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Advertising & Marketing Communications > Lecture 3 - IMC > Flashcards

Lecture 3 - IMC Flashcards

1
Q

What is the definition of an IMC campaign?

A

the coordination of the marketing communictions mix elements with each other and with other elements of the brands marketing mix

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2
Q

What are some elements of the marketing communications mix?

A

advertising, public relations, sales promotion, personal selling, and direct marketing etc

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3
Q

What must an IMC be responsible for?

A

building brand identity
managing a brands contact points with all stakeholders
translating brand identity into brand equity

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4
Q

What does an IMC consist of?

A

Communication of value to marketplace

In line with resourcs of the company

Consistent with marketing mix and STP

Clear consistent and compelling messages

Inform, engage and persuade consumers

A promotion mix with a range of promotional tools, communication channels and media

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5
Q

what are the three broad objectives of an IMC campaign, in terms of the consumer interaction with the brand?

A

1) informing
2) persuading
3) inducing action

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6
Q

How do Belch & Belch (2021) define the objectives of an IMC?

A

1) awareness
2) knowledge
3) preference
4) trial
5) loyalty

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7
Q

Explain how an IMC campaign may seek to increase awareness

A

two components:
1) brand recall by establishing brand - category need link
2) brand recogontion by making packaging and logo salient

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8
Q

Explain how an IMC campaign may seek to increase knowledge?

A

Convey brand positioning by using objective and subjetive info to demonstrate why your product is better

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9
Q

Explain how an IMC campaing may seek to increase preference?

A

Lead consumers to trial through removal of percieved risks

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10
Q

Explain how an IMC campaign may seek to increase trial rate?

A

Assure consumers there are no barriers to purchase

it is often difficult to use sales as a primary communication objective, yet behaviour (e.g. sales) is the ultimate objective of any IMC campaign

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11
Q

Explain how an IMC campaign may seek to increase loyalty?

A

achieve mental commitment relation

aim to secure repeat purchase out of preference, not habit

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12
Q

What needs to be integrated in the IMC campaign?

A

Media
Messages
Tools

REMEMBER: CUSTOMER MUST REMAIN CENTRAL

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13
Q

What should an IMC want to get across to its audience as part of its message?

A

needs to engage and communicate the message

set out the benefits and value

be plain and straightforward whilst also being creative and compeling

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14
Q

What are emotional appeals?

A

relate to customers social and/ or psychological needs for purchasing a product/ service

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15
Q

What are informational appeals?

A

focus on the consumers practical, functional. utilitarian need for product/ service

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16
Q

What are some promotional elements in an IMC campaign?

A

advertising
digital/ internet marketing
PR
personal selling
direct marketing
sales promotion

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17
Q

what are some examples of traditional tools?

A

broadcast
print
OOH
instore

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18
Q

what are some examples of digital tools?

A

search engine ads
banner ads
mobile ads
location based apps

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19
Q

what are some examples of social tools?

A

social media sites

20
Q

Explain how a situational analysis will help to inform the way in which you use advertising yo deliver IMC message

A

Ask what company already does

Can it utilise any expertise?

Any weaknesses?

Any trends impacting consumer preference?

21
Q

What does an IMC message need to contain?

A

Needs to engage and communicate the message

Needs to set out benefits and value

Be plain and straightforward whilst creative and compelling

Be meaningful and believable

22
Q

What 4 steps must be considered when using advertising to share IMC message?

A

1) What to say
2) How to say it
3) Who to say it
4) Where to say it

23
Q

Provide an example of an IMC campaign that had an emotional appeal

A

1) John Lewis man on moon xmas ad
2) T Mobile Super bowl ad 2023

24
Q

What are the ways in which advertising can be executed?

A

Factual, scientific evidence, demonstration, comparison, testimonial, slice of life, animation, personality, imagery, dramatisation, humour

25
How may an IMC message be said?
Divergent messaging Relevant messaging Self referencing
26
What is divergent messaging?
Novel, original, unexpected Better when adding existing messages
27
What is relevant messaging?
Useful, appropriate, practical Better when products are brand new
28
What is self referencing?
Another form of messaging style Connects new information to self and memory through nostalgia, relatable content and self-brand congruity Useful mediator when a moderate amount
29
What are some decisions to weigh up when setting out the IMC message?
Does the message come first (as audience less engaged), or last (as audience already interested)? Draw conclusion to improve understanding, or leave conclusions open to reciever Present only one side focusing only on positives, or set out both sides Mainyl verbal/ written to provide necessary info, or focus on visual cues and associated imagery
30
How can an IMC message be constructed to enhance attention?
Words & layout - use unexpected words, keep headlines short Visuals - use large colourful pictures, pace visual cuts according to emotional or informational Music & voicover - make memorable and break through clutter, consider mood and tempo, use popular songs
31
What may be considered when deciding who to communicate the IMC message?
Similarity - sharing of belifs and attitudes, and can feel a shared understanding Likeability - use of poplar public figures to add value and additional belief, however be careful not to create overexposure or overshadow product e.g. Michael CeraVe
32
What are some examples of advertising media vehicles?
Broadcast (TV and radio) Print(newspapers and magazines) Digital and social (internet, mobile, gamification)
33
What is ambient advertising?
Washrooms, petrol pumps, places where ad is guaranteed to be noticed
34
What is gamification?
Games placed on brand website Played conventionally but with specific marketing purpose Product placement or in game advertising is part of game
35
What is guerilla marketing?
Designed to promote offers in an inconventional way with little budget Involves high energy and imagination
36
What is an example of guerilla marketing?
KitKat and Android - Nexus 7 givewaway Both brands used outofhome ads to allow consumers to take a break and win th tablet Engaged consumers, not just increased reach
37
What is native advertising?
Looks like other content surrounding it
38
What is user co-creation?
Any publically-disseminated, consumer generatd advertising message whose subject is a collectively recognised brand
39
What is content marketing?
a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined target audience wih goal of driving profitable customer action
40
What is buzz creation?
Systematic and organised effort to encourage people to talk favourably about the brand and subsequently increase usage
41
What is viral marketing?
The techniques that use social networks to achieve marketing objectives, through self replicating, viral process
42
Give an example of buzz marketing
Every Coca Cola is welcome campaign
43
What are 3 steps to creating a buzz?
1) Law of the few - takes only a few well connected individuals to start 2) Stickiness factor - messages that are attention grabbing and memorable facilitate talk about brands 3) Power of context - circumstances surrounding a message have to be conducive to having impact and creating a buzz
44
What is experiential marketing?
Creation of memorable brand experiences through sensations, feelings evoked by brand related stimuli Distinctive and tailored to target audiences, to encourage a reaction Immerses consumers to engage and entertain them Uses holistic multi sensory approaches to improve experience and percieved value, thus decision making Based on dimensions such as sense, feel, think, and act
45
What are some examples of experiential marketing?
Games and challenges, pop up stalls, OOH stunts, guerilla marketing, interactive signage. selife generators

Advertising & Marketing Communications (4 decks)

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