1. Customers 2. Communications Channel 3. Results What are the 3 strategic components of IMC? Product-focused advertisements (Part of step 2) Institutional advertisements (Part of step 2) Flighting advertising (Part of Step 5)

What are the 3 strategic components of IMC?

1. Sender (Firm) 1.2 Transmitter encodes message (Encoding) 2. Communications channel (Media) 3. Receiver (Consumer) decodes messages ST CR What are the steps of the communication process? What are the 3 strategic components of IMC? Websites The Communications Channel

What are the steps of the communication process?

Exam 3 - MARK 3000 McManus UGA Flashcards

Integrated Marketing Communications

1. Customers 2. Communications Channel 3. Results

1. Sender (Firm) 1.2 Transmitter encodes message (Encoding) 2. Communications channel (Media) 3. Receiver (Consumer) decodes messages ST CR

The firm from which an IMC message originates; the sender must be clearly identified to the intended audience.

An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency.

The process of converting the sender's ideas into a message, which could be verbal, visual, or both.

The medium-print, broadcast, the Internet-that carries the message.

The person who reads, hears, or sees and processes the information contained in the message or advertisement.

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. Ex: Customer purchase of item, a complaint/compliment, the redemption of coupons or rebates, a tweet about the product, etc.

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communications channels.

Different interpretations arise due to individual experiences and contexts, like personal usage of the product or current emotional states. Ex: If you are a user of this brand, it may convey satisfaction. If you are a recently terminated employee, it may convey anger. The sender has little, if any, control over what meaning any individual receiver will take from the message.

They adjust messages according to the medium and receivers' traits

A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which leads to Desire, which leads to Action. (AIDA)

Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers.

Where communication strategies work to elevate a consumer's level of engagement and persuade them that a product is worth further consideration beyond mere awareness.

Targeted communication strategies successfully elevate consumer interest from a general LIKING of a product to an active WANT, indicating a deeper level of intent to purchase or engage with the product or brand.

Consumers are motivated to take the final step towards purchase, often triggered by compelling offers that make the product irresistible and reduce the perceived risk

Marketing communications don't always have an immediate impact, so multiple exposures are often necessary - Hard to determine which specific exposure led to the purchase of an item

**We do not need to know the specifics of this chart

A paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea - Designed to persuade the receiver to take some action now or in the future.

Most visible element of IMC - Extremely effective at creating awareness and generating interest

The organizational function that manages the firm's communications to achieve various objectives - Building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

"Free" media attention - The importance of PR has grown as the cost of other media has increased - Consumers have become more skeptical about marketing, which has caused PR to become more important

Special incentives or excitement-building programs that encourage the purchase of a product or service - Ex. Coupons, rebates, contests, free samples, and point-of-purchase displays.

It can be aimed at both end-user consumers and channel members - Used in conjunction with other forms of IMC - It can be used for both short-term and long-term objectives

The two-way flow of communication between a buyer and a seller - Designed to influence the buyer's purchase decision. - Ex. Face 2 face, over the phone/internet, video calls

Used because some products require the help of a salesperson - More expensive than other forms of promotion - Salespeople can add significant value, which makes the expense worth it - Can simplify the buying process by providing information and services that save the customer's time and effort

Communicating directly with target customers to generate a response or transaction.

Growing element of IMC - Improvements in database technology have contributed to the rapid growth - Email and mobile marketing

Marketing via the internet using: - Websites - Blogs - Social Media WBS

A digital platform used by firms to communicate with customers, sell products and services directly, build brand image, educate about offerings, and facilitate community building.

Created by a company and often used to educate customers - Corporate blogs are a new form of marketing communications.

The online and mobile technologies that distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections

Understand the outcome they hope to achieve before they begin - Short-term or long-term - Should be explicitly defined and measured

Objective-and-task method - Rule-of-thumb methods OR

Determines how much money a company needs to spend on marketing to get its message across and achieve its communication goals. - Entails setting objectives, choosing media, and determining costs. - Total marketing budget = the sum of all the individual communication plan budgets

The firm's share of the market in relation to competition - A fixed percentage of forecasted sales - What is left after other operating costs and forecasted sales have been budgeted.

Competitive parity - Percentage of sales - Available budget CPA

The communication budget is set so that the firm's share of communication expenses equals its share of the market. Limitations: - Does not allow firms to exploit unique opportunities or address specific problems they face in a market. - If all competitors use this method to set communication budgets, their market shares will likely remain approximately the same over time.

The communication budget is a fixed percentage of forecasted sales. Limitations: - Assumes the same percentage used in the past, or by competitors, is still appropriate for the firm. - Does not take into account new plans, such as introducing a new line of products in the current year.

A forecast budget is prepared, excluding the communication expenses - The forecasted profit (sales - expenses) plus desired profits make up the communication budget - Communication budget = Money available after operating costs and profits have been budget Limitations: - Assumes communication expenses do not increase sales/profit

Frequency - Reach - Gross rating points - Web Tracking FR GW

Measure of how often the audience is exposed to a communication within a specified period of time. - ex. if a company publishes once a week for 6 months...the frequency is 24

The percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. What % of the target market views the marketing; measure of consumers' exposure

The measure used for various media advertising —print, radio, or television; GRP = Reach (%) × Frequency.

Used to assess how much time viewers spend on particular web pages and the number of pages they view

An activity used in online searches to increase the visibility of a firm by using paid searches to appear higher up in search results

Observation of how many clicks there are on a certain link/item

The number of times an advertisement appears in front of the user.

The number of times a user clicks on an online ad divided by the number of impressions.

A performance measure used to evaluate the efficiency of an investment, in this case the profitability of advertising: (Sales revenue generated by ad - Ad's cost) ÷ Ad's cost = ROMI another way of wording it is... (Gross margin - Marketing Expenditure) / Marketing Expenditure x 100 = ROMI

GRP - Gross rating points CTR - Click-through rate

1. Identify target audience 2. Set advertising objectives 3. Determine the advertising Budget 4. Convey the message 5. Evaluate and select media 6. Create advertisements 7. Assess impact I Sell Dirty Cars Every Cool Autumn

Questions asked in this step: - Who is your audience? - Do you use your current target market or a new target market The information in this step is used to set the tone and to select the media

Overall goal or objective of messaging - Whether to a push versus pull strategy - What is being advertised? a product or institution

Aimed at final consumers - get consumers to pull the product into the marketing channel * Advertising * Consumer sales promotions * online

Aimed at channel members - increase demand by focusing on wholesalers, retailers, salespeople * Primarily personal selling * Trade sales promotion

Inform - Persuade - Remind IPR

Goal is to create and build brand awareness - Usually used in the introductory stage of the life cycle - Should focus on education or creating buzz Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

Focus: The focus should be on features and advantages Goal: To motivate consumers to take action (This form of advertising compares your brand to other brands) - this allows for even DIRECT comparisons

Later stage of the PLC

In the growth and early maturity stages when competition is intense

Typically occurs after product has gained market acceptance in mature stage of PLC - Used to remind or prompt repurchases - Usually does not include lots of information

Product-focused advertisements - Institutional advertisements

Ads that inform, persuade, or remind consumers about a specific product or service

Promotes a company, corporation, business, institution, or organization. Unlike product-focused advertisements, it is not intended to sell a particular product or service. - Corporate image - Advocacy advertisements - Public Service Announcements

Focus on public welfare - Generally sponsored by non-profit or civic groups - Social Marketing: • Stop smoking • Fight hunger • Cancer research

Considerations: 1. Understanding the role of advertising in achieving the firm's overall performance objectives. 2. Recognizing that expenditures vary over the course of the Product Life Cycle (PLC) 3. Considering how the nature of the market (B2B or B2C) and the product influence the size of the budget

1. Unique selling proposition (USP) 2. Select the appeal

A strategy of differentiating a product by communicating its unique attributes - Often becomes the common theme or slogan in the entire advertising campaign. Ex. Nike (Just Do It), ford (Built Tough), state farm (Like a good neighbor state farm is there)

How a message is conveyed - Informational - Emotional IE

Promotional content designed to encourage favorable brand evaluation by providing key benefits and persuasive, relevant facts to aid consumer purchase decisions.

An appeal that aims to satisfy consumers' emotional desires rather than their utilitarian needs.

1. Media Planning 2. Media Mix 3. Media Buy PMB

The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.

The combination of the media used and the frequency of advertising in each medium.

The actual purchase of airtime or print pages.

Ideal for reaching large, anonymous audiences - Includes: outdoor/billboards, newspapers, magazine, radio, and television

More focused - Reach narrower segments - Target unique demographic interests

Pros: - Wide reach - Incorporates sound and video Cons: - High cost - May increase awareness of competitors' products - Too many channel/program options

Pros: - Relatively inexpensive - Can be selectively targeted - Wide reach Cons: - No video, which limits presentation - Less focused attention than TV - Short exposure periods

Pros: - Very targeted - Subscribers may pass along to others Cons: - Relatively inflexible - Time delay for availability

Pros: - Flexible - Timely - Can localize ads Cons: - Can be expensive in some markets - Ads have a short lifespan

Pros: - Links to detailed content - Highly flexible and interactive - Specific targeting possible Cons: - Can become cluttered - Ads may be blocked by software

Pros: - Relatively inexpensive - Repeat exposure opportunities Cons: - Difficult to target - Placement issues in some markets - Very short exposure time

Pros: - Highly targeted - Allows for personalization Cons: - Costs vary widely - More expensive if using traditional methods like mail

1. Continuous 2. Flighting 3. Pulsing CFP

Runs steadily throughout the year Ex: detergent

Implemented in spurts, with periods of heavy advertising followed by periods of no advertising Ex: sunscreen

Combines Continuous and Flighting with a base level of advertising but increasing advertising intensity during certain periods Ex: airlines

Message and appeal translated into actual words and images - Creativity should not overshadow the message - Execution style must match the medium and objectives

Pretesting - Tracking - Posttesting

Assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.

Assessments that monitor key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

The evaluation of an IMC campaign's impact after it has been implemented.

Federal Agencies

Meet standards for language, images - Be truthful

Exaggerated commendation for promotional purposes. - Promotional statement that expresses subjective, rather than objective, claims that no reasonable person would take literally.

Cause-Related Marketing - Event Sponsorship

Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit - a type of promotional campaign.

Exam 3 - MARK 3000 McManus UGA

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