Integrated Marketing Communications Chapter 14

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What percentage of Canadian homes welcome catalogues into their mailboxes?

50%

75%

90%

80% (correct)

What encompasses the promotion dimension of the four Ps in integrated marketing communications?

Brand loyalty strategies

Integrated marketing communication (IMC) (correct)

Market research methods

Customer segmentation techniques

What is a key feature of Direct Response TV (DRTV)?

Interactive online content

Focus on long commercial slots

Short commercials with a call to action (correct)

Engagement through social media

What role has public relations (PR) taken as the cost of other media has increased?

It has gained importance in marketing strategies. Signup and view all the answers

Which of the following is NOT one of the six tools used in integrated marketing communications campaigns?

Product packaging Signup and view all the answers

Which of the following examples represents a form of direct marketing via kiosks?

Airline ticket printing services Signup and view all the answers

How do senders tailor their messages during the communication process?

According to the medium and receivers' traits Signup and view all the answers

How does the IKEA catalogue contribute to its Integrated Marketing Communications (IMC) strategy?

It serves as a powerful promotional tool. Signup and view all the answers

What approach did L'Oréal adopt in their digital communication strategy?

Leveraging online influencers Signup and view all the answers

Which of the following steps is NOT part of planning an integrated marketing communications campaign?

Designing physical products Signup and view all the answers

What is the primary purpose of creativity in the execution stage of communication?

To match the medium's objectives Signup and view all the answers

Which marketing tool is considered the most visible element of Integrated Marketing Communications (IMC)?

Advertising Signup and view all the answers

What characterizes direct marketing compared to other marketing efforts?

It is targeted and motivates an action Signup and view all the answers

Why can personal selling be considered a valuable but more expensive form of promotion?

Salespeople can add significant value to the sale Signup and view all the answers

How can sales promotions be utilized effectively according to the content?

They can target both end users and channel members Signup and view all the answers

What demographic does Columbia Sportswear primarily target with their advertising campaigns?

Males aged 20-59 Signup and view all the answers

Which advertising method resulted in a significant reach for BMW's campaign?

Social media and blog posts Signup and view all the answers

Which method of budgeting assumes a fixed percentage based on past sales?

Percentage of Sales Signup and view all the answers

What is a key limitation of the Objective and Task budgeting method?

It can be difficult to identify specific tasks for budget allocation. Signup and view all the answers

How does the nature of the market influence advertising budget considerations?

It influences the size of the budget based on market competition. Signup and view all the answers

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.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

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.