integrated marketing communications ch 1,2,4,5
omnichannel retailing
- One of the major trends in marketing that has emerged over the past decade - providing a seamless shopping experience across all channels, like online, in-store, and mobile, so customers can interact and purchase from a brand wherever and however they want.
perception
- how consumers sense external information, how they select & attend to various sources of information & how this information is interpreted - the individual process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events - depends on internal factors such as a person's beliefs, experiences, needs, moods & expectations
direct marketing
- one of the fastest growing sectors of the US economy - organizations communicate directly with target customers to generate a response and/or a transaction
direct response advertising
- one of the major tools of direct marketing - where a product is promoted through an ad that encourages the customer to purchase directly from the manufacturer - traditionally, direct mail has been the primary source for direct response advertising, but television and Internet have become increasingly important
brand equity
- the added value a brand name gives to a product beyond the functional benefits provided - allows a brand to earn greater sales volume and/or higher margins than it could without the name
why isn't IMC always integrated?
- tradition of separating communication tools - influence of specialized outside suppliers - resistance of outsider suppliers to broaden their functions rapidly - changing media environment
the promotional mix
A carefully planned and controlled promotional program that use basic tools to accomplish an organizations communication objectives. Four elements include - advertising, sales promotion, publicity/PR and personal selling.
promotional push strategy
A strategy in which advertising and promotional efforts are targeted to the trade to attempt to get them to promote and sell the product to the ultimate consumer.
DASANI's primary competitor in the mainstream segment or category of the bottled water market is which of the following brands?
Aquafina
brand identity
Combination of name, logo, symbols, design, packaging, and image of associations held by consumers
Which of the following strategies from the four brands will make Sarah have the most favorable attitude?
Cony decided to wage an aggressive price war, as a result of which Sarah's belief rating about Cony's performance on Low Price is now "2."
In computing Sarah's attitudes toward the four brands of LCD HDTVs, which brand(s) does she have the most favorable attitude toward?
Dizzy-O and Panoramic (tie)
Dizzy-O and Panoramic are fierce competitors in the marketplace, and have each decided to introduce new models in the 42-inch LCD HDTV category. Dizzy-O's new model has a sleeker look than its predecessor, and Panoramic's new model has a reduced price compared to its predecessor. Sarah re-evaluated her belief ratings for the two brands, and concluded that Dizzy-O's rating on Sleek Looks was now "4" (as compared to her initial rating of "5"), and Panoramic's rating on Low Price was now "4" (as compared to her initial rating of "5"). None of the other belief ratings for these two brands had changed in her mind. Based on these revised belief ratings, which of the following statements is true?
Dizzy-O is Sarah's favorite brand.
ch 4. In computing Sarah's attitudes towards the four brands of LCD HDTVs, which brand(s) does she have the least favorable attitude toward?
Fillip
internal vs external search
Internal: his or her own memory and knowledge about the product, past experiences External: the buyer seeks information outside personal knowledge
elements of marketing mix
Product, Price, Place(distribution), Promotion
communication objectives
Refers to what the firm seeks to accomplish within it's promotional program May include creating awareness or knowledge about a product and it's attributes or benefits, creating an image, or developing favorable attitudes
ch 1. Which of the following describes the strategy used by the Coca Cola Co. to enter the burgeoning bottled water market?
The company developed a new brand of bottled water and named it DASANI.
selective perception
The process by which individuals perceive what they want to in media messages.
selective exposure
The process through which people consciously choose to get the news from information sources that have viewpoints compatible with their own.
For marketers of LCD HDTVs trying to influence consumers' attitudes, which of the following strategies would you recommend?
To predict attitudes of different segments of consumers, marketers must first know the importance that each segment attaches to different attributes.
direct channels
a marketing channel where a producer and ultimate consumer interact directly with one another
selective retention
a process whereby a consumer remembers only that information that supports his or her personal beliefs
ch 5. Beyond Burgers positions the brand as reducing one's carbon footprint by offering buyers a plant-based burger and reducing the rate of consumption of animal products. Consumers are eager to try the product after hearing the brand's message and elaborating on the motivation that they are helping to save the planet. This element of the consumer response pattern is defined as
a support argument
operant conditioning
a type of learning in which behavior is strengthened if followed by a reinforcer or diminished if followed by a punisher offer/reward
classical conditioning
a type of learning in which one learns to link two or more stimuli and anticipate events relates brand with feelings
Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the message is popular TV show host, Ellen DeGeneres, who very actively promotes the fact she is vegan. The director of the ad sets the campaign in northern California backgrounds and presents the tone in a sepia, faded brown, color to convey an enduring time effect of the message. Response to the ad is not high and results in lowered sales during the period the campaign airs. The effect of the cognitive response is due to
ad execution thoughts
A key component of Under Armour's women's market was to target the consumer
by letting the women define what is beautiful
IMC
coordinating the various promotional mix elements with each other & other elements of the brands marketing mix such that all elements speak with one voice.
ch 2. When Under Armour created the IMC for the women's market, the positioning strategy was to
define the shoe as one that had far more than just color and style
differentiated vs undifferentiated marketing
differentiated- involves marketing in a number of segments, developing separate marketing strategies for each undifferentiated- involves ignoring segment differences and offering just one product or service to the entire market
The primary tool Under Armour employed to reach the women's market and create awareness for this segment which was substantially larger than the men's market was
digital media
The vice president of innovation notes that one of the goals of the Coca-Cola Co. is to have its products "within an arm's reach of desire." This goal stresses the importance of which of the following elements of the marketing mix?
distribution
Demographic segmentation
divides the market on the basis of demographic variables such as age, sex, family size, education, income, and social class
psychographic segmentation
divides the market on the basis of personality, lifecycles, and/or lifestyles
functional vs psychosocial consequences
functional- concrete outcomes of product or service usage that are tangible & directly experienced by consumers psychosocial- abstract outcomes that are more intangible, subjective & personal
internal vs external analysis
internal - assesses relevant areas involving the product/service offering and the firm itself external - focuses on factors such as characteristics from the firms customers, market segments, positioning strategies, and competitors
selective comprehension
interpreting information so that it is consistent with your attitudes and beliefs
mnemonics
learning aids, strategies, and devices that improve recall through the use of retrieval cues
geographic segmentation
markets are divided into different geographic units. These units may include nations, state, counties, or even neighborhoods
publicity
non-personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship
Maslow's Hierarchy of Needs
one of the most popular approaches to understanding consumer motivations physiological, safety, love/belonging, esteem, self-actualization
difference between paid media, owned media, and earned media
paid media - channels a marketer pays to leverage such as television, radio, print, and direct mail as well as forms of digital advertising such as page search, online display and video ads. owned media - channels of marketing communication that a company controls such as websites, blogs and mobile apps as well as social media earned media - exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public.
The ingredients of the plant-based burgers are mixed and fed into a food extrusion machine that cooks the mixture while forcing it through a specially designed mechanism that uses steam, pressure, and cold water to form the product's texture which replicates beef. In reality, the food is very extensively processed and is much like McDonald's McRib. However, consumers dismiss thoughts of substantial levels of processing and create positive attitudes about eating a vegan substitute for beef. They are using which element of the cognitive processing model?
peripheral route of the ELM
The "What's Beautiful" campaign
positioned the shoe as primarily for professional women
integrated marketing communications plan
provides the framework for developing, implementing, and controlling the organization's IMC program
marketing objectives
refers to what is to be accomplished by the overall marketing program often stated in terms of sales, market share, or profitability
Impossibly Good Burgers cannot claim that its product is non-GMO. In fact, the yeast used in the mung bean protein is definitively GMO. To overcome this possibly negatively perceived attribute, Impossibly Good Burgers hires Oprah as the spokesperson to promote the product in both a TV and social media campaign. Using Oprah is defined as trying to create which cognitive response from the target market?
source bolster
promotional pull strategy
spending money on advertising and sales promotion efforts directed toward the ultimate consumer
Mary considers both brands of plant-based burgers as she is very concerned about eating organically-grown food. She reads the packages and finds no indication either is organic. In research online, she discovers neither brand of burger is organic due to all the processing of the plant-based substance and the processing additives. She decides not to buy either brand and chooses to buy salad ingredients and eat organic plants directly. Mary's decision was made using what cognitive model?
the central route of the ELM
selective attention
the focusing of conscious awareness on a particular stimulus while excluding others
subliminal perception
the processing of information by sensory systems without conscious awareness
Which of the following were part(s) of the strategy used by the Coca-Cola Co. in choosing DASANI as the brand name for its bottled water?
to communicate a fresh, healthy image for the brand with a premium position
The media strategy Under Armour used to target the women's segment
used a combination of traditional and digital media
Concentrated marketing
used when the firm selects one segment and attempts to capture a large share of this market
Which of the following best describes the purchase motives that DASANI is appealing to with its advertising and other integrated marketing communications tools?
value and emotions associated with water
indirect channels
where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer.
