Marketing, Promotion, IMC and Advertising - Lecture Notes

Practice flashcards covering key concepts from the lecture notes on marketing, IMC, advertising, and related branding topics.

What is marketing?

Marketing is the process of planning and executing the concept, price, promotion, and distribution of goods and services to create exchanges that satisfy individual and organizational goals.

What is the main purpose of marketing beyond making a sale?

To create exchange and build long-term relationships with customers, so they return for repeat purchases rather than a one-time transaction.

How do marketing and advertising differ?

Advertising is a component of promotion within marketing; marketing is the broader framework that includes product, price, place, and promotion.

What is relationship marketing?

A marketing approach focused on developing and sustaining long-term relationships with customers by delivering ongoing value and creating reasons to buy repeatedly.

What is value in marketing?

The customer's perception of the overall benefits from a product or service relative to the costs.

What are the four P's in marketing?

Product, Price, Place (distribution), Promotion.

What does Integrated Marketing Communications (IMC) aim to do?

IMC presents one look and one voice across all media to deliver consistent messaging and maximize impact.

Why do firms use IMC?

To maintain consistent messaging across channels, build a strong brand identity, and improve promotional effectiveness.

What is Coca-Cola's 'Open Happiness' campaign?

A branding effort that emphasizes emotion and brand image over taste differences to create a positive association with Coca-Cola.

How is IMC demonstrated in the Smart Car campaign?

By coordinating multiple channels (TV, outdoor, etc.) to convey a unified message about the car's small size and flexibility.

What role do data and digital media play in IMC?

Data enables personalized messaging, online marketing, and outcome measurement; digital channels and retailers gain more influence in targeting and effectiveness.

What is advertising?

Paid, non-personal communication about an organization, product, or service with an identified sponsor, typically using mass media.

Why are Super Bowl ads expensive?

They command high reach and large audiences; a 30-second spot can cost around $7 million, but the program delivers extensive exposure.

What strategy did GEICO use to reduce YouTube ad skipping?

A three-second engaging hook that makes viewers interested in watching the rest of the ad, reducing skip-through rates.

What are the two broad targeting approaches in advertising?

National advertising (nationwide reach) and local advertising (geographically targeted).

What is primary demand advertising?

Advertising that promotes the product category or industry as a whole (e.g., the got milk campaign encouraging milk consumption).

What is selective (brand) demand advertising?

Advertising that focuses on generating demand for a specific company or brand.

What was Monster.com's national advertising strategy?

A nationwide campaign using TV and online channels (YouTube, Instagram) plus outdoor ads to build brand presence and assist job seekers.

What was AeroMexico's DNA discount campaign?

A nationwide/local campaign offering discounts based on the percentage of Mexican ancestry to attract U.S. travelers; sparked discussion about continuation versus one-time promotion due to costs and brand impact.

What is brand identity and brand equity?

Brand identity is the combination of name, logo, symbol, design, and packaging that makes a brand recognizable; brand equity is the financial value of the brand based on recognition, loyalty, and perceived value.

What promotional tools does IMC include?

Advertising, Direct Marketing, Interactive/Internet Marketing, Sales Promotion, Public Relations, and Personal Selling.

What is the difference between primary demand and selective demand advertising?

Primary demand advertising promotes the overall product category; selective (brand) demand advertising targets a specific company or brand.

Why has IMC become more popular recently?

Media fragmentation and the rise of digital channels require coordinated messaging and measurable outcomes across channels.

What is the role of retailers in the IMC landscape?

Retailers have significant power in distribution; manufacturers may offer incentives (e.g., discounts) to secure shelf space and drive sales.

What does 'one voice' mean in IMC?

A single, consistent message and appearance across all promotional channels to reinforce brand identity.

How does IMC relate to brand identity and brand equity?

IMC strengthens brand identity, which in turn builds and sustains brand equity over time.

What role does PR play in campaigns and crisis management?

Public relations can manage crises, shape public perception, and handle reactions on social media; crises like the Sydney Sweeney example illustrate this.

What is the difference between mass media and non-personal media in advertising?

Mass media are non-personal channels like TV and newspapers; non-personal means there is no direct conversation between advertiser and consumer.

Which marketing channel is often used to reach large audiences quickly?

Mass media channels such as television (including Super Bowl ads) and national campaigns.

What is the purpose of the 'promotion' in marketing?

To communicate the value of a product or service and support the exchange, using tools like advertising, PR, and personal selling as part of IMC.