- building from bottom up.
Objective and Tasks• disadvantages
• cost get way out of control.
Pay out
looking at future, projecting future revenues and cost. Accurarcacy forcasting.
A. Client/ Advertiser
Manufacturere brand retailer- people who have products to sell. Pays for promotion, has finial dicision in all ad’s run.
B. Promotional agencies
1. In house
a. Cost Saving
b. Expertise
c. Greater Control
d. More Attention

More attention and involvement.
2. External Agency
a. Independent objective
b. more creative
C. Media Reps
- Sell Media Space. Pitch their particular media vechile.
Media Organizations
major Participants in promotion process.
D. Suppliers
Support Businesses- They asists the client or agency. They are Specialized one small part. Ex. Audio and video production.
A. Full Service Advertising Agency
Provides a range of promotional/unpromotional activities for respective clients. Are not responsible for everything but a whole host of activities.Ex. Brenstein- Rein or Barkley and Evergreen ( sonic commercials)
B. Creative Boutiques
- And idea factory, a supplier or support business, typically smaller, they do creative don’t buy media don’t do market research. Do do creative layouts, photography, logo design etc.
C. Direct Marketing Agencies-
Does a lot of stuff like full service agencies do. More specialized, does more direct marketing activies look at promotion like direct mail, telemarketing, infomercials. Provide number of service like data base management*, market research, can help with creative assistants etc.
D. (Not in text) E-Commerce-
Highly involved in web development, web 2.0, Helping to issue online coupons, manage databases, run online sweepstakes or contest, manage e-mail. (This also can be done by direct marketing)
E. Fashion Show Production Agencies-
Arrange venues, hiring of models, choreography, lighting, staging, back staging, take care or dressing room areas and dressers. Goes hand in hand with modeling agencies. Someone who can take over whole enire show and do it for that retailer.
F. Market Research Companies-
Gather data (primary, secondary), Conduct interviews, foucus groups, hep client develop business plan, help client better understand target market, help conduct market surveys. Not involoved with creatve advertising. There to do research. Many of the above agencies have their own market research companies.
G. Media buying Services-
One of those Suppliers that are a playing in promotion industry. Independent organization that place media they buy space, they buy time. A full-service agency can do this. Often times can have muiltle clients and the clients can be competeing, they can offers some savings because they are buying large blocks of space and large blocks of time. Help to Save
H. Public Relation Firms-
Organizations that help maintain a public image with regard to consumer, employees, government, investors, media. Help maintain relationships. Help with press releases and media kits, feature stories, crisis management.
I. Sales Promotion
Speacialize AND DEVELOPING MANAGEING SALES PROMOTION ACTIVITIES. Ex. COUPONS, etc.
Not in text) Event planning Agencies
Can do fashion shows, Can also be involved with sponsorships, celeb. Appearances, etc.
Commission
A. - a % of money given to an agent who assists in a business tranactions (Standard commission is 15%) Ex. Full color ad cost $10,000 kansascity star gives Bernstien and Rein 15%. They pay them $8500. Some people think it is unethicial. Can encourage an agency to use a Commission media supplier the has slightly hire.
1. Fixed Rate
- (Straight Fee) Typically this is done for a long term type relationship between client and agency. Agency charges a basic monthly rate for all of its service and credits any commission earned. MUST BE VERY SPECIFIC AS TO WHAT IS TO BE DONE.
2. Contract
agreement BETWEEN CLIENT AND agency AS TO WHAT EXACT IS GOING TO BE DOWN, HOW MUCH IT WILL COST AND WHAT ARE THE dead lines. More short term arrangements.
3. Fee- Commission-
Media commission that would be earned is credited against the fee. If agency is doing work in non commissionable media then a fee is charged. Ex. Direct marketing, if non commissionable media if you decided to do something with catalog that non commissionable media so they will put a fee on top of it.

- Highly accurate records need to be kept by agency and needs to be specifically stated, what is going to be exactly accomplished.
C. % Charges
cost for work done by outside suppliers. Services such as graphic design, photography, or market research are billed to agencies and the agencies mark up that cost to the client in order to cover its administrative expenses.
I. Regulation-
Has to do with legal issues, rules with regulation.
Consumerism-
HAS TO DO WITH REGULATION. Promotion of consumers interest by activities through government, self- regulation, various consumer organizations. Idea here is we are trying to protect consumer.
FTC
FedERAL trade ConFEDERATION, PROTECT THE CONSUMER MOST DIRECTLY INVOLOVED WITH CONSUMER AS IT RELATES TO PROMOTION. Pg 216 Greatest legal power.
FCC
Federal cOMMUNICATIONS Commission- commission which is responsible for controlling and regulating antitrust and consumer protection laws.
B. Self Regulation-
Industry Regulation in trying to protect consumer CBBB- Console of better BUSINESS beareu.pg 212 (look it over) Two important bearus . National Advertisiting Commission –advertising division
National Advertising Review Board- If no resolution passed to NARB.
Two agencies have no legal authority but can be furthered to FTC. Can IMPOSE PENALTIES.
C. Consumer Regulation
- Like Consumers Unuion- Publishes consumer report. ConsumerWorld.com Trade associations to reulate advertising ex: PETA
II. Ethics
Moral standards of conduct of right and wrong.