Podcast
Questions and Answers
What is the primary focus of an IMC campaign?
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?
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?
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?
Which of the following elements is part of the IMC promotional mix?
Why are isolated key consumer benefits crucial in a campaign?
Why are isolated key consumer benefits crucial in a campaign?
Which component is part of the IMC campaign concept development?
Which component is part of the IMC campaign concept development?
What is the main goal of every campaign's message according to IMC principles?
What is the main goal of every campaign's message according to IMC principles?
Which type of spokesperson would typically resonate best with an everyday consumer-targeted campaign?
Which type of spokesperson would typically resonate best with an everyday consumer-targeted campaign?
What kind of visual elements should a campaign's overall appearance focus on?
What kind of visual elements should a campaign's overall appearance focus on?
What essential benefit must every campaign be driven by?
What essential benefit must every campaign be driven by?
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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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