IMC 204 midterm
Terms in this set (90)
A brands marketing plan of action and includes product, price, promotion, and place. (also known as 4 P's)
Promotional and Media Mix
Public relations, Advertising, Sales promotion, Direct Marketing, Internet and viral marketing, guerilla marketing, personal selling.
speaks to or with a single individual about his known problems or special interests
Return on investment
How the ROI is determined
how much money was spent on advertising versus how much was made
is the best indicator of what worked, what should be used again, where additional attention needs to be directed or backed off on temporarily, and what needs to be changed in order to accomplish the overall objectives.
Sales promotion uses
incentices or motivators such as coupons, rebates, samples, contests and so on
is compromised of closed-ended or controlled surveys, where participants must choose their answers from a preselected set of responses. (Formal survey)
employs the use of open-ended questions that can be distributed through interviews, convenience polling, and focus groups. (Informal survey)
The foundation for the development of the marketing plan is
What is a Marketing Plan
A client's business plan. Plan outlines a company's strengths and weaknesses as well as the opportunities and threats affecting the product or service. Determined marketing objective, profiles the marketing strategy, and looks at budget issues and evaluation tactics.
a company's or product's reputation in the marketplace.
target becomes aware of the brand's existence then creates a favorable opinion.
the place that a product occupies in a consumer's mind relative to other products.
blueprint for creating an effective ad or campaign.
A feature is a
Key consumer benefit
the one feature/benefit combination that either is unique to your client's product or can be positioned as big or important.
Who are the creatives?
Creative Director (boss) , Art Director (visual idea person), and Copywriter (verbal idea person)
An idea that imaginatively solves the client's advertising problems
has feet or delicate appendages that protrude from the edges of the letters
has no appendages
Big Type Layout Style
used when the headline is the focal point of the ad bc the product or service can boost the customers benefit.
Circus Layout Style
uses a little bit of everything
Copy Heavy Layout Style
Focus on body copy...large headline, not focused on visual, a lot of small print
Frame Layout Style
borders the ad...most seen in newspapers... important to isolate the ad from surrounding text.
Mondrian Layout Style
uses geometric shapes.
Multipanel Layout Style
uses pictures with captions to tell a story or feature multiple products in boxes of equal size.
Picture Window Layout Style
large photo often with headline.
Rebus Layout Style
Using visuals often to represent words.
Silhouette Layout Style
relies on grouping visual elements within an ad so they are the dominant element.
A type design should have ___ typefaces per design.
• Set smaller copy blocks such as body or descriptive copy in a ______ face for ease of reading
_____ are not considered a typeface
Typefaces should now have _______ or ________.
Widows or Orphans
a single word or short ling that appears at the top of a new column of copy.
a short line that appears at the bottom of a page, or a word on a line by itself at the end of a paragraph.
Type Faux Pas
- Decorative faces
sheer idea, brainstorming
Doodles... small, proportionate drawings, ranging in size from 2 x 3 ½ inches up to 3x5 in, that are used to pace concept ideas down on paper
Roughs (aka layouts)
chosen from your best thumbnail ideas.
created from final roughs on the computer using all elements
The left brainer focuses more on the
The right brainer focuses more on the
used as a teaser or attention getter and appears above the headline.
appears below the headline and and explains more in detail what the headline is saying.
continues the key benefit's story by educating the target on the facts, features and benefits...
Copy length is affected by (3)
The product or service
The target audience
Emotional tones of voice
Fear, humor, fantasy
Rational tones of voice
Authority, Factual message or straight-sell, Talking head,
Generally represents a current strategy or concept
represents a company's philosophy or a product's image and usually placed above or below the logo
the symbol- and ultimately the image- of a company of product and should be prominently displayed on any creative piece
the one thing or product feature/benefit that will be stressed in an IMC campaign
the small copy placed near the logo or the bottom of the ad to inform the target about locations, phone number, web url, store hours
IMC campaign focuses on
focuses on long-term results that build brand image and brand equity, and works toward building a loyal consumer.
An IMC campaign talks to an individual via a ________ dialogue.
IMC Campaign definition
campaign that uses diverse media to deliver a strategic, cohesive, centralized collection of planned messages that focus on a single idea or concept.
To determine the key benefit, you should know the _______, ______, and the _______.
product, target, competition.
The key benefit is the targets _______ to buy.
The million dollar question about the key benefit is_____.
What's in it for me?
The _______/______ message is the common thread that will bind all the communication efforts together.
happens when all messages to the target speak with one tone of voice and project a common image, giving the message more impact than any single message could by itself.
use a diverse promotional mix and can be seen or heard across the country. usually used by corporate giants.
goal is to make your client's service stand out from the competition as the one everyone wants.
company tooting it's own horn and lets the target know what they've been up to.
can promote individual products, but most of the time promotes a store or business.
Every campaign is driven by a key benefit in the form of either a _____ or ______.
big idea or unique selling proposition (USP)
It is key that any campaign include _________, _________, and _________.
cohesiveness, consistency, and repetition.
Headlines are most often used to announce the ____ ________.
The slogan or tagline should always appear either ___ or ___ the logo.
above or below
The 3 basic types of spokespersons for a campaign are
celebrities, specialists and CEOs, and the common man
_______ supported by a celebrity are the most common benefactors of an unpaid onscreen spokesperson.
Celebrity endorsements are becoming less common because
they are becoming less believable and they also limit the length of a time a campaign can run.
the use of any non-traditional clean, printable surface to deliver a message.
When IMC uses public relations to promote a brand, it's known as
___ uses nonpaid media vehicles abut a product, service, or corporation
____ ________ contain the latest news and information about a product or service in the form of a finished news article.
an outline of a news release. Who what when where why how
sent to the media to entice coverage... briefly lists the specifics about an event, as well as info about interviews, news conferences, or photo opportunities
sent to a specific editor to entice media coverage
Folder of info most often used to promote special events or announce new product launches
informal way to reach target... used to educate, entertain, and inform... most commonly distributed to employees, stakeholders, volunteers, and supporters.
informational documents the public wants to read.
In a ______, multiple subheads will help to move the reader from one important point to another.
data that is gathered through original research from a variety of sources, such as surveys, interviews, focus groups, observations, or experiments.
Closed Ended Question
question with an answer that is predetermined.. ex: agree, strongly disagree...
Open Ended Question
question that the answer is the person's full opinion
elements of an ad that can be spoken and have a tone of voice
elements of an ad that you can see and feel