Integrated Marketing Communications Review ch. 18

These flashcards cover key concepts from the Integrated Marketing Communications lecture, including the AIDA model, types of media, and methods for measuring success.

What does the AIDA Model stand for?

Awareness, Interest, Desire, Action.

What is the first step in the AIDA Model?

Awareness: Gaining the attention of the consumer.

What is a key awareness metric?

Top-of-mind awareness.

What follows awareness in the AIDA Model?

Interest: The customer must want to further investigate the product/service.

According to the AIDA Model, what does 'Desire' represent?

The customer expresses that they like and want the product.

What is the ultimate goal of communication in the AIDA Model?

To drive the receiver to action.

What is the Lagged Effect in marketing communications?

Communications do not always have an immediate impact and multiple exposures may be necessary.

List three types of media used in marketing communications.

Paid, Earned, Owned media.

What is the significance of Public Relations in an IMC strategy?

It provides 'free' media attention and has become more important as traditional media costs rise.

Define Personal Selling in marketing communications.

A two-way communication between buyer and seller to influence buying decisions.

What is Direct Marketing?

Communicating directly with target customers to generate a response or transaction.

What are some functions of blogs in online marketing?

Communicate trends, announce events, create positive word-of-mouth, and connect with customers.

What should marketing goals be based on?

The outcomes the firm hopes to achieve, whether short-term or long-term.

What is 'Competitive parity' in budget setting?

Setting the communication budget so that the firm’s share of expenses equals its market share.

Identify one limitation of the 'Percentage-of-sales' budget method.

It may not take into account new marketing plans, such as introducing a new product line.

What is web tracking used for in measuring IMC success?

It helps to assess how well marketing communications are functioning online.