chapter 10 - april 4th Flashcards
is the most visible way that that company communicates its strategies
Integrated Marketing Communication (IMC)
defined as ‘an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand
communication programs
Integrated Marketing Communication (IMC)
- Budget available
- Stage in the product life cycle
- Type of Product and type of purchase decision
- Target market
- Characteristics and consumers readiness to purchase
- Consumers preferences for various media
- Regulataions, competitors, and environmental factors
- Availability of media
- Push vs pull strategy
Factors Affecting Promotional Choices
name types of medium for promotion:
- tv
- radio
- magazines
- newspapers
- digital social media
- out of home bill boards
- direct mail
- media
Websites
Customer service
Sales
packaging
owned media
Advertising
paid media
Social sites
Twitter
Youtube
Facebook
Instagram
shared media
Word of mouth and PR
earned media
- Coupons
- Sweepstakes or contests
- Premiums
- Samples
- Loyalty programs
- Point of purchase displays
B2B sales promotion
- Trade shows and conventions
- Sales contest
- Trade and advertising
- Product demonstration
- Training
- Free merchandise
B2C sales promotion
AIDA model?
- attention
- interest
- desire
- action
- Senders first gain attention from consumers
- A multichannel approach increases likelihood the message will be received
attention
- Customer must be persuaded
- Want to investigate product/service further
interest
- After customer is aware, they must have desire
- From i like it - i want it
desire
- Purchase is just one type of action
- What other actions can consumers be asked
action
- Advertising does not always have an immediate impact
- Multiple exposures are often necessary
- Difficult to determine which exposure led to purchase
lagged effect
list the 5 methods to determine the promotional budget
- Percentage of last year’s sales method
- Affordable method
- Competitive parity method
- Objective and task method
- Return on marketing investment
- ROMI method
what imc tool is this?
Most visible element of IMC
Extremely effective at creating awareness and generating interest
advertising
what imc tool is this?
More expensive than other promotion forms
_______ can add significant value which makes the expense worth it
personal selling
what imc tool is this?
Can be aimed at both end user consumers or channel members
Used in conjunction with other forms of IMC
Can be used for both short-term and long-term objectives
sales promotion
what imc tool is this?
refers to the marketing techniques which use incentives in order to stimulate sales
customer sales promotion
what advantage/disadvantage is this medium?
Advantages
- Has wide reach
- incorporates sound and video for elaborate storyteling
Disadvantages
- Has high costs
- Has cluttered airways
- May increase awareness of your competitors brand
TV
what advantage/disadvantage is this medium?
Advantages
- Is relatively inexpensive
- Can be selectively locally targeted
- Has wide reach
- Is not limited to the constraints of video
Disadvantages
- Is not likely to attract consumers focused attention like TV does
- Has short exposure periods
radio
what advantage/disadvantage is this medium?
Advantages
- Can be very targeted
Reach wider audiences if readers pass them along to others
Post covid world
Disadvantages
- Are relatively inflexible
- Have long lead times
magazines
