IMC & Marketing Communications Flashcards

A comprehensive set of flashcards designed for students to review key concepts and terms related to Integrated Marketing Communications.

Noise

Any interference in a message.

Encoding

The conversion of the sender's ideas into a message.

Noise

A discrepancy between encoding and decoding that occurs from competing messages or unclear communication.

Communication Channel

The medium that carries the message (e.g., print, TV, radio).

User

A receiver that likely affects how they decode a print ad.

Receiver

The person that processes the information in a message or ad.

False

Marketers should change their messages for different audiences leads to this statement being true.

Decoding

Interpretation of the message by the receiver.

AIDA Model

The most common model for moving consumers through mental stages.

Noise

Interference from competing messages or unclear communication.

Awareness

The first component of the AIDA model.

Interprets

What decoding actually means for the receiver.

Awareness

Metrics that measure a potential customer's brand recognition or recall.

Decode the message differently

Different people may interpret a brand’s logo or ad because of this reason.

Aided Recall

Seeing and recognizing a logo in a magazine.

Different Marketing Strategies

How a company should market to both retailers and consumers.

Paddywax

An example of a brand that would NOT likely have top-of-mind awareness.

AIDA Model

‘Think, feel, do’ is formally defined as this.

Memorable Brand

The most important factor for building top-of-mind awareness.

Awareness, Interest, Desire

Stages of the AIDA model include these three components.

Interest

The stage that comes after awareness in the AIDA model.

Brand Awareness

Describes the strength of the brand-product association.

Desire

The third component of the AIDA model.

Aided Recall

Awareness metric based on recognition when presented with the name.

Action

The final component of the AIDA model.

Top-of-Mind Awareness

Means the brand has high visibility among consumers.

Lagged Effect

What makes campaign effectiveness hard to assess right away.

Adopting a Generic Look

NOT ideal for building top-of-mind awareness.

Offline and Online, Passive and Interactive

Two axes for viewing marketing channels.

Unique Attributes

Best way to raise interest in an ad.

Advertising

Activity of placing messages in mass media to persuade a target market.

Like; Want

Moving from interest to desire in AIDA represents this transition.

Public Relations

Helps achieve positive media relationships and handling unfavorable stories.

Purchase the Product or Service

The ultimate goal of marketing communication.

Sales Promotions

Coupons, contests, and displays are examples.

Lagged Effect

A delayed consumer response.

Personal Selling

Occurs face-to-face, over the phone, videoconferencing, or over the Internet.

IMC

Combines channels to exceed the impact of individual ones.

Direct Marketing

Includes mobile marketing and emails.

Advertising

The most visible IMC component.

Company Websites

Should share product features, where to purchase, and reviews.

Public Relations

Manages firm communications and supports promotions.

Blog

A webpage with periodic posts about products or services.

Promotions

Includes coupons, rebates, contests, free samples, and displays.

False

Firms should avoid focusing on long-term goals when launching IMC leads to this.

Personal Selling

An IMC strategy with two-way communication to influence purchase.

Objective-and-Task Budgeting

Includes setting objectives, choosing media, and identifying communication costs.

Direct Marketing

Involves communicating with target customers to elicit a response or transaction.

True

Statements about measuring campaigns include the use of metrics and lagged effects complicate measurement.

Websites

Firms rely more on communication through these platforms.

GRP

Equals Reach times Frequency.

True

A blog should be transparent and honest.

False

Social shopping involves sending emails about products leads to this.

Social Shopping

Using the Internet to share preferences is called this.

Specific and Measurable

Goal-setting for IMC campaigns should be defined as.

Google Ads

Example of a search engine marketing tool.

Objective-and-Task

Budget method involving objectives and task-setting.

Impressions

Number of times an ad is seen by a user.

False

Should marketers expect immediate campaign results leads to this.

Reach

Percentage of target population exposed to an ad at least once.

True

SEM helps a website appear at the top of search results.

Click-Through Rate

In SEM, calculated as clicks divided by impressions.

Place

The 'P' Starbucks uses when saturating the market.

False

Service retailers being a small and shrinking sector represents this statement.

Promotion

The 'P' a retailer uses when advertising in various media.

Price, Promotion, Personnel

Three of the six Ps marketers use in retail strategy.

Atmospherics

Controllable presentation characteristics of a store (e.g., lighting, layout, music).

Target Market

How retailers satisfy customer needs through product assortment and services.

Personnel

The 'P' involved when a manufacturer trains a retailer on new product usage.

Product

What is most important when determining how to position a brand.

Place

Under which 'P' Starbucks uses a saturation strategy.

Greater Variety of Products

True about the Internet channel compared to store and catalog channels.

Advertising

A paid form of communication delivered through media.

Advertising

The most visible form of marketing communications.

Advertising

Paid communication from an identifiable source.

Informative Advertising

Used to build awareness in early stages.

Reminder Advertising

Used in the maturity stage to keep products in mind.

Product-Focused Advertising

Informs, persuades, or reminds about specific offerings.

Institutional Advertising

Focuses on promoting an organization rather than products.

Persuasive Advertising

Used to motivate consumers when competition is high.

Public Service Advertising

Aims to improve society and raise awareness about social issues.

Social Marketing

Public service advertising falls under this marketing category.

Advertising Plan

Identifies objectives and strategies and measures success.

Unique Selling Proposition

Common theme or slogan that differentiates a product.

Specific and Measurable

Advertising campaign objectives should be described this way.

Increase Company Profitability

NOT a well-stated ad campaign objective.

Advertising Budget

Influenced by product life cycle stage and campaign objectives.

Pull Strategy

Motivates consumers to demand the product.

Push Strategy

Relies on channel members to promote and sell the product.

The Message

Provides the target audience with reasons to respond.

Informational and Emotional Appeals

Advertisers combine these types of appeals.

Informational Appeal

Provides facts to help consumers see the product favorably.

Effective Appeal

Decided in the second step of conveying a message.

Ad’s Execution Style

Must match the medium and objectives.

Consistency Across Styles

A key consideration when using multiple media.

Creativity

Should not overshadow the ad’s message.

Media Buy

The purchase of airtime or print space for advertising.

Television Advertising

Has disadvantages including expense and inflexibility.