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36 Cards in this Set

  • Front
  • Back

IMC PLANNING PROCESS

--Communications Research


--Target (s)


--Product Positioning


--Objectives


--Budget


--IMC Components

Begin with Research.

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



Consumer using the product

Consumer using the product

Consumer-oriented research:


Anthropological approach - direct observation of consumers using the product.

Sociological analysis

Sociological analysis

Sociological analysis - social class issues, trends and family life cycle changes

Psychological motives

Psychological motives

Psychological motives for product purchases - such as feeling sexy, powerful or intelligent

Target-market 

research

Target-market


research

Target-market research:


who will be the recipient of the planned communication

Focus Group

Focus Group

Focus Group:


consumers talking about a product or brand with a moderator who tracks their comments and ideas

Market segment

Market segment

Market segment:


set of businesses or group of individual consumers with distinct characteristics

Market segment

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.

Market segmentation

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.

Methods of Segmenting Customer Markets

Demographics


Psychographics


Generations


Geography


Geodemographics


Benefits


Usage

Demographics

Demographics:


Age, Income, Education, gender, ethnicity

Exhausted Affluent

Exhausted Affluent

Exhausted Affluent:


HHI from $100,000-$150,000 - affluent but identify with the working class.

Psychographics

Psychographics:


--Attitudes


--Interests


--Opinions

Segments based on Generations

Segments based on Generations

Segments based on Generations:


--common experiences and events that create bonds between people who are about the same age.

Geo-targeting

Geo-targeting

Geo-targeting:


--marketing or advertising that appeals to people in a specific geographic area.

Geodemographic 

Segmentation

Geodemographic


Segmentation

Geodemographic Segmentation:


--identifies potential customers using demographic, geographic and psychographic information.

Benefit Segmentation

Benefit Segmentation

Benefit Segmentation:


--focuses on the advantages consumers receive from a product rather than the characteristics of consumers themselves.

Usage Segmentation

Usage Segmentation

Usage Segmentation:


--examines groups based on usage or purchases, including heavy users, average users, casual or light users and nonusers.

Product Positioning

Product Positioning

Product Positioning:


--perception in the consumer's mind of the


nature of a company and its products relative to competitors

Product positioning 

approaches

Product positioning


approaches

Product positioning approaches:


--Attributes


--Competitors


--Use or application


--Price-quality relationship


--Product user


--Product class


--Cultural symbol





Product Attributes

Product Attributes

Product Attributes:


--any product trait or characteristic that sets a brand apart from others.

Competitors

Competitors

Competitors:


--contrasting a company's product against


another

Use or Application

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.

Price-quality 

relationship

Price-quality


relationship

Price-quality relationship:


businesses that offer products at extremes of the price range may position by price-quality.

Product Class

Product Class

Product Class:


--Beverage industry - soft drinks, energy drinks, water



Cultural Symbol

Cultural Symbol

Cultural Symbol:


This one is difficult.


General Motors "American as baseball."


Marlboro Man

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



More Advertising Objectives

--Build customer traffic


--Enhance image


--Increase market share


--Increase sales


--Reinforce purchase decisions

Benchmark measure

Benchmark measure

Sometimes, an Advertising Plan emphasizes one single objective. A benchmark measure acts as a baseline from which future outcomes can be assessed.

Percentage of Sales

Percentage of Sales

Percentage of Sales:


--sales from previous year or anticipated sales

Meet the Competition Budget

Meet the Competition Budget

Meet the Competition Budget:


Seeks to prevent loss of market share. Matching the competition's budget does not guarantee success.

What we can afford 

budget

What we can afford


budget

What we can afford budget:


This is the most common budget you will see.

Objective & Task

Objective & Task

Objective & Task:


what is the cost of accomplishing each objective?

Payout Planning

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.

Media

Media

Quantitative Models - Media - we will discuss in the Media section of the class.