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15 Cards in this Set
- Front
- Back
IMC
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relationship marketing
- interactively engage a specific individual/target audience - using specific message - thru specific media outlets |
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IMC goal
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- to build a long-term relationship between buyer and seller
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IMC focus
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- use of alternative/promotional methods
eg direct marketing, sales promotion, internet - ensures message is remembered (to create brand loyalty) |
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THEREFORE
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IMC is a process building a relationship with the target
- involves developing a product, offer a service (that meets the specific needs of the individual) with the product performance and quality. |
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IMC FAILS
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- when it's a communication effort rather than a corporate philosophy expressed
- parity of advertising with one-image/one-tone of voice approach |
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ACTUALLY IMC
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- comprises all aspects and any interaction points of planned/unplanned communication between brand, service or corporation and target audience, and is affected by both inside and outside audience
keywords (contact point), internal/external stakeholders |
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Planned contact
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external (includes outside advertising and promotions to reach target)
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unplanned contact
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internal
less controlled (employee gossip, word-of-mouth-government/media investigation, customer service initiatives, how sales associates greet clienteles, product quality & performance, sales tactices, packing, price, distribution etc) |
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what drives IMC
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- absorbed with corporate philosophy
- to ensure target receives consistent messages and reliable product/service |
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issues in IMC planning
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1 - research
2 - database development 3 - use of internet 4 - employ correct media tactics 5 - building brand loyalty consumers 6 - creative an interactive relationship 7 - brand development 8 - project consistent verbal/visual message 9 - promotional and media mix 10 - evaluation |
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Traditional Adv
- conventional/print/broadcast - message general - one-way - advertising over pr, sales promotion etc |
IMC
- uses related methods based on target & coordinates/integrates into one message - personalized (to target) communicate clients' message, key benefits in consistent & cohesive manner - develop an image that is recognisable - co-ordinates advertising efforts verbally & visually to answer audience's question what's in it for me |
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Creative Strategy Statment
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creative - unique individual ideas
strategy - plan to accomplish the creative idea/concept sends right visual/verbal message to right audience thru right media to achieve overall communication objective IMC focus on consumer (4cs) |
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2 Points
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1 - Communication objectives
2 - Creative strategy statement |
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Communication objectives
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determined by problems and market opportunities that the product has to solve to overcome the problems
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Creative strategy statement
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1 - target audience (primary & secondary)
2 - competition (competitor's strategy) 3 - key-benefit (what is most important/beneficial to target) 4 - promotional mix |