Integrated Marketing Communications Campaign
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Questions and Answers

What is the primary focus of an IMC campaign?

  • Delivering a centralized collection of planned messages focused on a single concept. (correct)
  • Utilizing a wide range of messaging strategies.
  • Developing multiple concepts for different target audiences.
  • Employing only traditional marketing methods to reach consumers.
  • Which of the following is NOT a key area reviewed during campaign planning?

  • Features and Benefits
  • Communication Objectives
  • Budget Allocation (correct)
  • Target Audience
  • What is the first step in the campaign development process?

  • Selecting the promotional mix
  • Isolating a single idea or key consumer benefit
  • Developing a cohesive visual/verbal message
  • Planning the campaign (correct)
  • Which of the following elements is part of the IMC promotional mix?

    <p>Mobile or alternative media options</p> Signup and view all the answers

    Why are isolated key consumer benefits crucial in a campaign?

    <p>They create the target's motivation to buy.</p> Signup and view all the answers

    Which component is part of the IMC campaign concept development?

    <p>Campaign uniformity</p> Signup and view all the answers

    What is the main goal of every campaign's message according to IMC principles?

    <p>To speak directly to the target audience's needs and wants</p> Signup and view all the answers

    Which type of spokesperson would typically resonate best with an everyday consumer-targeted campaign?

    <p>Common-man spokesperson</p> Signup and view all the answers

    What kind of visual elements should a campaign's overall appearance focus on?

    <p>Consistent message and recognizable design identity</p> Signup and view all the answers

    What essential benefit must every campaign be driven by?

    <p>Key consumer benefit in the form of a big idea or USP</p> Signup and view all the answers

    Study Notes

    Integrated Marketing Communications (IMC) Campaign

    • Uses diverse media to deliver a strategic, cohesive and centralized group of planned messages
    • Focuses on a single idea or concept

    Planning the Campaign

    • Client and Account Executive look at the marketing plan together
    • Focus on these key areas:
      • Target Audience
      • Features and Benefits
      • Competitors
      • Communication Objectives

    Isolating the Key Consumer Benefit

    • Isolates the reason a consumer would want to buy a product
    • Becomes the focus of the campaign

    Developing a Cohesive Visual/Verbal Message

    • Campaigns must appear and "speak" in a consistent voice across all marketing materials
    • Creates a visual and verbal relationship between the pieces

    The Promotional Mix

    • A combination of the following:
      • Public relations
      • Newspaper
      • Magazine
      • Radio and television
      • Direct marketing and sales promotion
      • Out-of-home and transit
      • Internet and social media
      • Mobile or alternative media options

    Types of Campaigns

    • National Campaigns
    • Service Campaigns
    • Corporate Campaigns
    • Retail Campaigns

    IMC Concept Components

    • Three components influence concept development and overall appearance:
      • Campaign uniformity
      • Visual uniformity
      • Verbal uniformity

    IMC Concept Components

    • Each campaign is driven by a key consumer benefit known as a big idea or Unique Selling Proposition (USP)
    • All ads are made to achieve stated objectives
    • The campaign's message should communicate directly with the target audience's needs and wants
    • The overall appearance may be based on:
      • A specfic message or idea
      • Layout or headline style
      • Character or spokesperson
      • Typeface and style
      • Visual element
      • Color combinations
    • The campaign has a visual/verbal identity that is easily recognizable in all advertising and promotional materials
    • Concept direction creates a unique brand identity to contrast the product from competitors

    Spokespersons and Character Representatives

    • Four basic types:
      • Celebrities (unpaid on-screen spokesperson, paid on-screen spokesperson, celebrity voice-over, deceased person endorsement, animated character spokesperson)
      • Specialists
      • Corporate heads or CEOs
      • Common man

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    Related Documents

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    Description

    This quiz focuses on the key components of an Integrated Marketing Communications (IMC) campaign. It covers planning, target audience analysis, consumer benefits, and the importance of a cohesive visual and verbal message. Test your understanding of the promotional mix and how diverse media work together to deliver unified marketing strategies.

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