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Questions and Answers
What percentage of Canadian homes welcome catalogues into their mailboxes?
What percentage of Canadian homes welcome catalogues into their mailboxes?
What encompasses the promotion dimension of the four Ps in integrated marketing communications?
What encompasses the promotion dimension of the four Ps in integrated marketing communications?
What is a key feature of Direct Response TV (DRTV)?
What is a key feature of Direct Response TV (DRTV)?
What role has public relations (PR) taken as the cost of other media has increased?
What role has public relations (PR) taken as the cost of other media has increased?
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Which of the following is NOT one of the six tools used in integrated marketing communications campaigns?
Which of the following is NOT one of the six tools used in integrated marketing communications campaigns?
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Which of the following examples represents a form of direct marketing via kiosks?
Which of the following examples represents a form of direct marketing via kiosks?
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How do senders tailor their messages during the communication process?
How do senders tailor their messages during the communication process?
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How does the IKEA catalogue contribute to its Integrated Marketing Communications (IMC) strategy?
How does the IKEA catalogue contribute to its Integrated Marketing Communications (IMC) strategy?
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What approach did L'Oréal adopt in their digital communication strategy?
What approach did L'Oréal adopt in their digital communication strategy?
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Which of the following steps is NOT part of planning an integrated marketing communications campaign?
Which of the following steps is NOT part of planning an integrated marketing communications campaign?
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What is the primary purpose of creativity in the execution stage of communication?
What is the primary purpose of creativity in the execution stage of communication?
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Which marketing tool is considered the most visible element of Integrated Marketing Communications (IMC)?
Which marketing tool is considered the most visible element of Integrated Marketing Communications (IMC)?
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What characterizes direct marketing compared to other marketing efforts?
What characterizes direct marketing compared to other marketing efforts?
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Why can personal selling be considered a valuable but more expensive form of promotion?
Why can personal selling be considered a valuable but more expensive form of promotion?
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How can sales promotions be utilized effectively according to the content?
How can sales promotions be utilized effectively according to the content?
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What demographic does Columbia Sportswear primarily target with their advertising campaigns?
What demographic does Columbia Sportswear primarily target with their advertising campaigns?
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Which advertising method resulted in a significant reach for BMW's campaign?
Which advertising method resulted in a significant reach for BMW's campaign?
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Which method of budgeting assumes a fixed percentage based on past sales?
Which method of budgeting assumes a fixed percentage based on past sales?
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What is a key limitation of the Objective and Task budgeting method?
What is a key limitation of the Objective and Task budgeting method?
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How does the nature of the market influence advertising budget considerations?
How does the nature of the market influence advertising budget considerations?
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Study Notes
Chapter 14: Integrated Marketing Communications
- This chapter covers Integrated Marketing Communications (IMC)
- Learning Objectives:
- Outline the process firms use to communicate with consumers.
- List steps in planning an IMC campaign.
- Describe appeals advertisers use for customer attention.
- Identify how firms determine media use.
- Summarize how firms measure IMC success.
- Explain six IMC campaign tools.
L'Oréal's Switch To Digital Communications
- L'Oréal shifted to digital marketing and social media.
- They used technology to become more informed.
- L'Oréal leveraged online influencers to promote products.
Integrated Marketing Communications (IMC)
- IMC represents the promotion dimension of the four Ps (Product, Price, Place, Promotion).
- It combines advertising, personal selling, sales promotion, public relations, direct marketing and digital/social/mobile media to ensure consistent messaging for maximum impact.
Communicating With Consumers: The Communication Process
- A communication process diagram shows the sender (firm), encoding, message transmission, receiver (consumer), and decoding of a message. Noise from the environment impacts this process.
How Consumers Perceive Communication
- Consumers interpret messages individually, not necessarily how the sender intended.
- Senders tailor messages based on the medium and consumer traits.
Steps in Planning an IMC Campaign
- Identify target audience.
- Set objectives (inform, persuade or remind).
- Determine budget.
- Convey the message.
- Evaluate and select media.
- Create communication.
- Assess impact.
Determining Advertising Budget Methods
- Objective and Task: Set the budget based on the cost of specific tasks needed to achieve objectives.
- Competitive Parity: Align communication spending with market share.
- Percentage of Sales: Determine the budget as a percentage of forecasted sales.
- Affordable Budgeting: Allocate a budget based on remaining funds after other operational costs.
Advertising Spend as a Percentage of Sales
- A table displays advertising spending as a percentage of sales. Different industries and product types have varying amounts spent.
4. Convey Message – Unique Selling Proposition
- Differentiates a product through unique attributes.
- Often becomes the common theme/slogan of the entire campaign.
The Appeal (Rational)
- Logical arguments based on facts and details, especially around relevant issues, are important.
- This encourages consumers to choose due to notable benefits and value.
The Appeal (Emotional)
- Aims to evoke feelings, exceeding utilitarian needs.
- Creating a strong emotional connection builds brand loyalty.
5. Evaluate & Select Media
- Media planning, mix and buy help determine effective communication methods using multiple media.
Mass & Niche Media
- Mass media reaches a large audience; Niche media targets smaller, specific audiences.
Paid, Owned, Earned Media
- Paid: Using paid channels to deliver brand messages or drive traffic
- Owned: Brand-controlled platforms and assets like websites/social media.
- Earned: Gaining presence through trusted, editorial channels without direct payment (e.g., social media buzz).
Choosing The Right Medium
- Explains advantages and disadvantages for different communication mediums.
Determining Advertising Schedule (Continues, Flighting, Pulsing)
- Different scheduling approaches to advertise with optimal impact across different marketing timeframes.
6. Create Communication
- Creativity plays a significant role in marketing; execution style matches the medium to prevent overshadowing the core message.
7. Assess Impact Using Marketing Metrics
- Pretesting, tracking, and post-testing quantify the campaign's effectiveness.
Integrated Marketing Communication Tools
- Provides a visual representation of how IMC tools are interconnected and used to inform, persuade and remind consumers.
Advertising
- The most visible IMC function enabling awareness and interest generation.
Personal Selling
- Essential for products requiring sales assistance and valuable service to customers; it's more expensive than other methods.
Sales Promotions
- Short- and long-term marketing tools that boost consumer desire and channel member engagement when used as part of an overall IMC strategy.
Direct Marketing
- Detailed explanation about targeted marketing, measurable results, action motivation, and providing information to consumers via direct mail, email, kiosks, catalogues, and direct response TV.
Direct Marketing Characteristics
- Targeted, action motivators, measurable, and providing information are significant direct marketing characteristics.
Forms of Direct Marketing
- Detailed descriptions of different direct marketing channels like direct mail/email, catalogues, direct-response television (DRTV) and kiosks.
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Description
Explore the key concepts of Integrated Marketing Communications as outlined in Chapter 14. This quiz covers the planning steps for IMC campaigns, the use of various media, and the importance of digital strategies exemplified by L'Oréal's approach. Test your understanding of how to effectively communicate with consumers and measure the success of IMC efforts.
