Integrated Marketing Communication concepts

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Integrated Marketing Communication (IMC) primarily focuses on utilizing a single marketing communication tool to maximize consumer impact.

False (B)

Globally Integrated Marketing Communication (GIMC) prioritizes adapting a consistent marketing theme to different countries, focusing on horizontal integration.

True (A)

Communication 'noise' in marketing refers exclusively to auditory distractions present in broadcast advertising.

False (B)

A key emerging trend in marketing communication is the decreased emphasis on measurable results and accountability for marketing managers.

False (B) Signup and view all the answers

Nike's 'Just Do It' campaign was successful because it resonated with people's feelings during exercise.

True (A) Signup and view all the answers

The role of an account executive is becoming less about building client relationships and more about strictly managing advertising budgets.

False (B) Signup and view all the answers

An overabundance of images and minimal text in a print advertisement always enhances communication effectiveness.

False (B) Signup and view all the answers

Measurable results in marketing refer only to increases in sales volume following an advertising campaign.

False (B) Signup and view all the answers

Globally Integrated Marketing Communications is primarily concerned with vertical integration of marketing efforts across different departments within a single company.

False (B) Signup and view all the answers

In modern integrated marketing, creating partnerships among individuals working in different companies is becoming less common due to data security concerns.

False (B) Signup and view all the answers

Alternative media encompasses only traditional forms of communication, such as mass TV advertisements.

False (B) Signup and view all the answers

The rise of alternative media has made it easier for managers to rely solely on mass TV ads for effective marketing.

False (B) Signup and view all the answers

Integrated Marketing Communication (IMC) refers to marketers blending various communication tools for a unified marketing approach.

True (A) Signup and view all the answers

Information Technology primarily concerns itself with manual data processing techniques.

False (B) Signup and view all the answers

Advances in Information Technology have led to a decrease in the speed and reach of global communications.

False (B) Signup and view all the answers

Retailers have lost some channel power due to the internet providing customers multiple methods of making purchases.

True (A) Signup and view all the answers

Increased global competition is unrelated to advancements in information technology and communication.

False (B) Signup and view all the answers

Brand parity is when customers see major differences between brands, so aren't concerned with prices.

False (B) Signup and view all the answers

Customer engagement in IMC primarily involves one-way communication, where marketers broadcast messages to consumers.

False (B) Signup and view all the answers

Mass-marketing is on the rise due to its effectiveness.

False (B) Signup and view all the answers

Integrated Marketing Communication (IMC)

Coordination and integration of marketing communication tools into a well-organized program for maximum consumer impact.

Globally Integrated Marketing Communication (GIMC)

Focuses on adapting a strong marketing theme across different countries.

Communication Noise

Promotional clutter that makes it difficult for consumers to remember a message.

Emphasis on Measurable Results

Increasing focus on demonstrating the effectiveness and concrete results of marketing efforts.

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Emergence of Alternative Media

New media platforms and approaches beyond traditional advertising.

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Account executive

Representing the ad agency and acting as the main contact for clients

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Changes in tasks performed

Creating partnerships among individuals both inside and outside to achieve great results

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"Just Do It"

Is short, sweet and encapsulates everything people feel when they are exercising

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Alternative Media

New communication methods like interactive websites, blogs, social networks, and smartphones.

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Information Technology (IT)

Development, maintenance, and use of computer systems, software, and networks for data processing.

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Changes in Channel Power

Consumers have more options to purchase with the help of the internet.

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Brand Parity

Brands are viewed as similar, leading consumers to focus more on price.

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Customer Engagement

Using two-way communication to develop emotional commitment to brands.

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Micro-Marketing

Focusing advertising efforts on individuals and micro-segments rather than mass audiences.

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Micromarketing

A marketing strategy focusing on a small, well-defined group of consumers.

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Increase in Brand Parity

Consumers regard brands as equivalents and are more concerned with prices, which declines brand loyalty

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Advances in Information Technology

Instant and global communications and allow consumers to have access to unlimited information.

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Integrated Marketing Communication concepts

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Questions and Answers

Integrated Marketing Communication (IMC) primarily focuses on utilizing a single marketing communication tool to maximize consumer impact.

Globally Integrated Marketing Communication (GIMC) prioritizes adapting a consistent marketing theme to different countries, focusing on horizontal integration.

Communication 'noise' in marketing refers exclusively to auditory distractions present in broadcast advertising.

A key emerging trend in marketing communication is the decreased emphasis on measurable results and accountability for marketing managers.

Nike's 'Just Do It' campaign was successful because it resonated with people's feelings during exercise.

The role of an account executive is becoming less about building client relationships and more about strictly managing advertising budgets.

An overabundance of images and minimal text in a print advertisement always enhances communication effectiveness.

Measurable results in marketing refer only to increases in sales volume following an advertising campaign.

Globally Integrated Marketing Communications is primarily concerned with vertical integration of marketing efforts across different departments within a single company.

In modern integrated marketing, creating partnerships among individuals working in different companies is becoming less common due to data security concerns.

Alternative media encompasses only traditional forms of communication, such as mass TV advertisements.

The rise of alternative media has made it easier for managers to rely solely on mass TV ads for effective marketing.

Integrated Marketing Communication (IMC) refers to marketers blending various communication tools for a unified marketing approach.

Information Technology primarily concerns itself with manual data processing techniques.

Advances in Information Technology have led to a decrease in the speed and reach of global communications.

Retailers have lost some channel power due to the internet providing customers multiple methods of making purchases.

Increased global competition is unrelated to advancements in information technology and communication.

Brand parity is when customers see major differences between brands, so aren't concerned with prices.

Customer engagement in IMC primarily involves one-way communication, where marketers broadcast messages to consumers.

Mass-marketing is on the rise due to its effectiveness.

Flashcards

Integrated Marketing Communication (IMC)

Globally Integrated Marketing Communication (GIMC)

Communication Noise

Emphasis on Measurable Results

Emergence of Alternative Media

Account executive

Changes in tasks performed

"Just Do It"

Alternative Media

Information Technology (IT)

Changes in Channel Power

Brand Parity

Customer Engagement

Micro-Marketing

Micromarketing

Increase in Brand Parity

Advances in Information Technology

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