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Marketing ch17
| Question | Answer |
|---|---|
| Integrated marketing communications | Represents the promotion dimension of the four piece encompasses a variety of communication disciplines general advertising , Personal selling, sales promotion, public relations, direct marketing, and electronica media in combination to provide clarity an |
| There are three elements in any IMC strategy | 1.The consumer 2.The channels through which the message is communicated. 3. And the evolution of the results of the communication |
| Sender | The firm from which and I am see message originates the sender must be clearly identified to the intended audience |
| Transmitter | And agent or intermediary with which the sender works to develop the marketing communications. For example a firms create Tivitt he department or an advertising agency |
| Encoding | Means converting the senders idea into a message which can be verbal, visual, or both |
| Communication channel | The medium print, broadcast, the Internet that carries the message |
| Aided recall | Is when consumers indicate they know the brand when the name is presented to them |
| Top of mind awareness | The highest level of awareness, occurs when customers mention a specific brand name first when they are asked about a product or service |
| Lagged effect | |
| A delayed response to a marketing communications campaign | |
| Receiver | The person who reads, hears, or sees a processes the information contained in the message or advertisement |
| Decoding | Refers to the process by which the receiver interprets the senders message |
| Noise | Is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium |
| Feedback loop | Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly |
| Sanders adjust messages according to the medium and receiver traits | Different media communicate in a varied ways, Marketers make adjustments to their messages and media depending on whether they want to communicate with suppliers, shareholders, customers, the general public, or even specific segments of those groups |
| To create an effective IMC programs marketers must understand how marketing communications work and | Marketing communications move customers stepwise through a series of mental status, for which there are several models the most common is the AIDA model |
| AIDA model also known as | Think Feel do model |
| Brand awareness | Refers to a potential customers ability to recognize our recall the brand name is a particular type of retailer or product or service |
| Aided recall | Is when customers indicate they know the brand when the name is presented to them |
| Top-of-mind awareness | The highest level of awareness, occurs when customers mention a specific brand name first when they are asked about a product or service |
| Interest | Once the consumer is aware that the company or product exists, communication must work to increase the consumers interest level. Consumers must be persuaded that it is a product worth investing in. |
| Desire | After the firm has peaked interest of the target market the goal of IMC message should move the customer from I like it too I want itExample how great the album is going to be |
| Action | The ultimate goal of any form of marketing communication is to drive the receiver to action example Stouffer‘s hands out coupons for its products from his food trucks |
| Lagged effect | A delayed response to a marketing communication campaign |
| Channels used in an integrated marketing communication strategy | For a campaign to be successful, the farmers deliver the right message to the right audience through the right media with the goal of profiting from long-term customer relationships rather than just short term transactions |
| IMC campaign the channels can be viewed on two axis | Passive and interactive |
| Advertising | |
| A paid form of communication from an Identifiable source, delivered through a communication channel and design to persuade the receiver to take some action now or in the future | |
| Public relations | Is the organizational function that manages the firms communication to achieve a variety of objectives, including building and maintaining a positive image, handling are heading off unfavorable stories are events, and maintaining positive relationships wi |
| Sales promotions | Our special incentives or excitement building programs such as coupons, rebates, contacts, free samples |
| Personal Selling | Is the two way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision |
| Direct marketing | Sales and promotional techniques that communicate directly with target customers to generate a response or transaction |
| Mobile marketing | Marketing through wireless handheld devices |
| Websites | Farms have increased their emphasis on communicating with their customers through the website they use websites to build brand image and educate customers about products or services as well well as where they can be purchased |
| Blog | An online diary with periodic posts corporate blogs are a new form of marketing communication |
| Social media | The online and mobile technologies that distribute content to facilitate interpersonal interactions |
Created by:
bkgee