Integrated Ch. 2 Ch. 3 - Flashcards

Q: value

-customer\'s perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it

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Multiple choice question: 40x 3 points =120 Essay question: 3x10 points= 30 Total =120+30=150.

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For multiple choice questions: - Quizzes 1-5 - Chapters 1-10 power point and chapter study guide / the textbook For essay questions: - IMC campaign guideline - Topic 1 & 2 discussions

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mass media

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-viewers, readers, listeners

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digital media

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-targets narrow audience

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consumers

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-not passive message recipients

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information

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-obtained from many sources

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marketing

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-the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for costumers, clients, and society at large -value, relationship marketing

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value

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-customer's perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it

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the four p's

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1. product 2. price 3. place 4. promotion

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integrated marketing communications

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-coordinating the various promotional elements and other marketing activities that communicate with a firm's customers -goal: a consistent and unified image

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micromarketing

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-audience and media fragmentation

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brand identity

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-a combination of name, logo, symbols, design, packing, performance, and image or associations

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the promotional mix

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-advertising -direct marketing -internet/digital marketing -sales promotion -public relations -personal selling

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advertising

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-paid, non personal communication -no immediate feedback from audience -message to larger groups

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diret marketing

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-communicating directly with target customers to generate a response and/or a transaction

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direct responce marketing

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-encourages consumer to purchase directly from the manufacturer

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sales promotion

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-provide extra value or incentives for immediate sale

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public relations

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-systematically planning and distributing information in an attempt to control and manage image and the nature of the publicity received

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personal selling

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-person to person communication -allows seller to tailor message to the customer's specific needs or situation

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touch points: control vs. impact

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-understand target market

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paid media

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-channels a marketer pays to control

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owned media

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-channels of marketing communication that a company controls

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earned media

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-exposure for a company or brand (free)

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IMC planning process

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-situation analysis -planning -communication -evaluation

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the target market process

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1. identifying markets 2. market segmentation 3. selecting target markets 4. target positioning

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market segmentation

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-dividing a market into distinct groups

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undifferentiated market

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-offering just one product or service to the entire market

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differentiated market

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-a number of segments, developing separate marketing strategies for each

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concentrated market

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-select one segment and attempts to capture a large share of this market

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direct market channel

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-driven by direct response ads, telemarketing, the internet

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indirect market channel

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-network of wholesalers and/or retailers

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promotional push strategy

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-push the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade

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promotional pull strategy

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-create demand among consumers and encourage them to request the product from retailers

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advertising manager

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(marketing communications manager) -responsible for all promotions activities except sale -controls the entire promotions -authority to override the brand manager's decision

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decentralized system

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-used by firms with multiple divisions and many different products

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brand manager

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-responsible for total management of the brand or product

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in house agencies

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-an advertising agency that is set up, owned, and opened by the advertiser

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accounting executive

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-responsible for understanding the advertiser's marketing and promotional needs and interpreting them to angry personnel

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account planner

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-gather, analyze, and intemperate information

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agency compensation methods

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-commissions from media -fee, cost, and incentive based systems -percentage sales

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commission method

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-traditional method -the agency receives a specified commission (usually 15%) from the media on any advertising time or space it purchases for a client

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fee, cost, and incentive based systems

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-fee arrangement: the agency charges a basic monthly fee for all of its services -cost plus arrangement: the client pays a fee based on its work and plus some agreed on profit margin - incentive based compensation: based on how well the agency meets its performance goals such as sales or market share

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percentage sales

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-adding a mark up to the various services the agency purchases from the outside providers

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consumer behavior

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-the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services

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marslow's hierarchy of needs

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-the lower level physiological needs must be satisfied to move to higher order needs. 5. self-actualization needs (self development and realization) 4. esteem needs (self esteem, recognition, status) 3. social needs (sense of belonging, love) 2. safety needs (security, protection) 1. physiological needs (hunger, thirst)

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motivation research in marketing

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-in depth interviews -association tests -projective techniques -focus groups

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perception

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-the process by which an individual receive, select, organize, interpret information to create a meaning full picture of the world

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the selective perception process

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1. selective exposure 2. selective attention 3. selective comprehensions 4. elective retention

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selective exposure

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-consumers choose weather or not to make themselves available to information

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selective attention

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-a consumer chooses to focus attention on certain stimuli while excluding others

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selective comprehension

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-the perception process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences

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elective retention

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-assisted by mnemonics: symbols, rhymes, association, and images that assist the learning and memory process

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subliminal perception

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-the ability to perceive stimulus that in below the level of conscious awareness

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functional consequences

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-the concrete outcomes of product or service usage that are tangible and directly experienced by consumers

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psychological consequences

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-the abstract outcomes of product or service usage that are intangible, subjective, and personal

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purchase intention

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-predisposition to buy a certain brand by matching purchase motives with attributes of brands considered

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brand loyalty

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-preference for a particular brand that results in repeated purchase

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behavioral learning theory

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-external factor -learning occurs as a result of responses to external stimuli in the environment -classical conditioning, operant conditioning

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classical conditioning

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-an associate process with already existing relationship between a stimulus and a response -association develops through contiguity and repetition

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operant conditioning

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-learning occurs when individual actively operates or acts on some aspect of the environment -reinforcement

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cognitive learning theory

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-goal -purpose -insight -goal achievement

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environmental influences on consumer behavior

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5. culture 4. sub culture 3. social class 2. reference group 1. situational determinants

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culture

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-the complexity of learned meanings, values, norms, and patterns of behavior

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sub culture

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-groups or segments in a society that possess similar benefits, values, norms, and patterns of behavior

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social class

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-relatively homogenous -people share similar lifestyle, values, norma, interest, and behavior

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reference group

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-family -peers

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situational determinants

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-usage, purchase time, communication situation

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elements of the communication process

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-source (sender) -message -channel -receiver -noise -responce (feedback)

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source (sender)

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-spokesperson, organization, celebrity

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message

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-verbal or nonverbal, oral or written, symbolic -an image that can envy more than words

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channels

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-personal channels: word of mouth (buzz marketing) and personal selling -non personal channels: print media, broadcast media

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encoding

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-verbal, graphic, musical, animation

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viral marketing

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-propagating market relevant messages with the help of individual consumers

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decoding

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-receiver's frame of reference or field of experience

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noise

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-unplanned distortion in the communication process

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responce

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-receivers reactions after seeing, gearing, or reading the message

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the response process

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-cognitive: learn -affective: feel -behavioral: do

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standard learning model

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-high involvement and high produce differentiation -need detailed information

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dissonance/attribute hierarchy

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-high involvement and low produce differentiation -need reinforcement

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low involvement hierarchy

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-low involvement and minimal difference -need a heavy reputation strategy and vital images

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social consumer journey

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1. consumer considers purchase 2. consumer evaluates brand 3. consumer buys product 4. consumer interacts with brand after purchase 5. consumer advocated for brand 6. consumer bonds

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cognitive response catogories

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-product/message thoughts -counter arguments/support arguments -source oriented thoughts -source derogation/source bolstering -ad execution thoughts -favorable/unfavorable

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sleep effect

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-persuasiveness increases over time

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primary effect

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-information presented first is most effective -when consumers have a negative perception

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regency efect

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-last arguments presented are most persuasive -when consumers have a positive perception

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one sided message

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-when the target audience already holds a favorable question -less educated audience

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two sided message

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-when the target audience holds an opposing opinion -better educated audience

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repetitional appeal

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-a special type of two sided message -communicator presents both sides of an issue and then refutes the opposing viewpoint

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message appeal options

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-comparative ads -new brands -brands with small market share -used in political advertising -fear appeals -stress danger to health -social threats -humor appeals -can attract and hold attention -best remembered -puts consumers in positive mood

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qualitative media effect

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-the image of the media vehicle can affect reactions to the message

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value of objectives

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-specific objectives -communications -planning&decision making -measurement/evaluation of results

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communications objectives

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-increased brand knowledge, interest, favorable attitudes, and image -translate sales goal or market share goal into specific communication objectives

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carryover effect

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-the effects of advertising often occur over an extended period of time

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sales response models

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-concave downward response curve -fewer ads dollars may be needed for optional influence on sales -s shaped response function -a small ad budget is likely to have no impact on sale - ex. car

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top down budgeting

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-top manager sets the spending limit -promotion budget set to stay within the spending limit

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bottom up budgeting

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-promotion objectives are set -activities needed too achieve objectives are planned -costs of promotional activities are budgeted -total promotion budget is approved by top management

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advertising creativity

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-creative strategy -determining what the advertising message will say or communicate -creative tactics -determining how the message strategy will be executed

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perpetual debate

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-creative versus hard-selling advertising

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account planning

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-a process that involves conducting research and gathering all relevant information about a client's product and service, brand, and consumers in the target audience

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advertising campaign

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-a set of interrelated and coordinated marketing communication activities that center on a single theme or idea -short term in nature

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creative brief

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-used to guide the creative development of an advertising message or campaign

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developing the major selling idea

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-approaches -using a unique selling proposition -creating a brand image -finding the inherent drama -positioning

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image advertising

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-strategy used to develop a strong, memorable identify for a brand

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Advertising appeals

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-the approach used to attract the attention of consumers -to influence consumerfeelings toward a product, service, or cause

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Emotional bonding

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consumers develop three relationships with their brands 3. emotions 2. personality 1. product benefits

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Ad execution techniques

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-straight sell -scientific/Technical -demonstration -comparison -testimonial -slice of life -animation -personality Symbol -imagery -dramatization -humor -combinations

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Slice of life execution

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-base on problem/solution approach

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Basic Components of Print Advertising

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-headline: Words in the Leading Position of the Ad -subheads: Smaller Than the Headline, Larger Than the Copy -body copy: The Main Text Portion of a Print Ad -visual elements: Illustrations Such As Drawings or Photos -layout: How Elements Are Blended Into a Finished Ad

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Media Plan

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-determines the best way to get the advertiser's message to the market.

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Medium

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-TV, radio, newspaper, ..

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Media vehicle

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-the specific carrier within a medium category

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Research (actual audience)

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-a measure of number of different audience members exposed at least once to a media vehicle in a given period of time

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Coverage (actual audience)

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-refers to the potential audience that might receive the message through a vehicle.

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Frequency

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-the number of times the receiver is exposed to the media vehicle in a specific period.

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Scheduling Methods

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-continuity -fighting -pulsing

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Continuity

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-scheduling constant advertising without variation

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Fighting

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-the employment of periods of advertising along with periods of non-advertising

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Pulsing

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-continuity is maintained, but a certain times promotional efforts are stepped up

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Gross ratings points (GRPs)

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GRP= research x frequency

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Target ratings points (TRPs)

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TRP= research (only target audience) x frequency

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Absolute cost

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-actual total cost to place the message

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Relative cost

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-relationship between the price paid for advertising time or space and the size of the audience delivered -used to compare media vehicles

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To respond to media fragmentation, marketers are increasing their spending on: Select one: a. mass media communication. b. television advertising. c. micromarketing. d. mass production. e. product packaging.

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micromarketing

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The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers. Select one: a. the marketing mix b. audience segmentation c. integrated marketing communications d. the prooduct mix e. cumulative prospect theory

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integrated marketing communications

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Joy calls a mobile phone store to enquire about a new phone available in the market. The customer service operator sends him an e-mail about the product details along with other special specifications Joy requested. Which of the following types of contact points is illustrated in this scenario? Select one: a. Company created touch point b. Intrinsic touch point c. Extrinsic touch point d. Unexpected touch point e. Customer-initiated touch point

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Customer-initiated touch point

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Which of the following statements best defines value? Select one: a. The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea b. The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand c. The desire and ability of two or more parties to exchange something of importance with one another d. The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it e. The amount of funds invested by the shareholders of a company in promoting its product portfolio

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The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it

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With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer. Select one: a. promotional pull strategies b. promotional push strategies c. trade advertising d. market harvesting strategies e. B-to-B advertising

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promotional pull strategies

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The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: Select one: a. the marketing mix. b. marketing strategy tools. c. the growth-share matrix. d. the promotion mix. e. the hype cycle.

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the promotion mix

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A brand's market position refers to its: Select one: a. relative market share. b. location on store shelves. c. image in the mind of the customers. d. distribution intensity. e. stage in the product life cycle.

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image in the mind of the customers

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Primary-demand advertising is designed to Select one: a. influence the purchase of only industrial goods and services. b. stimulate demand for a general product class or entire industry. c. help launch a specific line extension. d. stimulate demand for existing products that are "dying." e. create a market share gain for the industry leader.

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stimulate demand for a general product class or entire industry

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Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution are ways of: Select one: a. achieving competitive advantage. b. practicing cross-merchandising strategy. c. creating market space. d. practicing bait-and-switch marketing. e. establishing a marketing-stub.

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achieving competitive advantage

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Degree of usage as a basis of segmentation is best reflected by: Select one: a. the VALS principle. b. the iceberg principle. c. the mirror image rule. d. the rule of equity. e. the 80-20 rule.

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the 80-20 rule

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A company often uses a centralized organizational system when Select one: a. it has many different divisions within the company. b. it does not want to involve the top management in the decision-making process. c. it does not have many product lines or brands to advertise. d. it wants to involve a large number of people in making program decisions. e. it wants to have a category management system in place.

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it does not have many product lines or brands to advertise

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Lack of long-term objectivity, flexibility, and creativity are a few of the reasons why a company might move away from Select one: a. a decentralized marketing system. b. an in-house agency. c. the use of full-service advertising agencies. d. a centralized marketing system. Incorrect e. the use of creative boutiques.

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an in-house agency

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In the ad agency industry, clients refer to: Select one: a. an advertiser or organization that has the product, service, or cause that needs to be marketed. b. any media, which plays a crucial role in the process of marketing communication. c. a purchaser of the consumer product advertised. d. a market for business or consumer products. e. an advertising agency that specializes in the creation of the communications message.

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an advertiser or organization that has the product, service, or cause that needs to be marketed

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A(n) _____ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel. Select one: a. account executive b. database manager c. media specialist d. copywriter e. art director

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account executive

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The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer's: Select one: a. perceptive list. b. attribution list. c. neutral list. d. evoked set. e. sublimation set.

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evoked set

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Peter owns several rental apartments. Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span. Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments. His repeat purchases indicate: Select one: a. the existence of cognitive dissonance. b. the absence of any affect referral decisions. c. strong brand loyalty. d. extensive decision making and strong psychosocial consequences. e. a lack of evaluative criteria.

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strong brand loyalty

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Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients? Select one: a. Commission system b. Fee arrangement system c. Cost-plus system d. Incentive-based compensation system e. Objective-and-task compensation system

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Commission system

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Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process? Select one: a. Motivation b. Attitude formation c. Assimilation d. Integration e. Differentiation

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Attitude formation

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_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers. Select one: a. Functional consequences b. Psychosocial consequences c. Attribute bundles d. Subjective consequences e. Personal stimuli

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Functional consequences

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After purchasing a fancy cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. In this scenario, Jason is experiencing: Select one: a. impact bias. b. cognitive dissonance. c. psychosocial heurism. d. belief-bias effect. e. over regularization.

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cognitive dissonance

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The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the: Select one: a. sleeper effect. b. time/place consequence. c. open source paradox. d. decay effect. e. mirage effect.

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sleeper effect

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Commercials for Vinnie's marshmallows describe its marshmallows as a delicious snack for all ages. The commercials show toddlers eating marshmallows as part of their usual diet as well as adults roasting marshmallows over a fire. In these commercials, Vinnie's is the: Select one: a. channel messenger. b. encoder. c. decoder. d. source. e. receiver.

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source

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The _____ stage of the response process refers to a receiver's feelings for a particular brand and includes stronger levels of desire, preference, or conviction. Select one: a. cognitive b. affective c. behavioral d. conative e. learning

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affective

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Negative thoughts about a spokesperson or organization making a claim are known as: Select one: a. source derogations. b. counterarguments. c. source bolsters. d. source blockages. e. message filters.

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source derogations

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Which of the following is true of decoding? Select one: a. It is heavily influenced by the receiver's frame of reference. b. It is an interpretation process that requires expert knowledge. c. In most cases, decoding occurs smoothly when a common ground does not exist. d. In order for the process to be effective, the decoder must contradict the encoder. e. It is not influenced by the receiver's field of experience.

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It is heavily influenced by the receiver's frame of reference

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When a target audience already holds a favorable opinion of a topic, a(n) _____ is most effective. Select one: a. one-sided message b. two-sided message c. nonverbal appeal d. open-ended message e. fear appeal

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one-sided message

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Under _____ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy. Select one: a. individual response b. standard learning c. dissonance/attribution Incorrect d. low-involvement e. customary learning

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low-involvement

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A magazine ad for Spotless Fabric Care detergent states that it cleans stains better than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example of: Select one: a. confrontational advertising. b. two-sided advertising. c. comparative advertising. d. a recency appeal. e. refutational advertising.

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comparative advertising

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Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products. This transference is called a Select one: a. self-paced impact. b. favorable quantitative media effect. c. cluttered effect. d. shaping effect. e. positive qualitative media effect.

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positive qualitative media effect

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When Cassie presented her sales pitch to a skeptical audience that was not interested in what she was selling, she opened with strong arguments to arouse interest in her message. This is an application of the Select one: a. primacy effect. b. recency effect. c. sleeper effect. d. credibility effect. e. compliance hierarchy.

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primacy effect

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An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way is the _____ approach. Select one: a. card stacking b. buzz c. inherent drama d. testimonial e. bait-and-switch

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inherent drama

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With respect to advertising messages, which of the following best defines creative strategy? Select one: a. It involves determining what the advertising message will say or communicate. b. It involves determining how much the advertising campaign will cost. c. It involves determining the number of creative personnel required for the advertising campaign. d. It deals with optimizing the budget for online advertising campaigns. e. It deals with avoiding factors that lead to divergence in advertising creativity.

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It involves determining what the advertising message will say or communicate

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_____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience. Select one: a. Media planning b. Copywriting c. Account planning d. Storyboarding e. Production scheduling

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Account planning

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Which of the following is one of the critical components of the creative brief? Select one: a. Formulation of the training program for the creative team b. Calculation of the advertising budget c. Management of the media buying operations d. Development of the major selling idea e. Management of one or more client groups

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Development of the major selling idea

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Which of the following problems is a manager most likely to face if he uses sales as a measure of advertising effectiveness? Select one: a. Sales results offer little guidance or direction to those responsible for planning and developing the advertising program. b. There is a short, often immeasurable, time period between when advertising is run and when sales actually occur. c. Sales results are affected by no marketing-mix variable other than price and promotion. d. No internal-environmental variables have any significant influence on sales results. e. Sales are generally not considered a good indicator for an IMC program.

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Sales results offer little guidance or direction to those responsible for planning and developing the advertising program

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Which of the following statements describes an inherent weakness in the use of the marginal-analysis model for establishing an advertising budget? Select one: a. It is unsuitable as a basis for budgeting only in the case of direct response advertising. b. It only considers environmental factors that affect the effectiveness of the promotional program. c. The budget is often set according to the FIFO method. d. The budget is determined by management solely on the basis of what is felt to be necessary. e. It assumes that sales are determined solely by advertising and promotion.

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It assumes that sales are determined solely by advertising and promotion

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The S-shaped response function implies that: Select one: a. initial advertising expenditures will have little impact on sales. b. initial advertising expenditures will have major impact on sales. c. sales effects will follow the microeconomic law of diminishing returns. d. small advertising budgets have a high impact on sales when word of mouth is the only promotional tool used. e. small advertising budgets have a high impact on sales when public relations is the only promotional tool used.

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initial advertising expenditures will have little impact on sales

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Which of the following is a major problem associated with the percentage-of-sales method? Select one: a. It reverses the cause-and-effect relationship between advertising and sales. b. It is financially unsafe. c. It is extremely tough to implement. d. It is used only by firms that do not understand the role of advertising and promotions. e. It has no theoretical basis, and the budgetary amount is often set using a flat-rate.

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It reverses the cause-and-effect relationship between advertising and sales

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Which of the following statements best describes the relationship between marketing and communications objectives? Select one: a. Marketing objectives and communications objectives are synonymous. b. Marketing objectives evolve from communications objectives. c. Communications objectives are derived from marketing objectives. d. Communications objectives can be developed before the development of marketing objectives. e. Both communications and marketing objectives are defined only in terms of the reach of a promotional strategy.

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Communications objectives are derived from marketing objectives

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Before setting objectives for advertising and promotion, an organization should: Select one: a. conduct a situation analysis to identify marketing and promotional issues facing the firm. b. develop its media plan and allocate the budget to each media. c. evaluate the effectiveness of the advertising and promotional strategies. d. conduct test marketing to check the effectiveness of the marketing strategies developed for the current products and services. e. set its advertising and promotional budgets.

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conduct a situation analysis to identify marketing and promotional issues facing the firm

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_____ calculates the cost per thousand based on the target audience rather than the overall audience. Select one: a. BDI b. CDI c. Target CPM d. Target market segmentation e. Target buying power index

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Target CPM

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_____ refers to the relationship between the price paid for advertising time and the size of the audience delivered and is also used to compare media vehicles. Select one: a. Net contribution margin b. Net cost c. Absolute cost d. Relative cost e. Cost per media (CPM)

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Relative cos

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_____ is the number of times a receiver is exposed to a media vehicle in a given time period. Select one: a. Potency b. Reach c. Coverage d. Frequency e. Audience contact

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Frequency

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Well-known brands and market leaders often run ads that do not use any specific types of appeals, but focus primarily on keeping their brand name visible to consumers. This type of advertising is known as _____ advertising. Select one: a. teaser b. reminder c. rational d. transformational e. consumer-generated

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reminder

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For which of the following products is an advertiser most likely to use a flighting schedule? Select one: a. Cake mixes b. Shampoo c. Newspaper subscriptions d. Snow tires e. Candles

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Snow tires

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After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: high BDI and low CDI. Which of the following information can be deduced from this data? Select one: a. good sales potential for both product and brand b. low market share for product but good market potential c. good market to advertise in but requires sales decline monitoring d. product category has high potential and brand is performing well e. poor market for advertising and potential for loss

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good market to advertise in but requires sales decline monitoring

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An index number of 100 means that the Select one: a. use of a product is proportionately greater than average in a segment. b. market segment being analyzed is average. c. use of a product is proportionately less than average in a segment. d. probability of wasted coverage is 100 percent. e. probability of success in the market is 100 percent.

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market segment being analyzed is average

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Advertisements that focus on the dominant attributes or characteristics of a product or service are making use of _____ appeals. Select one: a. feature b. news c. price d. product popularity e. competitive advantage

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feature

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Flair, a women's magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is known as a: Select one: a. conduit. b. mobile channel. c. distribution channel. d. transit channel. e. media vehicle.

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media vehicle

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Regal Foods Corp., a packaged foods manufacturer, wishes to determine the percentage of Umber coffee sold in a geographic area as compared to the percentage of the total population in this market. The most appropriate index to use would be: Select one: a. survey of buying power index. b. brand development index. c. category development index. d. Dow Jones sustainability index. e. consumer price index.

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brand development index

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IMC campaign process (4 step process)

answer

1. Situation analysis -Research -Secondary research: SWOT -Interview/survey 2. Planning -Strategy -Target market, positioning, goals and objectives 3. Communication -Implementation -Communication strategy (Message/media strategies) -Integration (promotion mix) -Media calendar /budgeting 4. Evaluation -Assessment -Measure objectives

question

What is the difference between a marketing plan and an IMC campaign plan?

answer

A marketing plan -a list of the overall marketing objectives -formulates strategies in order to develop business communications An IMC plan -considered a part of the marketing plan -a plan of coordinating different promotion tools -focuses on are advertising, direct marketing, digital/ internet marketing, sales promotion, public relations/publicity, and personal selling -can be used to help attain the goals stated in the marketing plan -include advertising, direct marketing, public relations, and sales promotions.

question

Explain the differences of two primary research approaches that you are applying to your IMC campaign and why you are using the two approaches.

answer

Interview research -gather more and deeper information -valuable method for gaining insights into consumers' feelings and projective techniques -will collect more qualitative information -emphasizes descriptions and meanings Survey research -this type of research method tends to be objective -advantages of survey research are that you can discover trends, validate ideas and monitor success -provide a capability or representing a large population

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