Imc Exam Study Guide
What is IMC and what is the purpose of it?
Coordination/integration of all mktg comm.. tools/channels/sources within company into seamless program using minimal cost
Maximizes impact on all relevant internal/external audiences
Purpose generate ST financial returns and build LT brand value
The Promotional Mix
Advertising
Paid form of non-personal communication
Direct Marketing
Direct mail, catalogs, telemarketing, etc.
Interactive/Internet Marketing
Back and forth- users participate and modify in real time
Sales Promotion
Deals to increase brand loyalty
Publicity/PR
Controls image of brand by trying to manage publicity and information distributed through it
Publicity Tools cause related events, event sponsorship, publicity vehicles
Publicity Vehicles news releases, feature articles, press conferences, special events
Personal Selling
Publicity vs. Advertising * | * Advertising | * Publicity | * Control | * Great | * Little | * Credibility | * Little | * Higher | * Reach | * Measurable | * Undetermined | * Frequency | * Scheduled | * Undetermined | * Cost | * High/specified | * Low/unspecified | * Flexibility | * High | * Low | * Timing | * Specified | * Tentative |
Maslow’s Hierarchy of Needs
5 Levels:
Physiological
Breathing, food, sex, etc
Safety
Shelter, job, health, etc.
Love/Belonging
Friends, family, sexual intimacy
Esteem
Self esteem, confidence, achievement, respect by/for others
Self Actualization
Moral, creative, spontaneous
Identify need of consumer product appeals to and use in advertising promo
Functional vs. Psychological Benefits/Consequences of Purchasing a Product
Functional how product performs/functions for intended purpose
Psychological how product will make them feel or satisfy a need
Example: Lawnmower
Functional= how short it cuts, gas mileage
Psychological= how neighbors will judge when they see it in use
Need vs.
Coordination/integration of all mktg comm.. tools/channels/sources within company into seamless program using minimal cost
Maximizes impact on all relevant internal/external audiences
Purpose generate ST financial returns and build LT brand value
The Promotional Mix
Advertising
Paid form of non-personal communication
Direct Marketing
Direct mail, catalogs, telemarketing, etc.
Interactive/Internet Marketing
Back and forth- users participate and modify in real time
Sales Promotion
Deals to increase brand loyalty
Publicity/PR
Controls image of brand by trying to manage publicity and information distributed through it
Publicity Tools cause related events, event sponsorship, publicity vehicles
Publicity Vehicles news releases, feature articles, press conferences, special events
Personal Selling
Publicity vs. Advertising * | * Advertising | * Publicity | * Control | * Great | * Little | * Credibility | * Little | * Higher | * Reach | * Measurable | * Undetermined | * Frequency | * Scheduled | * Undetermined | * Cost | * High/specified | * Low/unspecified | * Flexibility | * High | * Low | * Timing | * Specified | * Tentative |
Maslow’s Hierarchy of Needs
5 Levels:
Physiological
Breathing, food, sex, etc
Safety
Shelter, job, health, etc.
Love/Belonging
Friends, family, sexual intimacy
Esteem
Self esteem, confidence, achievement, respect by/for others
Self Actualization
Moral, creative, spontaneous
Identify need of consumer product appeals to and use in advertising promo
Functional vs. Psychological Benefits/Consequences of Purchasing a Product
Functional how product performs/functions for intended purpose
Psychological how product will make them feel or satisfy a need
Example: Lawnmower
Functional= how short it cuts, gas mileage
Psychological= how neighbors will judge when they see it in use
Need vs.