Chapter 17- IMC Flashcards
(29 cards)
What is integrated marketing communications?
Represents the promotion dimension of the 7Ps: encompasses a variety of communication disciplines- general advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing incl. social media- in combination to provide clarity, consistency and maximum communicative impact.
What is the sender?
Firm from which an IMC message originates
What is the transmitter?
An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency
What is encoding?
Process of converting the sender’s ideas into a message, which could be verbal, visual or both
Three elements of an IMC strategy?
- Consumer
- Channels through which the message is communicated
- Evaluations of results of the communication.
Steps in the communication process?
- Sender
- Transmitter encodes message (works with creative department to dev marketing comms)
- Communications channel: the medium that carries the message
- Receiver: person who reads, hears, sees and processes the info.
What is decoding?
Process by which the receiver intercepts the sender’s message
What is noise?
Any interference that stems from competing messages. a lack of clarity in the message or flaw in the medium.
Problem for all communications channels
What is the feedback loop?
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.
Can take many forms: customer’s purchase, a compliant, a compliment etc
How do consumers perceive communication?
- Receivers decode messages differently
- Senders adjust messages according to the medium and receivers’ traits
e.g. TikTok for Gen Z, OOH for older generation etc
What is the AIDA model?
A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.
What is aided recall?
An awareness metric that occurs when consumers recognize a name (e.g. of a brand) that has been presented to them.
What is top of mind awareness?
A prominent place in people’s memories that triggers a response without them having to put any thought into it.
What is the lagged effect/
Delayed response to a marketing communications campaign
What are examples of channels used in an IMC strategy?
Broken down into passive and interactive, online and offline.
Examples:
- Advertising
- Public Relations
- Sales promotions
- Personal selling (important esp in B2B settings)
- Direct marketing
- Online marketing
What is direct marketing?
Sales and promotional techniques that communicate directly with target customers to generate a response or transaction
Received the greatest increase in aggregate spending recently.
e.g. email, alerts, calls, helped by access to databases
What is mobile marketing?
Marketing through wireless handheld devices such as smartphones and tablets.
What are some ways marketers set the budget for the IMC campaign?
Objective-and-task: Budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives choosing media, and determining costs.
Rule-of-thumb methods: budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted.
Examples of online marketing?
- Blog
- Social media (online and mobile technologies that distribute content to facilitate interpersonal interactions), with the assistance of various firms that offer platforms, services and tools to help consumers and firms build their connections.
What is frequency?
Measure of how often the audience is exposed to a communication within a specified period of time.
What is reach?
Measure of consumer’s exposer to marketing communications; the % of the target population exposed to a specific marketing communication, such as the advertisement, at lest once.
What are gross rating points?
Measure used for various media advertiisng- print, radio or television
GRP = reach * frequency
What is web-tracking software?
Software used to assess how much time viewers spend on particular web pages and the no of pages they view.
What is SEM?
Search engine marketing: an activity used in online searches to increase the visibility of a firm by using paid searches to appear higher up in search results
