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Study sets matching "integrated marketing communications"

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Study sets matching "integrated marketing communications"

34 terms
Marketing: Integrated Marketing Communications
advertising... personal selling... public re…
advertising
personal selling
sales promotion
What is the promotion mix (ie sales promotion) (APPS)
Promotion Mix:... _____________________ is a paid, non-personal…
Promotion Mix:... __________ ___________ is a paid, personal com…
Promotion Mix:... ___________________ ____________________ is an…
advertising... personal selling... public re…
What is the promotion mix (ie sales promotion) (APPS)
advertising
Promotion Mix:... _____________________ is a paid, non-personal…
26 terms
Marketing: Integrated Marketing Communications
Promotion
Integrated Marketing Communications (I…
Purpose of Promotion
Differential Advantage
Advertising... Sales promotion... Publicity... Personal selling... Direct…
Integration of all promotion tactics; consistent message acro…
1) Inform prospective buyers... 2) Persuade them to try... 3) Remin…
*check textbook
Promotion
Advertising... Sales promotion... Publicity... Personal selling... Direct…
Integrated Marketing Communications (I…
Integration of all promotion tactics; consistent message acro…
35 terms
Integrated Marketing- Lecture- CH1- "Integrated Marketing Communications (IMC)"
IMC Objectives and Challenges... OBJECTI…
Side PanelExpand side panel... Breadcrumb…
IMC Mix
The IMC Mix: Advertising... Purchased me…
...
...
...
IMC Objectives and Challenges... OBJECTI…
...
Side PanelExpand side panel... Breadcrumb…
...
12 terms
Marketing: Integrated Marketing Communication
Integrated Marketing Communication:
The IMC Mix:
Advertising:
Direct Marketing:
A cross-functional process for establishing and strengthening…
1. Advertising... 2. Direct marketing... 3. Sales promotion... 4. Publ…
Large Potentail Audience / Inaccurate Measurement
Immediate Response / High Cost
Integrated Marketing Communication:
A cross-functional process for establishing and strengthening…
The IMC Mix:
1. Advertising... 2. Direct marketing... 3. Sales promotion... 4. Publ…
32 terms
Integrated Marketing Communications
The Promotional Mix definition
4 elements of Promotional Mix
Promotional Strategy definition
5 qualities of Competitive Advantage
combination of promotional tools used to reach the target mar…
Advertising... Public Relations... Personal Selling ... Sales Promotio…
a plan for the optimal use of the elements of promotion
High Product Quality,... Rapid Delivery,... Low Prices,... Excellent S…
The Promotional Mix definition
combination of promotional tools used to reach the target mar…
4 elements of Promotional Mix
Advertising... Public Relations... Personal Selling ... Sales Promotio…
56 terms
Marketing for integrated marketing communications
6 P's
Positioning
Target Market
What do brands do?
Product, Price, Place, Promotion, People, Planning
how a company wants their product to be perceived to differen…
who you are aiming at as a market; who is interested and who…
Identifying and differentiating from competitors
6 P's
Product, Price, Place, Promotion, People, Planning
Positioning
how a company wants their product to be perceived to differen…
18 terms
Ch. 17 Integrated Marketing Communications
deception
revert
revitalize
sustain
A trick; an attempt to make someone believe something that is…
to return to a former condition
to bring something back after it declined in condition or pop…
supply with necessities and support
deception
A trick; an attempt to make someone believe something that is…
revert
to return to a former condition
19 terms
IMC - Integrated Marketing Communications
Outbound Marketing
IMC- Integrated Marketing Communications
Inbound Marketing
Communication Tools (6) also called Pr…
traditional marketing approach where marketers seek out consu…
concept of designing a marketing communications program that…
is when interested consumers find the product and its messagi…
1) Advertising... 2) Public Relations ... 3) Sales Promotion ... 4) Di…
Outbound Marketing
traditional marketing approach where marketers seek out consu…
IMC- Integrated Marketing Communications
concept of designing a marketing communications program that…
10 terms
Integrated Marketing Communications
The Promotion Mix
Marketing Communication
Integrated Marketing Communications
Communications Process Model
- Advertising... - Public Relations... - Sales Promotions... - Persona…
Marketing communications is the term now used most frequently…
Coordinating all communications to assure the consistency of…
1) Source (Company)... 2) Encoding - Message... 3) Message Channel…
The Promotion Mix
- Advertising... - Public Relations... - Sales Promotions... - Persona…
Marketing Communication
Marketing communications is the term now used most frequently…
17 terms
Integrated marketing communications II
A new world...
Why do we need a new model?
The new model of public relations is b…
Corporate character:
The CCO's role now includes not only the way that an organiza…
Increased transparency... Increased consumer power... New technol…
The definition and activation of corporate character... The bui…
integration of the organization's reputation and culture... An o…
A new world...
The CCO's role now includes not only the way that an organiza…
Why do we need a new model?
Increased transparency... Increased consumer power... New technol…
21 terms
Integrated Marketing Communications (IMC)
Marketing communications model has shi…
Integrated Marketing Communications (I…
AIDA model
Awareness
less broadcasting and more narrow casting
the company carefully integrates and coordinates its many com…
Awareness ... Interest... Desire... Action
-senders first must gain the attention of the consumer... -multi…
Marketing communications model has shi…
less broadcasting and more narrow casting
Integrated Marketing Communications (I…
the company carefully integrates and coordinates its many com…
27 terms
Final-Integrated Marketing Communications
segmented marketing is increasing in p…
IMC allows companies to
how consumers perceive communication
AIDA model
-improvements in information technology... -fragmented mass mark…
carefully integrate and coordinate its many communication cha…
-receivers decode messages differently... -senders adjust messag…
-awareness... -interest... -desire... -action
segmented marketing is increasing in p…
-improvements in information technology... -fragmented mass mark…
IMC allows companies to
carefully integrate and coordinate its many communication cha…
25 terms
Integrated Marketing Communications
Integrated Marketing Communications
Promotion
Marketing communication goals (5)
Traditional Promotion Mix elements (4)
AKA Promotion, the 4th P
The coordination of marketing communication efforts to influe…
Inform... Remind... Persuade... Influence... Build Relationships and mean…
Advertising... Sales Promotion... Personal Selling... Publicity
Integrated Marketing Communications
AKA Promotion, the 4th P
Promotion
The coordination of marketing communication efforts to influe…
32 terms
Integrated Marketing Communications (14)
Advertising
Personal selling
Public relations
Sales promotion
Any paid form of non personal communication about an organisa…
Two-way flow of communication between a buyer and a seller, o…
Form of communication management that seeks to influence the…
A short-term offer designed to arouse interest in buying a go…
Advertising
Any paid form of non personal communication about an organisa…
Personal selling
Two-way flow of communication between a buyer and a seller, o…
25 terms
Integrated Marketing Communications
Integrated Marketing Communications (I…
The IMC Perspective Emphasizes:
Integrated Marketing Communications In…
promotional mix
Emphasizes the strategic blending of many diverse elements to…
Use and coordination of all promotional tools available to su…
Consumer sales promotion... Trade promotions... Public relations... Pe…
communicate the value proposition
Integrated Marketing Communications (I…
Emphasizes the strategic blending of many diverse elements to…
The IMC Perspective Emphasizes:
Use and coordination of all promotional tools available to su…
51 terms
Integrated Marketing Communications
Promotion
Objectives of Promotion
Primary Demand
Selective Demand
Communication link between buyers & sellers. The function of…
1. Provide Information... 2. Increase demand for your products... 3…
Demand for the product category (intro phase of PLC), where p…
Focuses on brand demand (Maturity stage of PLC)
Promotion
Communication link between buyers & sellers. The function of…
Objectives of Promotion
1. Provide Information... 2. Increase demand for your products... 3…
37 terms
Integrated Marketing Communication
Goals of Strategic Communication
Promotion Mix
Elements of Promotion Mix
Advertising
BUILD Positive Perception... BUILD channel relationships... CREATE…
Non-personal and personal communication an organization puts…
SAPP'D ... Sales Promotion... Advertising... Public Relations... Personal…
Paid form of non-personal communication... About an org., it's p…
Goals of Strategic Communication
BUILD Positive Perception... BUILD channel relationships... CREATE…
Promotion Mix
Non-personal and personal communication an organization puts…
48 terms
Promotion: Integrated Marketing Communications
Promotion
Marketing Communications
Integrated Marketing Communications (I…
Importance of Teamwork
Function of informing, persuading, and influencing the consum…
Messages that deal with buyer-seller relationships
-Coordination of all promotional activities to produce a unif…
-Successful implementation of IMC requires everyone involved…
Promotion
Function of informing, persuading, and influencing the consum…
Marketing Communications
Messages that deal with buyer-seller relationships
34 terms
Integrated Marketing Communications
Integrated Marketing Communications
Communication
Source
Receiver
The coordination of promotional efforts to ensure maximum inf…
A sharing of meaning; the transmission of information.
A person, group, or organization with a meaning it attempts t…
The individual, group, or organization that decodes a coded m…
Integrated Marketing Communications
The coordination of promotional efforts to ensure maximum inf…
Communication
A sharing of meaning; the transmission of information.
Retailing & Integrated Marketing Communications
Retail establishments can be classifie…
Why Non-store retailing is on the rise
Retailers hate
SSTSST Logistical/Wholesaler's Function
Ownership, level of service, product assortment, and price
enables customers to shop without visiting a physical store l…
overstock and understock
Selling, Sorting, Transportation, Scheduling, Storing, Traffi…
Retail establishments can be classifie…
Ownership, level of service, product assortment, and price
Why Non-store retailing is on the rise
enables customers to shop without visiting a physical store l…
14 terms
18 Integrated Marketing Communications
Communications Process
Feedback Loop
AIDA: Think Feel Do
Awareness/Attention
1. Sender (Firm)... 2. Trasmitter Encodes message... 3. Communicati…
Allows for the Consumer to tell if message was transmitted cl…
1. Awareness/Attention... 2. Interest... 3. Desire... 4. Action
Multichannel approach increases likelihood
Communications Process
1. Sender (Firm)... 2. Trasmitter Encodes message... 3. Communicati…
Feedback Loop
Allows for the Consumer to tell if message was transmitted cl…
14 terms
Integrated Marketing Communications
Promotion
Integrated Marketing Communications
Advertising
Personal Selling
A means of communication between buyer and seller. It can be…
The coordination of promotion efforts for maximum information…
+ efficient means to reach large numbers of people... - high costs
+ immediate feedback... + Very persuasive... - expensive... - message…
Promotion
A means of communication between buyer and seller. It can be…
Integrated Marketing Communications
The coordination of promotion efforts for maximum information…
16 terms
Integrated Marketing Communications
Promotion
Marketing communication goals
Advertising
Sales promotions
The coordination of marketing communication efforts to influe…
- Inform ... - remind ... - persuade ... - influence... - build relations…
Paid for, nonpersonal communication in which the sponsor is i…
Short term deals and incentives that ad value to the basic of…
Promotion
The coordination of marketing communication efforts to influe…
Marketing communication goals
- Inform ... - remind ... - persuade ... - influence... - build relations…
32 terms
Integrated Marketing Communications
advertising
AIDA model
aided recall
blog (Weblog)
A paid form of communication from an identifiable source, del…
A common model of the series of mental stages through which c…
Occurs when consumers recognize a name (e.g., of a brand) tha…
A Web page that contains periodic posts; corporate blogs are…
advertising
A paid form of communication from an identifiable source, del…
AIDA model
A common model of the series of mental stages through which c…
20 terms
Integrated Marketing Communications
categories of communication
points of competitive advantage
integrated marketing communication
IMC popularity growth due to
-interpersonal communication... -mass communication
-high product quality... -rapid delivery... -low price... -excellent s…
coordination of all promotional messages to assure the consis…
-thousands of media choices... -fragmentation of the mass market…
categories of communication
-interpersonal communication... -mass communication
points of competitive advantage
-high product quality... -rapid delivery... -low price... -excellent s…
26 terms
Integrated Marketing Communication
Brand
Elements of successful branding
Key messages
Brand vocabulary
The most valuable asset an organization has in the marketplac…
-Clear focus... -Truthfulness... -Show value for customer... -Brand pl…
Short summations about an organization, or a product, or a se…
Words and phrases you want associated with our brand; should…
Brand
The most valuable asset an organization has in the marketplac…
Elements of successful branding
-Clear focus... -Truthfulness... -Show value for customer... -Brand pl…
20 terms
(10) Integrated Marketing Communications
Which of the following statements abou…
Why is promotion based on creativity a…
To be successful, firms must move pote…
In terms of the AIDA model, mass commu…
The role of mass television advertising is growing more impor…
Because the majority of promotional efforts do not create res…
Desire
Stimulating awareness of and interest in a product
Which of the following statements abou…
The role of mass television advertising is growing more impor…
Why is promotion based on creativity a…
Because the majority of promotional efforts do not create res…
20 terms
Integrated Marketing Communications: Chapter 3
IMC Players
Advantages of The Centralized System (…
Disadvantages of The Centralized Syste…
The Decentralized System: Brand Manage…
- Adveritser or Client... - Advertising Agency... - Media Organizat…
- All marcom from central locations... - Continuity of Staff
- Less goal involvement of advertising group in brand strateg…
This focuses on brand management to coordinate all marketing…
IMC Players
- Adveritser or Client... - Advertising Agency... - Media Organizat…
Advantages of The Centralized System (…
- All marcom from central locations... - Continuity of Staff
19 terms
Integrated Marketing Communication
Corporate PR Practitioners
A brand is
Reasons companies brand
Successful Branding Elements
Involved in helping shape corporate strategy and lead the pro…
-the most valuable asset to an organization... -an image publics…
-elevate meaning/relevance w/ customers... -make it easier for s…
-clear focus... -truthfulness... -show value for the customer... -bran…
Corporate PR Practitioners
Involved in helping shape corporate strategy and lead the pro…
A brand is
-the most valuable asset to an organization... -an image publics…
14 terms
Chapter 16: Integrated Marketing Communications
Marketers Promotional Mix (4)
Advertising
Public Relations
Sales Promotion
- Advertising... - Public Relations... - Sales Promotion... - Personal…
reach the masses
maintain image and educate consumers
stimulate purchase
Marketers Promotional Mix (4)
- Advertising... - Public Relations... - Sales Promotion... - Personal…
Advertising
reach the masses
23 terms
Integrated Marketing Communications
Promotion
The Goals of promotion
Promotion is also known as
The traditional elements of promotion…
the coordination of marketing communication efforts to influe…
Inform ... Remind ... Persuade ... Influence... Build relationships
Integrated Marketing Communications
Advertising... Sales Promotions... Personal Selling... Publicity
Promotion
the coordination of marketing communication efforts to influe…
The Goals of promotion
Inform ... Remind ... Persuade ... Influence... Build relationships
28 terms
Integrated Marketing Communications
5 M's of Marketing Communication
IMC Mix - What it is and why it is imp…
Reasons for IMC
Elements of the IMC Mix
- Mission ... - Money... - Media ... - Message ... - Measurement
- An attempt to coordinate the various events of the marketin…
- Advances in information technology... - Changes in channel pow…
- Advertising... - Direct response... - Public relations... - Sales pr…
5 M's of Marketing Communication
- Mission ... - Money... - Media ... - Message ... - Measurement
IMC Mix - What it is and why it is imp…
- An attempt to coordinate the various events of the marketin…
94 terms
Integrated Marketing Communications
communication
senders
encoder
transmission device
transmitting, receiving, & processing information
person(s) attempting to deliver a message/idea
verbal and nonverbal cues that the sender is trying to reach
items used to carry messages from the sender to the receiver
communication
transmitting, receiving, & processing information
senders
person(s) attempting to deliver a message/idea
41 terms
Marketing Final-Integrated Marketing Communications
Categories of Communication
Communication role as sender
Communication role as receiver
The communication process
Interpersonal communication and mass communication
Inform, persuade, remind, connect... (Marketing&advertising mana…
Develop and adapt messages... Spot new communication opportuniti…
Sender>encoding the message>message channel>decoding the mess…
Categories of Communication
Interpersonal communication and mass communication
Communication role as sender
Inform, persuade, remind, connect... (Marketing&advertising mana…
15 terms
Integrated Marketing Communications
Promotion
marketing communications
integrated marketing communications
The communications process
informing, persuading, and influencing a consumer's purchase…
messages that deal with buyer-seller relationships
coordination of all promotional activities to produce a unifi…
encoding, decoding, feedback. noise occurs throughout to disr…
Promotion
informing, persuading, and influencing a consumer's purchase…
marketing communications
messages that deal with buyer-seller relationships
14 terms
Integrated marketing communications
The promotional elements
Integrated marketing communications -…
the target audience
The product life cycle
Advertising... - Any paid form of non-personal communication... Pe…
The target audience... The product life cycle... Product characteri…
...
...
The promotional elements
Advertising... - Any paid form of non-personal communication... Pe…
Integrated marketing communications -…
The target audience... The product life cycle... Product characteri…
12 terms
Integrated Marketing Communications
Integrated Marketing Communications
IMC Components:
Role in Branding
The promotional Mix
the integration of communication channels to delver a clear,…
1. coherence: different communications logically connected.... 2…
* helps develop and sustain brand identity and equity... * reco…
Advertising... Direct Marketing... Digital/internet marketing... sales…
Integrated Marketing Communications
the integration of communication channels to delver a clear,…
IMC Components:
1. coherence: different communications logically connected.... 2…
14 terms
Integrated Marketing Communications
Channel capacity
Promotion
Primary demand
pioneer promotion
Limit on the volume of information a communication channel ca…
Communication to build and maintain favorable relationships b…
Demand for a product category rather than for a specific bran…
Informs consumers about a new product.
Channel capacity
Limit on the volume of information a communication channel ca…
Promotion
Communication to build and maintain favorable relationships b…
32 terms
Integrated marketing communications strategy
promotion mix
advertising
sales promotion
personal selling
specific blend of promotion tools that the company uses to pe…
any paid form of nonperonal presentation and promotion of ide…
short term incentives to encourage the purchase or sale of a…
personal presentation by the firms sales force for the purpos…
promotion mix
specific blend of promotion tools that the company uses to pe…
advertising
any paid form of nonperonal presentation and promotion of ide…
17 terms
Integrated Marketing Communications
Understand basic types of social media
Recognize and understand 3 components…
Explain the 4 steps in the AIDA model
Describe the various integrative commu…
refers to the content distributed through online and mobile t…
Listen - listen to customers on social networks, blogs, revie…
AWARENESS: a potential customers ability to recognize or reca…
Advertising (passive offline): entails the placement of annou…
Understand basic types of social media
refers to the content distributed through online and mobile t…
Recognize and understand 3 components…
Listen - listen to customers on social networks, blogs, revie…
integrated marketing communications
a firm must develop a ******to demonst…
brand awareness
consumer responds "Harley" when asked…
top of mind awareness
communiation strategy
strength of the link between the brand name and the type of m…
top of mind awareness
highest level of awareness... -customer mention specific brand n…
a firm must develop a ******to demonst…
communiation strategy
brand awareness
strength of the link between the brand name and the type of m…
35 terms
Integrated Marketing Communication
IMC
Divergence
Relevance
The Creative Brief
Coordinating the various promotional elements and other marke…
Refers to the extent to which an ad contains elements that ar…
Reflects the degree to which the various elements of the ad a…
Specifies the basic elements of the creative strategy
IMC
Coordinating the various promotional elements and other marke…
Divergence
Refers to the extent to which an ad contains elements that ar…
20 terms
Integrated Marketing Communication
Advertising
Promotion
Promotional Mix
Priority Rules
broadcast, print, online
PR, direct marketing, sales promotion, personal selling, bran…
Advertising and Promotion = IMC: they create a focused effort
Corporate, Marketing, Communication.
Advertising
broadcast, print, online
Promotion
PR, direct marketing, sales promotion, personal selling, bran…
141 terms
Integrated Marketing Communications (Cat)
What Is Marketing?
Value
How to match products with wants/needs
What is Marketing Communications
(Cats) Marketing creates, communicates and delivers value... (B…
matching products with needs and wants
Research a way to match them... ask people with a survey... look at…
Marcom= any communication from the company to the consumer
What Is Marketing?
(Cats) Marketing creates, communicates and delivers value... (B…
Value
matching products with needs and wants
22 terms
INTEGRATED MARKETING COMMUNICATION
IMC: MOVIES
IMC:
DIFFERENT HOW?
IMC ON THE RISE, AD IN DECLINE
Mixes ad, pr and marketing... IMC and Movies: movies as brands... E…
Traditional Ad-pay for placement, control of content and timi…
Includes more publicity based on tactics, more customer focus…
PR: traditional, build, maintain and monitors.... Uncontrolled M…
IMC: MOVIES
Mixes ad, pr and marketing... IMC and Movies: movies as brands... E…
IMC:
Traditional Ad-pay for placement, control of content and timi…
62 terms
Marketing: IMC (Integrated Marketing Communications)
Integrated marketing communication
Coding process (Encoding)
Promotion
Promotion's goal is...
Coordination of promotion and other marketing efforts to ensu…
Converting meaning into a series of signs or symbols
Communication that builds and maintains favorable relationshi…
To stimulate product demand and build customer relationships
Integrated marketing communication
Coordination of promotion and other marketing efforts to ensu…
Coding process (Encoding)
Converting meaning into a series of signs or symbols
68 terms
Integrated Marketing Communications
5 steps in how communications takes pl…
What is IMC?
What are some examples of IMC?
Marketing Mix
Sender (Verbal and nonverbal)-Encoding-Transmission Device-De…
Coordination and integration of all marketing communication t…
Advertising, Digital Marketing, Social Media, Alternative Mar…
price, product, distribution and promotions
5 steps in how communications takes pl…
Sender (Verbal and nonverbal)-Encoding-Transmission Device-De…
What is IMC?
Coordination and integration of all marketing communication t…
25 terms
Integrated Marketing Communications: Chapter 1
Marketing Mix
Marketing Communication Tools
Integrated Marketing Communications
5 Key Features of IMC
Traditional Parts:... 1. Promotion (synonymous with MarCom or IM…
Traditional Parts:... - Personal Selling... - Advertisement... - Spons…
- A marketing communications planning concept that recognizes…
1. Start with the customer or prospect (We advertise where th…
Marketing Mix
Traditional Parts:... 1. Promotion (synonymous with MarCom or IM…
Marketing Communication Tools
Traditional Parts:... - Personal Selling... - Advertisement... - Spons…
38 terms
Marketing strategies and integrated communications
advertising
advertising campaign
Affordable method
Allowances
Nonpersonal promotional communication about goods, services,…
A collection of coordinated advertisements that share a singl…
A promotion mix budgeting strategy in which firms set their p…
Trade promotions that typically involve paying retailers for…
advertising
Nonpersonal promotional communication about goods, services,…
advertising campaign
A collection of coordinated advertisements that share a singl…
103 terms
Integrated Marketing Communications Final
Creativity
Can we flex our creative muscles?
Creative Brief
How does working with creative make ef…
Translates message into something interesting, attention-gett…
Fear hinders creativity, experiment and try different things,…
Turns an objective into a strategy ... Problem... Target Market... Br…
Gets attention, stir emotions, inform/teach, persuade, associ…
Creativity
Translates message into something interesting, attention-gett…
Can we flex our creative muscles?
Fear hinders creativity, experiment and try different things,…
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