Lecture1_Notes

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30 Questions

According to The Chartered Institute of Marketing, what is marketing?

The process of identifying customer requirements and satisfying them profitably

What does the term 'Marketing Mix' refer to?

A set of marketing tools used to achieve marketing objectives

What does this course specifically focus on?

Marketing communications

Why do some ads/brand messages go unnoticed or are not recalled by individuals?

Limited memory and attention span of individuals

What are some factors that contribute to the memorability of ads/brand messages?

All of the above

What are some channels, tools, or activities that brands might use to communicate messages to individuals?

All of the above

What is the main challenge for brands in terms of communication with the audience?

Competing for the attention of the audience

Which of the following is a key concept of Integrated Marketing Communication (IMC)?

Multiple tools and channels

What is the purpose of Public Relations in the promotional mix?

To establish and maintain positive image

Which element of the promotional mix involves person-to-person communication?

Personal Selling

What is the role of IMC in developing and sustaining brand identity?

To build and maintain brand identity

Which of the following is NOT a basic element of the Promotional Mix?

Product Quality

What do consumers think and feel about a brand over a period of time?

Brand identity

What is the purpose of Direct Marketing in the promotional mix?

To communicate directly with customers

According to the text, what is the goal of Integrated Marketing Communications (IMC)?

To generate both short-term financial returns and build long-term brand value

According to the text, what is the main difference between the Traditional Approach to Marketing Communications and the Integrated Marketing Communications (IMC) approach?

The Traditional Approach relies primarily on mass-media advertising, while IMC uses a variety of promotional tools

According to the text, why is IMC important for marketers?

All of the above

According to the text, what is one reason for the growing importance of IMC?

All of the above

According to the text, what is one advantage of using the Internet for advertising?

The ability to run ads on websites or social media sites that are narrowly targeted to consumer interests

According to the text, what is the main goal of marketers when using Integrated Marketing Communications (IMC)?

To communicate a consistent core message and image

According to the text, what is the role of IMC in building relationships with customers and other stakeholders?

To identify the most appropriate and effective methods for communication

Which of the following is NOT a step in the IMC planning process?

Executing

What is the purpose of the IMC planning process?

To integrate promotional tools to achieve objectives

Which analysis is NOT part of the first step of the IMC planning process?

Customer analysis

What is the role of environmental analysis in the IMC planning process?

To identify trends or developments that might affect the promotional program

What is the main difference between IMC and the traditional approach to marketing communications?

IMC focuses on target audiences, while the traditional approach focuses on mass communication

How many basic elements are there in the promotional mix?

6

What does the IMC planning process help determine?

The distribution of the marketing communications budget

What is the first step of the IMC planning process?

Conducting a situation analysis

Which of the following is NOT a characteristic of IMC?

Use of mass communication

Study Notes

Marketing Definition and Concepts

  • Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.
  • The Marketing Mix refers to the combination of four key elements: Product, Price, Place, and Promotion.
  • This course focuses on the Promotion aspect of the Marketing Mix.

Advertising and Memorability

  • Some ads/brand messages go unnoticed or are not recalled by individuals due to various factors, including lack of relevance, poor creative execution, and inadequate media planning.
  • Factors that contribute to the memorability of ads/brand messages include simplicity, consistency, and emotional connection.

Communication Channels and Tools

  • Brands might use various channels, tools, or activities to communicate messages to individuals, including advertising, sales promotions, public relations, and personal selling.
  • The main challenge for brands in terms of communication with the audience is to create a consistent and unified message across all channels.

Integrated Marketing Communication (IMC)

  • A key concept of IMC is the coordination of all marketing communications elements to convey a consistent message.
  • The purpose of IMC is to develop and sustain brand identity, and to build relationships with customers and other stakeholders.
  • The goal of IMC is to create a unified and consistent message that resonates with the target audience.

Promotional Mix and IMC

  • The Promotional Mix consists of four basic elements: Advertising, Sales Promotions, Public Relations, and Personal Selling.
  • Public Relations involves maintaining a positive image and reputation for the brand.
  • Personal Selling involves person-to-person communication with potential customers.
  • The role of IMC is to integrate all promotional elements to achieve a consistent message and build brand identity.

IMC Planning Process

  • The IMC planning process involves several steps, including situation analysis, marketing objectives, marketing strategy, and budgeting and allocation.
  • Environmental analysis is a crucial step in the IMC planning process, as it helps identify opportunities and threats.
  • The purpose of the IMC planning process is to determine the most effective marketing communications strategy.

IMC Characteristics and Benefits

  • IMC is a holistic approach that considers all aspects of marketing communications.
  • The main advantage of using IMC is that it creates a unified and consistent message, which leads to stronger brand identity and customer relationships.
  • The growing importance of IMC is due to the increasing complexity of the marketing environment and the need for a more integrated approach.
  • One advantage of using the Internet for advertising is that it provides a more targeted and measurable approach.
  • The main goal of marketers when using IMC is to create a consistent and unified message that resonates with the target audience.

Are you tired of traditional advertising? Take this quiz to learn about alternative ways brands can engage with consumers and avoid ad avoidance. Discover how interactive activities and engaging content can be effective in conveying marketing messages.

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