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…
...
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…
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…
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…
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…
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…
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…
Integrated Marketing Communication Criteria
Coverage
Contribution
Commonality
Complementary
Proportion of target audience is reached bu each communicatio…
Enhance depth and breadth of awareness AND... Improving strength…
Consistency between communication mediums
The extent to which associations and linkages are emphasised…
Coverage
Proportion of target audience is reached bu each communicatio…
Contribution
Enhance depth and breadth of awareness AND... Improving strength…
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…
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
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…
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…
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.
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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
Chapter 17: Integrated Marketing Communications
Integrated Marketing Communications
Promotion
Promotion mix
Advertising
Coordination of promotion and other marketing efforts for max…
Communication to build and maintain favorable relationships b…
A combination of promotional methods used to promote a specif…
A paid nonpersonal communication about an organization and it…
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for max…
Promotion
Communication to build and maintain favorable relationships b…
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
91 terms
CHAPTER 14: Integrated Marketing Communications
Integrated Marketing Communications (I…
IMC programs
three components in any IMC strategy
components of the communication process
promotion... - encompasses a variety of communication discipline…
regard each of the firm's marketing communications elements a…
- the consumer or target market... - the channels or vehicles th…
- the sender... - the transmitter... - encoding... - the communication…
Integrated Marketing Communications (I…
promotion... - encompasses a variety of communication discipline…
IMC programs
regard each of the firm's marketing communications elements a…
26 terms
Chapter 15 - Integrated Marketing Communications
Promotion
Communication Process
Communication Cont'd
Integrated Marketing Communications... Promotion - communicate…
Source - where the information comes from ... Ex: company or per…
Message-source has information to convey, perhaps very comple…
Promotion
Integrated Marketing Communications... Promotion - communicate…
Communication Process
Source - where the information comes from ... Ex: company or per…
32 terms
Chapter 17: Integrated Marketing Communications
Integrated Marketing Communications
Se
Transmitter
Encoding
Careful coordination of all promotional message to assure the…
The firm form which an IMC message originates; the sender mus…
An agent or intermediary with which the sender works to devel…
the process of converting the sender's ideas into a message,…
Integrated Marketing Communications
Careful coordination of all promotional message to assure the…
Se
The firm form which an IMC message originates; the sender mus…
Integrated Marketing Communication
Communication
Breakdown of communication
Corporate communication
Corporate comm. vs. marketing comm.
A process of conveying information through the exchange of id…
55% facial expressions and body language... 37% tone of voice... 8%…
A management function that offers a framework for the effecti…
-Corporate aim vs. marketing aim: building company reputation…
Communication
A process of conveying information through the exchange of id…
Breakdown of communication
55% facial expressions and body language... 37% tone of voice... 8%…
35 terms
Chapter 18: Integrated Marketing Communications
Integrated Marketing Communications (I…
sender
The Communication Process
Transmitter
represents the promotion P of the 4 P's. encompasses a variet…
where the message comes from
1. Sender (firm)... 2. Transmitter encodes message ... 3. Communica…
information formed and transformed from a agency
Integrated Marketing Communications (I…
represents the promotion P of the 4 P's. encompasses a variet…
sender
where the message comes from
26 terms
Integrated Marketing communications and direct marketing
Field of experience
Response
Integrated Marketing Communications (I…
The Communication process:
mutually shared understanding and knowledge that a sender and…
in the feedback; is the impact the message had on the receive…
the concept of designing marketing communications programs th…
Promotional mix:... - inform prospective buyers... - persuade them…
Field of experience
mutually shared understanding and knowledge that a sender and…
Response
in the feedback; is the impact the message had on the receive…
13 terms
Integrated Marketing Communications
Pre Purchase Stage of the Buying Decis…
Purchase Stage of the Buying Decision
Post Purchase Stage of the Buying Deci…
Channel Strategy - Push Strategy
advertising and promotion key
personal selling and promotion important
personal selling key to reduce cognitive dissonance
-directing the promotional mix to channel members to gain the…
Pre Purchase Stage of the Buying Decis…
advertising and promotion key
Purchase Stage of the Buying Decision
personal selling and promotion important
8 terms
Integrated Marketing Communications (Promotion)
IMC - Promotion
Promotion Mix
AIDA Model
Advertising, Public Relations
Integrated - communicates value in a clear and consistent way
Advertising ... Public Relations... Personal Selling... Sales Promotion
Attention... Interest... Desire... Action
GREAT for capturing Attention and Interest
IMC - Promotion
Integrated - communicates value in a clear and consistent way
Promotion Mix
Advertising ... Public Relations... Personal Selling... Sales Promotion
41 terms
Integrated Marketing Communication (Promotion)
Marketing Communication (promotion)
Promotion Mix
Function of IMC
The Communication Process
Is a strategic process that marketers use to plan, develop, e…
Combinations of methods used to promote a product or idea... Se…
To inform consumers about new products (primary demand)- grow…
Know diagram
Marketing Communication (promotion)
Is a strategic process that marketers use to plan, develop, e…
Promotion Mix
Combinations of methods used to promote a product or idea... Se…
26 terms
Integrated Marketing and Communications
Promotional Mix
Integrated Marketing Communications (I…
Communication
Source
is the combination of one or more communication tools used to…
is the concept of designing marketing communications programs…
the process of conveying a message to others and that require…
is a company or person who has information to convey during t…
Promotional Mix
is the combination of one or more communication tools used to…
Integrated Marketing Communications (I…
is the concept of designing marketing communications programs…
18 terms
Integrated Marketing Communications Terms
Marketing Communication
Integrated Marketing Communication
Branding
Brand
An umbrella term that refers to all forms of communication ab…
The type of advertising that focuses on the development of a…
The practice that transforms a product into a distinctive bra…
A name, term, design, symbol, or other feature that distingui…
Marketing Communication
An umbrella term that refers to all forms of communication ab…
Integrated Marketing Communication
The type of advertising that focuses on the development of a…
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…
26 terms
Integrated Marketing Communications
Integrated Marketing Communications
Communication process
Sender
Transmitter
Encompasses advertising, personal selling, public relations,…
The sender, the transmitter, communication chanel, receiver
Who the message originates from, must be clearly identified t…
Creative agency who develop the communications to highlight t…
Integrated Marketing Communications
Encompasses advertising, personal selling, public relations,…
Communication process
The sender, the transmitter, communication chanel, receiver
11 terms
Integrated marketing communications
IMC
personal selling... direct marketing... adve…
push strategy
pull strategy
concept under which a company intergrates and coordinates its…
IMC consists of
using promotional tools to force the product through the dist…
using promotional tools to force through the distribution cha…
IMC
concept under which a company intergrates and coordinates its…
personal selling... direct marketing... adve…
IMC consists of
(8) Integrated Marketing Communications
How communication works
sender
encoding
message
Sender,... encoding, ... message,... media,... decoding,... receiver,... respon…
the party sending the message to another party
the process of putting a thought into symbolic form
the set of symbols that the sender transmits - the actual adv…
How communication works
Sender,... encoding, ... message,... media,... decoding,... receiver,... respon…
sender
the party sending the message to another party
71 terms
Integrated marketing communications
IMC Promotional Tools: The promotional…
IMC Components: (5)
IMC Component: Coherence
IMC Component: Conistency
o Advertising... o Direct marketing... o Digital/Internet marketing…
IMC Components ... • Integration of communication channels to de…
Coherence - different communications logically connected
Consistency - multiples of the same messages support and rein…
IMC Promotional Tools: The promotional…
o Advertising... o Direct marketing... o Digital/Internet marketing…
IMC Components: (5)
IMC Components ... • Integration of communication channels to de…
30 terms
INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications
is a strategic approach to the planned management of an organ…
IMC requires that organizations coordinate their various stra…
The main purpose is to develop relationships with audiences t…
it is about synergy and creativity, integration and communica…
Integrated Marketing Communications
is a strategic approach to the planned management of an organ…
Integrated Marketing Communications
IMC requires that organizations coordinate their various stra…
Integrated Marketing Communication
Communication is
Customer relationship is
What are the tools for a good communic…
Advertising
essential for a company to accomplish all marketing... tasks. It…
build by communication activities.
Advertising: ... Sales promotion: ... service: ... Personal Selling:... P…
Any paid form of non personal presentation and promotion of i…
Communication is
essential for a company to accomplish all marketing... tasks. It…
Customer relationship is
build by communication activities.
Integrated Marketing Communications
Elements of marketing communications i…
media advertising
direst response and interactive advert…
place advertising
personal selling, advertising, sponsorship mktg, sales promo,…
tv,... radio, ... magazines, ... newspapers
direct mail, ... telephone solicitation, ... online advertising
billboards, ... posters, ... transit ... and cinema ads
Elements of marketing communications i…
personal selling, advertising, sponsorship mktg, sales promo,…
media advertising
tv,... radio, ... magazines, ... newspapers
139 terms
Integrated Marketing Communications
marketing
exchange
value
marketing mix
the activity, set of institutions, and processes for creating…
trade of something of value between two parties such as a pro…
the customer's perception of all of the benefits of a product…
the controllable elements of a marketing program including pr…
marketing
the activity, set of institutions, and processes for creating…
exchange
trade of something of value between two parties such as a pro…
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
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