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Year 1 - Introduction to Marketing > week 25 - IMC > Flashcards

week 25 - IMC Flashcards

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1
Q

What is aristotles models of communication

A

speaker

speech
occasion

audience

effect

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2
Q

what is mass commincation

A

brands put out message to audience - that represents classical model but in real world dont have lineat isolated comm but other mkting mesages interfere w message we tryna put out

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3
Q

2 step model of communication

A

mass media

to then

  • opinion form
  • opinion leader
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4
Q

what is the difference between opinion former and opinion leader

A

former - expertise knows about digital camera

leader - influencer w/o specific expertise e.g. but still tells you which camera they prefer

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5
Q

interaction model

A

rise of individual to individual transmissinos

most accurate model
as got mass media and other sources WOM

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6
Q

the linear model of communication

A

brand idneity - what yuo as a brand try communicate
bbrand image - how consumers perice communciation

comm - there;s okots of noise from diff sources so got to decode and may not decode the rught thing 0 causing poor brand image

we want brand image and brand idenityt to be the same,

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7
Q

aida

A

attention

interst

desire

action

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8
Q

sum up aida

A

got consumer jounrey

first thing happen is you need to elan about brand - so mkting comm need to capture attention

then once attention capturee developed intererst *

once interest developed get to desire stage in which you should activley be seeking out product

action stage - conversion - purchasing /subscriving

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9
Q

what is attetntion

A

firs ttime we learn abuot the brand

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10
Q

what is interest

A

1st time sstart seriously patying attentiton

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11
Q

what is desrie

A

the decsion your gonna buy it for sale

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12
Q

what is action

A

when you buy it and make a purchase decisison

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13
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at = attention

A

just learn about it

get athelets wear shoes

billboards

social media

traditional ads work here also as we dont wanna overwhelm conusmwe- we just want it at the front of their minds

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14
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at - interest

A

provide extra info

so have ads q call to action - inspirational nike stories

navigate people towrds the website e.g. youtube and SM ads w link to check out prouct

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15
Q

what type of marketing works in interest and why

A

influencer mkting - if cosumers follow em and got a good relationship of some sort

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16
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at desire

A

as we navigated people to website we wanna give them more info

associate w opinion formers here to provide more solid info

use exclusivity w celeb brands

create artifical scarcity as can move consumer desire along as just waiitng for right moment

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17
Q

nike has sdtroped new shows and want to tell us audeince about it what do we do at action

A

user desin - make it waasy to shop

if still not bought offer discount - exclusive offer

we want to create element of time limitation and push consumer as we create FOMO

LOTS OF PROMO AND DISOCUNT

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18
Q

why is sales promo not efficentn in attention stage

A

see ad on insta and yt and know nothing about brand dont matter if it is 50% off

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19
Q

what does drip stand for

A

differentiate

reinforce

inform

persuade

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20
Q

what is differentiate

A

position a brand so it’s perceived to be different to its competitors

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21
Q

what is reinforce

A

remind /reassure customer about brandwh

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22
Q

waht is inform

A

make customers aware of brands existence , relevance or attributes

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23
Q

persuade

A

encourage customers to behave in a particualr way

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24
Q

what is drip for

A

tasks of marketing communications

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25
when woiuld we use reeinfoce
in remarketing and retargetting e.g someone went on website and checkout but didnt buy may keep seeing ads on diff social media to remind you about product/lots of diff ads about same product
26
what is inform good for
new product/offering
27
what does inform specifically target
telling you more about product
28
what is peruader centtred around
heavy salesy email ads sales primi goal isjust to persuade
29
how can we link drip to aida - attention
differentiate
30
how can we link drip to aida - interest
differentiate and reinforce potential information
31
how can we link drip to aida - desire
reinforce and reinform hopefully wont need to differntiate as did it in earlier stages
32
in the final stage customer knows enough about product , already have intetres tso hhow do we capture em
offering diff advantages
33
push mkting
promo product down mkting channel
34
give example of push mkting q
personal selling direct selling trade hosws aggressive adv interruption mkting paid media
35
what is pullmkting
promoting product to end customers
36
give example of pull marketing
consumer centric adv digitla mkting promo discoutns
37
what is ida of pullmkting
provide enough incentive consumer comes for product instead of us pushing product to consumer
38
how do viral products such as stanley cup use pullmktingn
get consumer to seek product works well v viral trend infleuncer mkting
39
make sure write info anuot when andhow comm chart -
40
AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - Where foes adv work best and worst and why
awareness/attention -best action - worst just want to tell info
41
AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - personaal sellign where does it work best and wort and why
action - best awareness/atteniton - worst if no nothing about product geels aggressive and you would find it annoying and if sales person following you but if got interest and desire and looking for dpecifi product hten slaes perosn comming after you woudlnt be annoying and personal selling would be important when we move closer to purchase we want a personalised experience which can be offered through personal selling
42
when is PR most and least effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE -
awareness atteniton - best interst - worst RR is just there to le us know things are sappin
43
when is sales promo most effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - and why
action - most effective desire - least effective onlu works in desire to action and we wanna move consumers here
44
what are hte 5 major promomtion mix elements within an IMC
advertising public relatinos sales promo Digitla marketing Direct marketing personal selling *
45
what is sales promo
Short term strong incentives to encourage purchase of product but short lived - not alwayus effective at building long term brand prefrences
46
what are the forms of sales promo 6
sales samples coupons sales pack (BOGOF) scarcity promotions contests/competititons
47
what are sales promo good for in AIDA
moving consumer from desire to action
48
what shoudl we never recomoed sales prom for
to generate loyalty or in post purchase
49
what are the 4 types of direct marekting
asles force/erpsinal selling telemarketing diret mail, catalogue subscrptions teleshopping , infomercials
50
+ve of direct mkting
- depends on specific type of marketing easy to adapt and personalise affinity easy to measure builds relationships interactino facilaitates feedback - can get it quick
51
what are the disadvantages of direct marketing
image problems - called callign cost of database maintenance large non resposne difficult to develop brands no proven effect on emotions
52
what is the personal selling process
prospecting and qualifying approach presentation and demonstration ( free trial) handling objections closing follow up
53
what is advertising media
vehicle thtrough which adv messages are delivered to their intended audiences
54
what is traditional media advertising
paid , mdeiated form of communication from identifiable source
55
traditional media adv designed to
persuade receiver to take some action, now or in the future
56
adv of traditional media adv
wide reach great for building wider recongition and awareness greater message and control provevn effects on beliefs emotions and attitudes
57
disadvantages of traditioal media adv
difficult to induce behviour imapct relatively difficult to measure tendency to be ignored expensive standardised targtting
58
when should adv be used
not to persuade butin earlier stage of consumer journey/markting funnel
59
why do trad media adv have a wide reach and greater mesage contol
big billboards and tv ads , buses conttorl - fully inc ocntol od what we wanna put in ad
60
why is it hard to induce behaviour from trad media adv
as just raises awareness
61
why is impacgtof trad media adv rlatley difficult to measure
dont got lsts of info apart form footfalling place
62
trad media adv is expensive compared to
other types of marketing communication
63
why is standardised marketing a negative for traditional media advertising
cannot target specific person can only assume but cant do personalidr targettgin
64
when recoomed tradiotnal media adv waht should you do
rrecoomend a specific media try
65
whare are the 8 media types
televsiion newspaper magazine outdorr(e..g billboards) direct marketing mail radio digital social media
66
advertsiting appeal ither
emotinnoal ratinal
67
what is an emotional appeal 3 characteristics/features
feelings based about emotions symbolic beenfit s
68
t or falswe ads are usually on a spectrurm of emotional to rational
t
69
emotinal ads may not .... just trying to ..
may not even say anything abot product , ebenfits etc - just trying to build brand connection
70
what are advertising appeals about
informatino facts functional benefits
71
info, benefits and facts usaully cover
price practiclity
72
rational ads appel to whic tyope of cosnumer
rational - asking thign susch as hwat does it cost , what am I gonna get for money
73
the type of adv depdnds in what two things
purpose and cusotomer
74
in aida when would we use emotinal as
attention interest as we jsut tryna get it to you e..g w revolut ad they intent wasnt to be like yah im gonna get that car
75
for aida model when woud we use the logicla rational
desirer action
76
how do weevaluate suitable media - 5 thigns
reach frequency impact engagement
77
for we reach we consider things such as
footfla
78
for frequency what is ths more about
IMC
79
WHAT IS HOLYWIID RULE OF 7
consumer sees thisn 7 times before take action the idea is to - see before you engage
80
banner bloindness affets both
phsycial and digital mkting
81
what is banner blindness
devleop ablity to ompeltley ignore ads , brain subconsciousl blocks it
82
what arg do we use for banner blindness
drawbcks o mkting
83
digital mkting made of - 6
content mkting influencer mkting social media mkting email mkting search engine mkting mobile mkting
84
when we talking aobt control of the media what 3 things are we tlam bout
paid owned earned
85
give exmaple of paid
print tv raio magazines cinema
86
what is paid
got full control over media as we hav epaid for it
87
fair enough we got full contol in paid but the contorl can be limtied why is this
if we useing sponsorship or influencer marketing then retain some control we tel me what we wanna see but they may bring something differentwha
88
give example of owned media
retail stores copany wesbitte mobile apps companies social media
89
what is owend media
got full control completley dont pay for them we own them
90
w owed media why do you have full contorl
as we can delete change and add things on our social media
91
what is earned media
word of mouth comments bligs/forums reccomendatins
92
what is earned media
0 control , but 0 sponsored interst independent - e..g someone came across product and liek it enough to put ino if any simulation on brand side ont earned
93
developing the optimal IMC program requirese
choosing best set of communication options and strategically managing the relationships between the chosen options
94
when recommeding markeitng comm what shoudl we recomend
IMC
95
What is the poitn of IMC
instead of having lots of diff types of adv and comm - makes sure all consistent w the same messagin and we can nnavigate consumer through this one way or another

Year 1 - Introduction to Marketing (15 decks)

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