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Integrated Campaign Fundamentals > Midterm > Flashcards

Midterm Flashcards

1
Q

What is Integrated Marketing Communication?

A

A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time

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2
Q

What are loyals?

A

Only buy one brand - The marketing goal is to reinforce behaviour and increase consumption

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3
Q

What are intense loyals?

A

Brand ambassadors, influencers

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4
Q

What are value-seeking loyals?

A

They believe buying from that brand is the best value for money; even if it is more expensive, it is worth it

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5
Q

What are inertia loyals?

A

They believe it is too much trouble to go elsewhere; even if there are better options, they will still buy the product from that specific brand

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6
Q

What are competitive loyals?

A

They only buy the competitive brand. The marketing goal is to win them over

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7
Q

What are switchers?

A

They buy a variety of different brands. The marketing goal is to increase consumption and make them a loyal customer

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8
Q

What are availability switchers?

A

They will opt to buy brand B if brand A is not available (reasons could be a store doesn’t sell it or they are sold out)

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9
Q

What are value switchers?

A

If brand A is on sale or has a promotion, they will buy that

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10
Q

What are occasion switchers?

A

Buying for yourself vs buying for a party

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11
Q

What are variety switchers?

A

They are seeking different tastes or aesthetics (ex. coffee, clothing, etc)

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12
Q

What are price buyers?

A

They buy what is currently the cheapest. The marketing goal is to maintain market share and profit margin

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13
Q

What are non-users?

A

They do not buy the product at all. The marketing goal is to create awareness and establish a need

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14
Q

What are the reasons why non-users do not buy the product?

A
  1. Price wage - Cannot afford it
  2. Value - Can afford but cannot see the value
  3. Lack of need (Age, stage, wage)
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15
Q

What is sales promotion?

A

Designed to change consumer behaviour over a short period of time by providing added value or an incentive

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16
Q

What happens when you add value to a sales promotion?

A
  1. You create an immediate sale
  2. Speeds up the purchase cycle
  3. Targeted to different parties in the marketing channel
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17
Q

What is consumer sales promotion?

A

Promotions directed at the consumer

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18
Q

What is trade promotion?

A

Promotions directed at the distributors, retailers and sales force

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19
Q

Examples of consumer promotions - pull strategy

A
  • Coupons
  • Price offs
  • Bonus Packs
  • Premiums (gifts)
  • Contests/ sweepskates
  • Rebates
  • Sampling
  • Loyalty Programs
  • Event Marketing
    -Cause-related programs
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20
Q

Examples of trade promotions - push strategies

A
  • Trade allowances
  • Price-offs
  • Co-operative advertising
  • Contests
  • Spiffs
  • Training
  • Trade shows
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21
Q

What is pull strategy?

A

Consumer promotion. Manufacturers or retailers offer incentives to consumers to pull the product through the channel. Creates consumer demand

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22
Q

What is push strategy?

A

Trade promotion. Push product through the channel by aggressively selling and promoting items to the reseller (trade). Encourages trade to order and push product to the consumer

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23
Q

Why does sale promotion work?

A
  1. Produces sales
  2. Results occur quickly
  3. Promotions are measurable
  4. Easy to implement
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24
Q

When are sales promotions most effective?

A
  1. Introducing a new brand
  2. Brand improving competitively
  3. Brand with declining market share
  4. Wish to increase store distribution
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25
Q

When are sales promotions least effective?

A
  1. Established brands with no change
  2. In product categories subjective to intensive sales promotions by competition
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26
Q

What are consumer objectives?

A
  1. Obtaining trial purchase
  2. Repeat purchase
  3. Increase consumption
  4. Build brand equity
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27
Q

What are the different types of coupons?

A
  • Merchandise Distributed coupons
  • Direct mail coupons
  • Run-of-press coupons
  • Blow in
28
Q

Where are coupons distributed?

A
  • Online (brand websites, marketers sites, coupon sites)
  • Email marketing
  • Mobile
29
Q

What are the advantages of coupons?

A
  1. Gives manufacturers more control
  2. Consumers feel they are getting a deal
  3. Price reductions are only temporary
  4. Ensures discount is passed on to the consumer
30
Q

What are the disadvantages of coupons?

A
  1. Coupons used by consumers who would have purchased the product full price
  2. Can create uneven demand
  3. Excessive couponing within a product category can reduce brand loyalty
31
Q

What are bonus packs?

A

Offers the consumer an extra amount of product by providing larger containers, extra units or travel size containers

32
Q

What are the advantages of bonus packs?

A
  • Extra value without involving coupons
  • Effective against a competitor’s promotion
  • Bonus packs often receive favourable response from retailers
  • Manufacturers pre-determine quantity and cost
  • Grabs attention
  • Faster immediate sales than any other Sales promotion
33
Q

What are the disadvantages of bonus packs?

A
  • They may require additional shelf space
  • They do not provide extra profit margins to the retailer, unless the retailer is convinced they will sell more
34
Q

What are refunds and rebates?

A

An offer to return some portion of the purchase price after supplying some sort of proof of purchase (ie. pin code, bar code, receipt)

35
Q

What are the advantages of refunds and rebates?

A
  • Consumers are generally responsive
  • Effective tool for creating new users
  • Encourages brand switching
  • Perceived as immediate savings even before redemption
  • Slippage
36
Q

What is slippage?

A

Benefiting from a customer buying from a rebate, by the customer not claiming the rebate

37
Q

What are the disadvantages of refunds and rebates?

A
  • Some customers do not like the delay
  • Some rebates are inconvenient or unrealistic
  • Retailers do not want to become involved with the administration
  • Cost in processing
38
Q

What are premiums?

A

Free gifts

39
Q

What are the advantages of premiums?

A
  • Offers value to customer
  • Creates interest in brand name
  • Enhances brand’s image
40
Q

What are the disadvantages of premiums?

A
  • Cost
  • Consumers begin to expect it
  • Hard to take away the campaign
41
Q

What is sampling?

A

Effecting for introducing products. One of the most effective sales promotion tactics. Trying the product or service for no cost.

42
Q

What are the criteria for effective sampling?

A
  • Products are adequate for demonstrating product features and benefits
  • Software or service has a strong USP
  • Should always be combined with a coupon
  • Works well for new improved products, when new customers are entering a target segment (ie. mother to Pampers)
43
Q

Examples of sampling methods

A
  • Through the mail
  • In-store
  • On-package
  • Event sampling
  • Inserts in magazines and newspapers
  • Direct TV, radio
  • Requesting samples by mail, phone, online
44
Q

What are the advantages of sampling?

A
  • Excellent way to induce trial
  • Allows consumers a better opportunity to see, feel, taste, smell, experience benefits of product
45
Q

What are the disadvantages of sampling?

A
  • Heavy costs
  • Some samples are too small to adequately show benefits
46
Q

What are cause-related promotions?

A

Contributions or support of a not-for-profit with a purchase of a product or service

47
Q

What are the advantages of cause-related promotions?

A
  • 70% of consumers respond
  • More impressive than price discounts
  • Simple to organize
  • Strengthens the brand
  • Spin-off publicity
48
Q

What are the disadvantages of cause-related promotions?

A
  • Issues with the cause chosen
  • Competitive pressure
  • Logistics
49
Q

What is event marketing?

A

Integrating a variety of communications elements behind an event theme. For ourselves (ex. Sheridan open house)

50
Q

What is an event sponsorship?

A

Financial support of an event in return for advertising privileges (ex. Meowfest is sponsored by Meowbox)

51
Q

What is experiential marketing?

A

A form of event. It shapes attitudes, creates customer engagement and builds brand loyalty (ex. pop-up shop at the beach)

52
Q

IMC objective formula

A

(To) IMC Objective behaviour change -> (of the brand) by x% (among) -> The identified target -> (within) -> A specified time frame

53
Q

Who is the trade?

A
  • Part of the distribution channel
  • Distributors, dealers, wholesalers
  • Brokers, agents
  • Retailers
  • Hotel, movie theatre, spa, restaurants, etc.
54
Q

Who are the three key stakeholders?

A
  1. Decision maker (buyer) Owner, CEO
  2. Marketer
  3. Personal Seller
55
Q

What is trade promotion?

A

Incentive to retailers to do something extra to help increase product sales and place emphasis on brand

56
Q

Trade promotion objectives?

A
  • New listings - new relationships
  • Encourage early booking
  • Early shipping
  • Larger orders and/or bigger inventory
  • Good product placement
  • Product Recommendation
  • Encourage co-op advertising
  • Increase product turnover
  • Counter competitive activity
  • Introduce new or revised products
  • Increase distrubution of new package
  • Passing along a savings to customer
57
Q

What do retailers want when it comes to trade?

A
  • Increase traffic
  • In-store excitement
  • Motivated, knowledgeable sales staff
  • Increase awareness
  • Shorter buying cycle
  • Increased transaction value
  • Larger profit margin
58
Q

Trade promotion tactics: Lower cost

A
  • Buying allowance and off invoice allowance
  • Pre-determined discount on purchase
    based on quantity
  • We want them to buy more but also sell more. Not just stockpile
  • Cash rebate, refund after you buy a certain quantity
58
Q

Trade promotion tactics

A
  1. Lower cost
  2. Add value for decision maker
  3. Add value for marketer
  4. Add value for personal seller
59
Q

Trade promotion tactics: Add value for decision maker

A
  • Free goods: manufacturer offers additional “free” product with purchase of minimum quantity
  • Slotting allowances: one-time payment by manufacturer to retailer to ensure shelf space
  • Special events and trade shows
59
Q

Trade promotion tactics: Add value for marketer

A
  • Display allowance
  • Point of purchase display
  • Co-op advertising
60
Q

Trade promotion tactics: Personal seller

A
  • Training: Incentive programs/contests, spiffs, reward mystery shopper programs
61
Q

What are the advantages of trade promotion?

A
  • Quick result
  • Improve retail performance
  • Minimize retail cost and effort
  • Manufacturer control
62
Q

What are the disadvantages of trade promotion?

A
  • Legal restrictions
  • Competing retailers
  • Retailers don’t pass along savings
  • Retailers don’t support trade deal
    Stockpiling hurts future sales
63
Q

What is co-op advertising?

A

Two brands, usually the manufacturer and reatiler advertise together

64
Q

What is diverting stock?

A

Selling product that was sold as a regional contract but then sold outisde

Integrated Campaign Fundamentals (1 decks)

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