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JU_FlashCards > CPM > Flashcards

CPM Flashcards

1
Q

What is IMC?

A

The planning and execution of all types of advertising and promotion like messages for a brand or company to meet communication objectives and support a single positioning.

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2
Q

What is the key and aim of IMC?

A

The key is PLANNING and the aim is to deliver a CONSISTENT MESSAGE across multiple communication channels.

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3
Q

What is the role of Advertising in IMC?

A

To sell more of a branded product or service or to achieve a higher price that customers are willing to pay than without the advertisement.

To turn the consumer’s mind towards the advertised brand by raising awareness of the brand among the target audience.

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4
Q

What are some of the barriers in IMC?

A

Organizational barriers, Organizational Character, Compensation Issues

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5
Q

What are some indications of complexity in IMC?

A

Target audience (different interests), Product or service (different models), Distribution (Limited or specialized)

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6
Q

What are the 5 steps of the IMC planning process?

A

1) Select the correct target audience

2) Determine how the target audience makes product and brand decisions

3) Decide how the brand will be positioned within marketing communication and select a benefit to support the position.

4) Set communication objectives

5) Identify media options that are consistent with the communication objectives

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7
Q

What is ‘positioning’ in IMC?

A

It involves how a brand is to be positioned to the target audience within message execution.

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8
Q

What are the two fundamental questions to ask to achieve effective positioning?

A

1) What need should the brand be linked to?

2) What benefits should be emphasized to communicate what the brand offers?

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9
Q

What are the two basic types of positioning for brands?

A

Central and Differentiated

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10
Q

What is the difference between Central positioning and Differentiated positioning?

A

A central brand can deliver all of the basic benefits associated with the product category. (Apple)

A differentiated brand looks for a way to set themselves apart from other competitors. (Mobile Providers)

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11
Q

What is brand attitude?

A

Brand attitude reflects consumers’ preferences for specific brands that they like or dislike.

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12
Q

What is the difference between Corporate and Organizational identity and imagery?

A

Corporate is External: Looks at the company’s outside target audience

Is associated with the Sender of communication and how the company is to be perceived

Organizational is Internal: Looks at employees and other stakeholders within the company

related to the Receiver of communication and how the company is perceived based on what they know about it.

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13
Q

What is Corporate Image?

A

The global evaluation a person has about an organization.

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14
Q

What is Corporate Reputation?

A

The attributed values (honesty and responsibility) that are evoked from the person’s corporate image.

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15
Q

Name 5 different types of corporate identity.

A

A C C I D

A ctual (Reflects reality)

C ommunicated (Driven by corporate communication)

C onceived (Perception held by target audiences)

I deal (Optimum positioning for corporations)

D esired (Top management vision)

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16
Q

Name the 5 keys to corporate meaning.

A

I I R C B

1) I dentity (What are the company’s distinct attributes?)

2) I mage (How is the company currently perceived?)

3) R eputation (How is the company perceived over time?)

4) C ommunication (What does the company communicate and to whom?)

5) B randing (What is the corporate covenant?)

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17
Q

What are the 4 P’s?

A

Product, Price, Place and Promotion

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18
Q

List the 8 channels within the Marketing Communication Mix.

A

W E P D I P A S

W ord-of-Mouth Marketing
E vents and Experiences
P ublic Relations and Publicity
D irect Marketing
I nteractive Marketing
P ersonal Selling
A dvertising
S ales Promotion

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19
Q

What is Word-of-mouth marketing?

A

Leveraging satisfied customers to organically spread positive recommendations and experiences about a product or service.

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20
Q

What is Events and Experiences marketing?

A

Crafting memorable and immersive brand interactions through sponsored events or unique experiences to engage and resonate with target audiences.

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21
Q

What is public relations marketing?

A

Strategically managing communication to shape and maintain a positive public image through media relations, press releases, and stakeholder engagement.

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22
Q

What is Direct marketing?

A

Targeting specific individuals through channels like email, direct mail, or telemarketing to elicit a measurable response and drive direct customer engagement.

23
Q

What is Interactive Marketing?

A

Engaging customers in personalized, two-way communication, often through digital platforms, to create a more interactive and tailored brand experience.

24
Q

What is personal selling in Marketing?

A

Direct, face-to-face sales interactions where salespeople customize their approach to address individual customer needs and close deals.

25
Q

What is Advertising in marketing?

A

Utilizing paid, mass communication across various media channels to promote products or services and build widespread brand awareness.

26
Q

What is a sales promotion in marketing?

A

Implementing short-term incentives, such as discounts or contests, to stimulate immediate customer purchases and boost sales.

27
Q

When a corporate story is ______, ________, _________, and ________ it is effective.

A

R R R S

R elevant (Important to the target audience)

R esponsive (Permits interaction between company and target audiences)

R ealistic (Focuses on unique characteristics)

S ustainable (Satisfies audience and meets company objectives)

28
Q

What is a corporate story?

A

A comprehensive emotional narrative about the entire company including its history and mission statement.

29
Q

What is the primary intent of advertising?

A

To build brand awareness and brand attitude.

30
Q

What is the primary intent of promotion?

A

To drive short term sales or product usage.

31
Q
A
32
Q

What are the four basic types of advertising?

A

C R B C

C onsumer Advertising (Brand focused directed towards individual consumers)

R etail Advertising (Involves store image as well as products or services offered)

B 2B Advertising (Addresses both customers and the trade via special media directed at target segments)

C orporate Advertising (Promotes the company rather than a product or service)

33
Q

What is the role of channels marketing in IMC?

A

Channels marketing is a term that refers to marketing communications geared to assisting the marketer at all levels of trade.

34
Q

What is Tactical marketing?

A

When a brand is looking for specific and incremental support from a given retailer.

35
Q

When are promotions needed in IMC?

A

When brand purchase intention is an objective and immediate action is required.

36
Q

What are the three trade incentive promotions?

A

Allowance Promotions

Display Material Promotions

Trade Premiums and Incentives Promotions

37
Q

What are Allowance promotions?

A

They offer the trade something in return for purchasing or promoting a specific quantity of a brand or for meeting buying requirements.

38
Q

What are Display Material promotions?

A

They provide the trade of dealer with special in-store display material to use in featuring the promoted brand often in conjunction with a trade allowance promotion.

39
Q

What are Trade premiums and Incentive promotions?

A

Promotions which offer the trade a free gift or a chance for an even higher-value prize in return for purchasing specific quantities of goods or meeting certain requirements.

40
Q

What are 7 basic consumer incentive promotions?

A

C S R L L P S

1) Coupons (reduced price delivered via print media or internet)

2) Sampling (Free distribution of product to home, in-store, or free trials)

3) Refunds and rebates (Rebate on initial purchase or mail-in proof)

4) Loyalty and rewards programs (Frequent buyer program)

5) Loading Devices (Bonus packs or price-off marked on the package)

6) Premiums (Product associated items such as Pepsi-wear)

7) Sweepstakes or Contests (Free products or trips based on product usage)

41
Q

What are consumer promotions?

A

Consumer promotions are developed by the marketer or its agency and are directed toward the target audience to accelerate the decision process.

42
Q

What is “reach” in IMC?

A

The percentage of the [target audience exposed] to an advert or promotion at least once in a given time period.

43
Q

What is ‘frequency’ in IMC?

A

Refers to the number of times an individual [sees an ad] or marketing message within the campaign period.

44
Q

What is “experimental marketing”?

A

Limited-run, pop up, instagramable events. It reflects a strategy that immerses you with a product, creating a meaningful connection between a brand and the consumer to build brand attitude and drive sales.

45
Q

What are the 4 steps of the information processing paradigm or communication response sequence?

A

Exposure

Processing

Communication Effect

Target Audience Actions

46
Q

What is achieved through the communication response sequence?

A

[1 Exposure] leads to [2 processing] that brings about a [3 communication effect] that leads to the desired [4 target audience actions].

47
Q

What three questions are used to determine a positioning statement?

A

WWW

W hat is the brand? (Brand awareness)
W ho is it for? (Target Audience)
W hat does it offer? (Benefit)

48
Q

What are the four basic communication effects in IMC messages?

A

C B B B

Category Need (Audience perception that the product is needed to satisfy a need)

Brand Awareness (Audience’s ability to recall a brand and associate it with a need)

Brand Attitude (Audience’s overall evaluation of a brand)

Brand Purchase Intention (Audience instruction to themselves to immediately respond to the message)

49
Q

List 5 creative tactics for gaining attention.

A

1) Unexpected elements
2) Color
3) Larger pictures
4) Correct placement in Print
5) Motive-dependent structure for commercials

50
Q

What are two brand awareness creative tactics?

A

Brand Recognition (Package must be shown as it will appear at the point of purchase)

Brand Recall (Need must be linked to brand, in that order, and repeated)

51
Q

What are four brand attitude creative tactics?

A

1) Low-involvement informational (one simple benefit presented in extreme)

2) Low-involvement transformational (Emotionally authentic presentation in the execution becomes the benefit)

3) High-involvement informational (Benefit must be consistent with the target audience’s current attitude towards the brand)

4) High-involvement transformational (Emotionally authentic presentation with which the audience personally identifies)

52
Q

List some marketing background questions.

A

What is being marketed?

What is known about the market where the brand competes?

What is known about major competitors?

Where will sales and usage come from?

What are the brand’s marketing objectives?

How is marketing communication expected to contribute to the marketing objective?

53
Q

List the 5 basic characteristics of Direct Marketing.

A

A E I M D

A ccountability (tracking response to control content and cost)

E ffect a response (Objective is an immediate response to the message)

I nteractive process (Feedback helps modify future messages)

M ore efficient targeting (Database helps target specific individuals or groups)

D atabase (Used to identify the target audience and track response)

54
Q

What are the strengths of basic direct marketing?

A

Flexible

Provides immediate feedback

More broadly based audience

Largely self-selecting

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