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36 Cards in this Set
- Front
- Back
IMC PLANNING PROCESS |
--Communications Research --Target (s) --Product Positioning --Objectives --Budget --IMC Components |
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Begin with Research. |
Begin with Research: --Understand the product --the Target --Potential buyers --Product Features & Benefits --How product will be used, when it will be used and why |
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Consumer using the product |
Consumer-oriented research: Anthropological approach - direct observation of consumers using the product. |
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Sociological analysis |
Sociological analysis - social class issues, trends and family life cycle changes |
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Psychological motives |
Psychological motives for product purchases - such as feeling sexy, powerful or intelligent |
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Target-market research |
Target-market research: who will be the recipient of the planned communication |
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Focus Group |
Focus Group: consumers talking about a product or brand with a moderator who tracks their comments and ideas |
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Market segment |
Market segment: set of businesses or group of individual consumers with distinct characteristics |
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Market segment |
--Market segments differ from population as a whole. --Market segments must be large enough to be financially viable to target with a separate advertising campaign. --market segment must be reachable through media or marketing or advertising methods. |
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Market segmentation |
Market segmentation consists of identifying consumer or business groups that are most likely to purchase the brand based on their needs, attitudes and interests. |
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Methods of Segmenting Customer Markets |
Demographics Psychographics Generations Geography Geodemographics Benefits Usage |
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Demographics |
Demographics: Age, Income, Education, gender, ethnicity |
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Exhausted Affluent |
Exhausted Affluent: HHI from $100,000-$150,000 - affluent but identify with the working class. |
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Psychographics |
Psychographics: --Attitudes --Interests --Opinions |
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Segments based on Generations |
Segments based on Generations: --common experiences and events that create bonds between people who are about the same age. |
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Geo-targeting |
Geo-targeting: --marketing or advertising that appeals to people in a specific geographic area. |
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Geodemographic Segmentation |
Geodemographic Segmentation: --identifies potential customers using demographic, geographic and psychographic information. |
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Benefit Segmentation |
Benefit Segmentation: --focuses on the advantages consumers receive from a product rather than the characteristics of consumers themselves. |
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Usage Segmentation |
Usage Segmentation: --examines groups based on usage or purchases, including heavy users, average users, casual or light users and nonusers. |
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Product Positioning |
Product Positioning: --perception in the consumer's mind of the nature of a company and its products relative to competitors |
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Product positioning approaches |
Product positioning approaches: --Attributes --Competitors --Use or application --Price-quality relationship --Product user --Product class --Cultural symbol |
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Product Attributes |
Product Attributes: --any product trait or characteristic that sets a brand apart from others. |
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Competitors |
Competitors: --contrasting a company's product against another |
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Use or Application |
Use or Application: --positioning involves a set of uses for a product or application or both. Arm & Hammer is a great example here. |
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Price-quality relationship |
Price-quality relationship: businesses that offer products at extremes of the price range may position by price-quality. |
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Product Class |
Product Class: --Beverage industry - soft drinks, energy drinks, water |
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Cultural Symbol |
Cultural Symbol: This one is difficult. General Motors "American as baseball." Marlboro Man |
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Advertising Objectives |
Advertising Objectives: (derived from overall marketing objectives) --Develop brand awareness --increase category demand --change beliefs or attitudes --Enhance purchase actions --Encourage repeat purchases |
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More Advertising Objectives |
--Build customer traffic --Enhance image --Increase market share --Increase sales --Reinforce purchase decisions |
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Benchmark measure |
Sometimes, an Advertising Plan emphasizes one single objective. A benchmark measure acts as a baseline from which future outcomes can be assessed. |
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Percentage of Sales |
Percentage of Sales: --sales from previous year or anticipated sales |
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Meet the Competition Budget |
Meet the Competition Budget: Seeks to prevent loss of market share. Matching the competition's budget does not guarantee success. |
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What we can afford budget |
What we can afford budget: This is the most common budget you will see. |
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Objective & Task |
Objective & Task: what is the cost of accomplishing each objective? |
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Payout Planning |
Payout Planning: A ratio of advertising to sales or market share. Usually allows greater amounts in early years to yield payouts in later years. |
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Media |
Quantitative Models - Media - we will discuss in the Media section of the class. |