CHAPTER 1 MARKETING/ADVERTISING

What is IMC?

Integrated Marketing Communications: coordinating and integrating all marketing communication tools, avenues, and sources into one seamless program to maximize impact

What are the steps in the communication process?

1. Source

2. Encoding

3. Message

4. Channel

5. Receiver/Decoding

6. Response

7. Feedback

8. Noise

Source

Person or organization that has information to share

Encoding

Putting thoughts, ideas, or information into symbolic form

Message

The information or meaning the source wants to communicate; includes content, structure, and design

Channel

The method through which the message travels from sender to receiver

Receiver

Person or group receiving the message

Decoding

Turn the senders message into thoughts/meaning

Field of Experience

A persons experience, background, age, education, etc. that affect how they interpret communication. sender and receiver need common ground

Noise

Unplanned distortion or interference in the communication process. Example: scrolling past an ad without noticing it

Response

Receivers reaction after seeing/hearing/reading the message

Feedback

The receivers response that gets communicated back to the sender

Mass media

non personal communication channels such as TV, radio, and print

Word of mouth (WOM)

Communication about a product/brand between consumers. Consumers often view information from other people as more credible

Viral marketing

consumers help spread a marketing related message to other consumers

Seeding

Selecting the initial consumers who will begin spreading a message

What is WOMMA

Word of Mouth Marketing Associate; established rules/guides for WOM marketing

Successful WOM should be

credible, respectful, social, measurable, repeatable

Touchpoint

Every opportunity a customer has to see/hear about a company or encounter/experience the brand

4 types of touchpoints

Company-created

Intrinsic

Unexpected

Customer oriented

Which touchpoints have the most marketer control

company-created, but they tend to have the lowest impact

Which touch points tend to have the most impact

unexpected touchpoints but marketers have the least control over them

Paid media

communication channels the marketer pays for, such as Tv, radio, print, or paid ads

Owned media

Communication channels the company controls, such as its website, app, blog, or social accounts

Earned media

Free exposure generated by others, including viral exposure

Major trends affecting communications

Accountability, mobile marketing, integration of media platforms, changes in channel power, global competition, brand parity, customer engagement, convince, cause-related marketing

Brand parity

When consumers view competing brands as providing basically identical attributes. Price becomes more important and loyalty can decline

Cause related marketing

Marketing that connects a brand/company with a social cause

Why is convince increasily important

consumers value products/services and purchasing processes that save time and effort

Standardized global marketing

using essentially the same marketing strategy/message across countries

adapted global marketing

adjusting marketing to fit local cultures, languages, preferences, or conditions

why is nike an IMC example

consistent messaging/slogan combined with many media channels, including social, TV, print, and out of home