Promotions - Integrated Marketing Communications

Question 1

Traditional “Dis-integrated” Marketing

Answer 1

Where each marketing medium of a company was independent, and hired by separate companies to carry out

This caused inconsistent messaging, and marketing messages saying different things

Question 2

Integrated marketing communications (IMC)

Answer 2

Coordinating all of your “touch points” to form a consistent image for your product or brand

Message needs to be consistent across ads, public relations, places to buy, website, etc

Question 3

What are the 5 Ms of a Communciation Campaign

Answer 3

Set your MISSION
Decide budget (MONEY)
Choose MESSAGE
Decide MEDIA mix
MEASURE effectiveness

Question 4

What are characteristics of a campaign MISSION

Answer 4

Communication tasks to be accomplished with a specific target audience during a specific time

Can be classified as informative, reminder, or persuasion

Objectives vary across product life cycle

Question 5

How does a business decide on campaign MONEY?

Answer 5

Budget making strategies:

What the company can afford
As a percentage of sales
To match competitors’ budgets
To achieve a certain objective (sum of costs)

Question 6

What makes a good campaign MESSAGE

Answer 6

Good messages should: get attention, hold interest and obtain action

Have a single, clear message and break through the clutter!

Question 7

How can campaign MESSAGES be executed, and what tone should ads have?

Answer 7

Can be executed through: scientific evidence, technical expertise, fantasy, etc

Campaigns can have humourous tones, or emotional tones to grab attention

Question 8

Campaign MEDIA: Define Reach, frequency, impact and engagement

Answer 8

Reach: calculating the % in your target market who will see your ads
Frequency: how many times someone in your target market will be exposed to your ads
Impact: the qualitative value of an advertisement through a medium
Engagement: whether the consumer is encouraged to take action (pay attention, click the link, share)

Question 9

How does a business decide on campaign MEDIA medium types and timing?

Answer 9

Based on the target markets attributes, habits and lifestyle: do they watch sports channels, read the financial journal?

Timing: time ads through seasons, or concentrated bursts

Question 10

What are ways to MEASURE a campaign?

Answer 10

Measure ROI before and after campaign
- Sales are the best indicator but difficult to track
- Click thru, visits, attitude toward product

Question 11

Define advertising

Answer 11

Any paid form of non-personal promotion of ideas, goods or services by an identified sponsor

Evolving from passive/offline to interactive/online

Question 12

Product Placement, what is it?

Answer 12

Product placement is commonly used in TV shows and movies today to market products

Steven Spielberg helped Hershey’s obtain the #1 spot in the chocolate bar market after they included Reese’s Pieces in the movie E.T.

Question 13

Sales Promotions, what are they?

Answer 13

Short-term incentives, usually presented at the point of purchase, designed to encourage the immediate purchase of a product or service

Question 14

Consumer promotions and examples

Answer 14

increase consumers short-term sales or (sometimes) help build long-term customer relationships

examples: contests, sweepstakes, rebates, bonus packs, samples and coupons
long term sales promotions: loyalty programs

Question 15

Personal Selling

Answer 15

Paid, personal form of advertisement
Involves two-way communication between salesmen and customers

Question 16

Cognitive dissonance

Answer 16

the difference between what we think and what we do

purchasing a car, but 2 weeks later looking at car ads and window shopping for other cars

Question 17

Sales tactics: foot-in-the-door, door in the face

Answer 17

Foot in the door: starting with a small ask and then working your way up to a larger ask
(asking to have a goldfish, then a puppy)

Door in the face: starting with a large ask and then asking for something small
(asking parents to buy you a car, then asking for a drive to the park)

Question 18

What are characteristics of good public relations?

Answer 18

Building good relations with the company’s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavourable rumours, stories, and events

(Supersize Me, is an example of bad publicity)

Question 19

Direct Marketing

Answer 19

Personal, targeted messages, such as personalized mail or direct-response TV commercials

Question 20

Event marketing and sponsorship, what are the objectives

Answer 20

Companies involve their brand in an experience of occasion

Goal is heighten awareness, create positive associations, create a desired response

Gain visibility from logo displays, pamphlets

Question 21

Digital Marketing - Benefits

Answer 21

Targeted, impact can be easily and quickly measured, modifications can be quickly assessed, customers can be engaged to forward the message

Marketing metrics involve likes, tweets, Facebook impressions, video views, followers, to name a few

Question 22

Social Media Influencers - Why are they so effective?

Answer 22

Influencers have carved out a target market, making it easy for businesses to reach their market

Influencers have a sense of trust built up with their audience, and are more likely to purchase than a generic online ad

Question 23

Content Marketing

Answer 23

Providing relevant and useful niformation to consumers on certain topics associated with your brand

John Deere posting videos on how to increase crop yields, use a double-wheeler tactor, etc

Question 24

Trade promotions

Answer 24

Short term promotions used to generate support with wholesalers, distributors, and retailers

Examples: attending trade shows to showcase new products, inclusion in a retailer’s ad campaign, price reductions for displaying a product