Chapter 14 Flashcards
(33 cards)
Steps In Launching A Successful IMC Campaign
- Identify target audience
- Set objectives
- Determine budget
- Convey message
- Evaluate & Select Media
- Create communication
- Assess Impact
Identify target audience
Who is the specific audience (i.e., target audience) for a given campaign? And why?
How to identify your TA from the population clutter
- What kind of events does your TA go to? (theatre vs concerts vs fashion-shows)
- Where do they engage the most on social media? (FB vs Insta vs Mobile apps)
- Meta “ads manager” provides way to reach target audience
3 Types of Objectives
Informing
Persuading
Reminding
Objective and Task (explain + limitations)
= the budget is set based on the cost of specific tasks required to achieve stated communication objectives
- Limitations: it can be difficult to identify the specific tasks that will achieve the objectives and, as a result, the most difficult method to use
Competitive Parity (explain + limitations)
= determining the budget in which the firm’s share of the communication expenses is in line with its market share
- Limitations: prevents firms from exploiting the unique opportunities or problems they confront, if all competitors use this method to set communication budgets, their market shares will stay approximately the same over time
Percentage of Sales (explain + limitations)
= a method that is based on a fixed percentage of forecasted sales (e.g. 4% of the sales)
- Limitations: assumes the percentage used in the past is still appropriate for the firm, doesn’t account for the new plans
Affordable Budgeting (explain + limitations)
= Forecast Sales – (Expenses + Desired Profit)
- Limitations: assumes communication expenses do not stimulate sales and profit
unique selling proposition (USP)
= a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan (“Just Do It”)
Rational appeal vs Emotional appeal
Rational appeal – Helps consumers make purchase decisions by offering factual information and strong arguments
Emotional appeal – Aims to satisfy consumers’ emotional desires rather than their utilitarian needs
* Using consumer’s openness to experience different emotions (positive or negative) as means of achieving your IMC objectives
media planning
the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.
media mix
the combination of the media used and the frequency of advertising in each medium.
media buy
the purchase of airtime or print pages.
Media Timing or Ad Scheduling - What is it and 3 types
- frequency with which a firm advertises
Flighting: Advertising for a specific period followed by no advertising
Pulsing: Advertising at low levels along with periods of intensive advertising
Continuous: Advertising mostly evenly throughout the year
Assess Impact
- Tracking – Monitoring specific outcomes (e.g., sales, increased traffic, content engagement on social media, etc.) during the campaign. Technology has enabled real-time monitoring (helps in making changes if a campaign seems to be failing).
- Pre-post testing – For some psychological constructs (e.g., brand awareness, attitude towards brand, etc.) measurements are taken before and after the campaign.
- Post testing – E.g., trial to purchase conversion.
6 types of promotion
advertising, direct marketing, public relations, sales promotion, personal selling, social media and mobile
Advertising
Paid form of communication from an identifiable source delivered through a communication channel
- designed to elicit a response now or in near futur
Personal selling
- two-way form of communication: buyer and seller
- designed to influence a buyer’s decision
- face to face, video teleconferencing, on the phone, the Internet
Value Added by Personal Selling
- build relationships
- educate and provide advice
- save time and simplify buying
Direct marketing
Direct communication with target audience with the goal of generating a response or transaction
- Targeted
- Motivates an action
- Measurable
- Aids in marketing database development
Forms of direct marketing:
- Direct response TV (DRTV) - commercials or infomercials with a strong call to action
- Direct Email/Mail (e.g., Flyers)
- Kiosk-based
- Catalogue-based
Public Relations
- Form of corporate communication
- including building and maintaining a positive image
- handling or heading off unfavourable stories or events
- maintaining positive relationships with the media
Execution forms (aka PR toolkit):
- Publications
- Public service announcements (often cause related marketing)
- Annual reports
- Media relations
- Sponsorships (events and individuals)
- Digital media
event sponsorship
a popular PR tool, it occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.
