Lecture 2: IMC in the Marketing Process

Advertising is a [blank_start]paid[blank_end] form of [blank_start]non-personal[blank_end] communication about an organisation, product, service, or idea by an identified sponsor (e.g. Business firms, individuals, non-profit organisations)

Opportunity Analysis includes identifying;

Competitive Analysis includes identifying;

Target market selection includes;

What is the target marketing process;

Which of these are customer characteristics;

Roy Morgan defines value segments as an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour.

An [blank_start]undifferentiated[blank_end] segmenting approach includes ignoring segment differences and offering just one product or service to the entire market

A [blank_start]differentiated[blank_end] market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each

A [blank_start]concentrated[blank_end] market segmenting approach includes selecting a segment and attempting to capture a large share of this market

After eventually selecting the target market, the good or service must be positioned in the target’s mind.

Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition.

All elements of the marketing mix need not be consistent with one another and should not contribute to the overall IMC program.

Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.

Advertising does not help create and maintain brand equity.

Brand equity is an intangible asset of added value or goodwill resulting from the favourable image, impressions of differentiation, &/or the strength of consumer attachment to a company name, brand name, or trademark.

Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.

Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.

The role of packaging has changed because of the self-service emphasis of many stores and as many as two-thirds of all purchases made in the supermarket are unplanned.

Packaging does not create a distinctive brand image and identity

Factors which must be considered when pricing a product include;

Distribution channel decisions involve selecting, managing, motivating intermediaries (sometimes, called resellers) so that a product is available for use or consumption by customers.

Choosing a location or place that is [blank_start]inconsistent[blank_end] with the price and product decisions could communicate something that is [blank_start]not desirable[blank_end].

A [blank_start]'push policy'[blank_end] promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.

A [blank_start]'pull policy'[blank_end] form of promotional decision involves products flowing through a producer, wholesaler, retailer, and then to a consumer whereas information flows from the producer to the consumer and then back through to the retailer, wholesaler, and eventually reaching the producer.

Which of these are participants in the IMC process;

An advertiser is the organisation with the goods, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.

An [blank_start]advertising agency[blank_end] is a company that specialises in the creation, production, and/or placement of advertising [blank_start]messages[blank_end] and may provide other services that facilitate the marketing communications process.

Marketing, communications, and promotions services provided by a full-service agency include:

Account services is the link between the ad agency and its clients

An account executive understands the advertiser’s marketing and promotion needs, interprets them to agency personnel, and presents agency recommendations to obtain client approval

[blank_start]The research department[blank_end]: gathers, analyses, and interprets useful information [blank_start]Account planners[blank_end]: gather information that is relevant to the client’s product or service [blank_start]Media department[blank_end]: analyses, selects, and contracts for space or time in the media

[blank_start]Creative services[blank_end] involve the creation and execution of advertisements [blank_start]Copywriters[blank_end] conceive ideas for the ads and write the headlines, subheads, and body copy [blank_start]The Art department[blank_end] is responsible for how the ad looks [blank_start]The Traffic department[blank_end] coordinates all phases of production

Creative boutique agencies are small ad agencies that provide only creative services

Media specialist companies are media buying organisations which implement strategies, and buy time and space.

Media organisations are those which function to provide information/entertainment to subscribers, viewers, or readers while offering marketers an environment for the firm’s marketing communication messages.

Direct marketing agencies provide the following services;

Sales promotion agencies are involved with the developing and managing of sales promotion programs

Sales promotion agencies provide the following services;

A public relations firm develops and implements programs to manage an organisation’s;

Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;

[blank_start]Direct Marketing[blank_end] is where organisations communicate directly with target customers to generate a response and/or a transaction

[blank_start]Interactive/internet[blank_end] marketing allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time

[blank_start]Sales promotion[blank_end] are those marketing activities that provide extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales

[blank_start]Publicity[blank_end] is the non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship – news stories, editorials etc.

[blank_start]Public relations[blank_end] is a management function which manages and controls a program of action to earn public understanding and acceptance

Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea