Introduction to Marcom & IMC Flashcards
What is Marketing Communications?
All the messages and media you deploy to communicate with the market
What is integrated marketing communication?
It is the integration of all the marketing tools so that they can work together in harmony and convey a uniform message.
What are the objectives of IMC?
Creating preference
Shortening the sales cycle
What are the components of the consumer buying process?
recognition of need
information search
evaluation of alternatives
purchase decision
post-purchase evaluation
What is a marketing communications channel?
It is a delivery vehicle that carries your message to your customers
What are the two types of marketing communication channels?
Traditional media channels
Digital marketing channels
Give examples of traditional media channels?
Print publications
Radio
Television
Billboards
Signage
Telephones
Postal Services
Events
Give examples of Digital marketing channels?
Websites
Blogs
Podcasts
Social media
Email
Display/ banner ads
Rich media like pop ups
What is a marketing communication strategy?
It is the course of action you implement to get your message in front of your target market using the most appropriate channel
How do you create a marketing communications strategy?
- Identifying target market
- Identify your USP
- Match customer problem to your product as a solution
- Match messaging to selected channels
- Set your goals and identify ways to measure
How can you determine the best Marcom strategy for a product?
Objectives
Individual medium characteristics
Budget
How do businesses benefit from a multi-channel marketing strategy?
Increases visibility to your target audience
What is the importance of creating a market strategy?
You will be able to know the best way to reach your target audience
What are the elements you need to identify to develop a quality marketing communications plan?
Goal
Target audience
Value provided product/service
Message
Best communication channel
Why is MARCOM important?
Create brand awareness
Helps to develop a strategic vision
Express competitive advantage
Fosters goodwill
Boosts profits
Attracts talent (employees)
Increases investment
