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IMC Lec#1

QuestionAnswer
Marketing mix strategies that organizations develop to transfer value through exchange to their customers Marketing
The process that convey shared meaning between individuals, or between organizations and individuals Communication
Marketing Communications has become more important in recent years, as indicated by the increased marketing spend, especially in digital and reduction of television advertising. True
(Marketing Communication Mix) an industry used to call the attention of the public to something, typically a product or service. Advertising
(Marketing Communication Mix) a marketing material that retailers use in their stores to promote products, catch consumers' attention and incite them to buy. Point of purchase communications
(Marketing Communication Mix) any marketing that relies on direct communication or distribution to individual consumers rather than through a third party such as mass media. Direct marketing
(Marketing Communication Mix) a marketing activity designed to increase sales, encourage customer loyalty, or generate brand awareness. Sales promotion
(Marketing Communication Mix) a technique that involves face-to-face selling between a sales rep and a prospective customer. Personal selling
(Marketing Communication Mix) when a company pays to be associated with another company, individual, group, or event as a means of marketing its brand. Sponsorship marketing
(Marketing Communication Mix) a company's use of tactics and strategies that generate brand equity, build a positive image, highlight product and service launches and updates and ultimately boost sales and revenue. Marketing public relations
(Marketing Communication Mix) the promotion of brands to connect with potential customers using the internet and other forms of digital communication. Digital marketing
RISE OF DIGITAL MARKETING AND SOCIAL MEDIA: -Earned media -Owned media -Paid media
It is the integration of all marketing activities associated with planning, developing, implementing and evaluating brand communication programs Integrated marketing communications
IMC is different to traditional marketing communications that combine the various elements of the marketing communications mix True
It encompasses ongoing brand communication activities that speak with one voice to a number of audiences using elements of the traditional promotion mix as well as digital communications such as corporate websites and social media platforms Integrated marketing communications
CONCEPT: relies on delivering marketing messages SYNERGY: when marketing communications are consistent and well-coordinated IMC
PROCESS: requires the marketing department to profile the customer or prospect segment and then determine what types of messages and media channels will best achieve the communication objectives IMC
(Key features of IMC) Profile: How much of the product does the target market buy? How often do they buy? Where do they purchase? Step 1: Start with the customer of prospect
Somebody who a salesperson believes has a good chance of turning into a paying customers Prospect
(Key features of IMC) Can you consider in-app purchases a relevant contact or touchpoint? Step 2: Use any form of relevant contact or touchpoint
(Key features of IMC) Brand consistency Step 3: Speak with a single voice
(Key features of IMC) Loyalty programs and experiential marketing Step 4: Build Relationships
(Key features of IMC) Last step of key features Step 5: Affect Behavior
The Marketing Mix Matrix: -Promotion -Product -Place -Price
It is about Sales promotion, Advertising, Public relations, and Direct marketing. Promotion
It is about Features, Quality, Branding, Packaging, Services, and Warranties. Product
It is about Channels, Market coverage, Assortment, Location, Inventory, and Transport. Place
It is about Price strategy, Pricing, Allowances, Discounts, and Payment terms. Price
Examples of In-house agency: BBC, Fidelity, Yellow tag, Coca Cola
Examples of full-service agency: Grab, Gigil, and BBDO Guerrero
These are the copywriters, graphic artists, creative directors Creative Services
The unit of agency has the responsibility for selecting the most appropriate marketing communication media (press release, press conference, advertorials) Media Services
The specialists who examine their clients’ customers’ buying habits, purchase preferences and responsiveness Research Service
They act as liaisons so that the client does not need to interact directly with several different service departments and specialists Account Management
The key feature, benefit or image that it represents in the target audience’s collective mind. The central idea that encapsulates a brand’s meaning and distinctiveness Positioning
It allows marketing communications to deliver their messages more precisely and so prevent wasted coverage to consumers who do not fit the target audience profile. Targeting
SMART Marketing Objectives: -Specific -Measurable -Actionable -Relevant -Time-bound
Financial budgets are developed to achieve marketing communication objectives Budgeting
In selecting media, All marketing communication messages require some form of media to reach the target audience True
The value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent. Brand equity
The marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Green Marketing
Created by: rainee_
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