Integrated Marketing - Final Exam
The three (3) important reasons for setting advertising and promotional objectives: -
Question and answers1) Communications - specific objectives serve as communication
devices and facilitate the coordination of the various groups working on the campaign
2) Planning and Decision Making - advertising and promotion planners are often faced
with strategic options (creative, media, budgeting and sales promotion). Choices are
made based on how well the strategy matches the promotional objective
3) Measurement and Evaluation of Results - specific objectives provides a standard
against which the success of failure of the campaign can be measured. Allows easier
future measurement of success by management.
Integrated marketing communications objectives include: - Question and
answersMarketing Objectives:
- Statements of what is to be accomplished within a given time period
- Defined in terms of measurable outcomes such as sales volume, market share, and
profits
- Achievement of marketing objectives depends on coordination and execution of 4Ps
Communications Objectives
- Statements of what various aspects of the IMC program will accomplish
- Required to deliver the appropriate message to the target audience
- Requires translation of general marketing goals into communication goals and specific
objectives
What does DAGMAR Model mean? - Question and answersDefining Advertising Goals
for Measured Advertising Results
Allocating the promotional budget (factors): - Question and answersClient/Agency
Policies - corporate politics, policies, etc. may all impact the allocation of advertising and
promotions dollars
Market size - size of the market will determine how much money needs to be allocated.
Smaller markets may charge less for media time, may be more easily covered than
larger ones
Market potential - potential for the market must be considered
Market share goals - share goals established by the firm, that is increasing or
maintaining share will impact the allocation decision
, Economies of scale in advertising - some practitioners believe that there are economies
of scale that allows marketers to spend less money due to their past successes. No
evidence to support this theory, however some studies show the opposite is true.
Organizational characteristics - organization's structure, power and politics in the
organizational hierarchy, use of expert opinions, characteristics of the decision-maker,
approval and negotiation channels ,pressure on senior managers to arrive at an optimal
budget
Graham Walls' Four Stages of the Creative Process: - Question and answers1)
Preparation
2) Incubation (an idea incubation process)
3) Illumination
4) Verification
5 ways divergence can be achieved in advertising (Determinants of Creativity): -
Question and answersDivergence - extent to which an ad contains elements that are
novel, different, or unusual. This is achieved in advertising through 5 ways:
Originality: ads that contain rare or surprising elements
Flexibility: ads that contain different ideas or switch perspectives
Elaboration: ads that contain unexpected details or finish and extend basic ideas so that
they become more intricate, complicated or sophisticated
Synthesis: ads that combine, connect, or blend normally unrelated objects or ideas
Artistic value: ads that contain artistic verbal impressions or attractive shapes and colors
Types of Advertising appeals (Advertising Execution): - Question and
answersInformational/rational appeals: focus on consumer's practical, functional or
utilitarian need for the product
Emotional appeals: influence consumers' interpretations of their product usage
experience through transformational advertising.
Ad Execution:
- Humor: can be used as the basis for an advertising appeal, but also as a way of
executing the message and presenting other types of appeals
- Straight-sell or factual message: relies on straightforward presentation of information
Scientific/technical evidence: scientific or technical evidence or info is presented in ad
Demonstration: illustration of key advantages or benefits of the product
The three (3) important reasons for setting advertising and promotional objectives: -
Question and answers1) Communications - specific objectives serve as communication
devices and facilitate the coordination of the various groups working on the campaign
2) Planning and Decision Making - advertising and promotion planners are often faced
with strategic options (creative, media, budgeting and sales promotion). Choices are
made based on how well the strategy matches the promotional objective
3) Measurement and Evaluation of Results - specific objectives provides a standard
against which the success of failure of the campaign can be measured. Allows easier
future measurement of success by management.
Integrated marketing communications objectives include: - Question and
answersMarketing Objectives:
- Statements of what is to be accomplished within a given time period
- Defined in terms of measurable outcomes such as sales volume, market share, and
profits
- Achievement of marketing objectives depends on coordination and execution of 4Ps
Communications Objectives
- Statements of what various aspects of the IMC program will accomplish
- Required to deliver the appropriate message to the target audience
- Requires translation of general marketing goals into communication goals and specific
objectives
What does DAGMAR Model mean? - Question and answersDefining Advertising Goals
for Measured Advertising Results
Allocating the promotional budget (factors): - Question and answersClient/Agency
Policies - corporate politics, policies, etc. may all impact the allocation of advertising and
promotions dollars
Market size - size of the market will determine how much money needs to be allocated.
Smaller markets may charge less for media time, may be more easily covered than
larger ones
Market potential - potential for the market must be considered
Market share goals - share goals established by the firm, that is increasing or
maintaining share will impact the allocation decision
, Economies of scale in advertising - some practitioners believe that there are economies
of scale that allows marketers to spend less money due to their past successes. No
evidence to support this theory, however some studies show the opposite is true.
Organizational characteristics - organization's structure, power and politics in the
organizational hierarchy, use of expert opinions, characteristics of the decision-maker,
approval and negotiation channels ,pressure on senior managers to arrive at an optimal
budget
Graham Walls' Four Stages of the Creative Process: - Question and answers1)
Preparation
2) Incubation (an idea incubation process)
3) Illumination
4) Verification
5 ways divergence can be achieved in advertising (Determinants of Creativity): -
Question and answersDivergence - extent to which an ad contains elements that are
novel, different, or unusual. This is achieved in advertising through 5 ways:
Originality: ads that contain rare or surprising elements
Flexibility: ads that contain different ideas or switch perspectives
Elaboration: ads that contain unexpected details or finish and extend basic ideas so that
they become more intricate, complicated or sophisticated
Synthesis: ads that combine, connect, or blend normally unrelated objects or ideas
Artistic value: ads that contain artistic verbal impressions or attractive shapes and colors
Types of Advertising appeals (Advertising Execution): - Question and
answersInformational/rational appeals: focus on consumer's practical, functional or
utilitarian need for the product
Emotional appeals: influence consumers' interpretations of their product usage
experience through transformational advertising.
Ad Execution:
- Humor: can be used as the basis for an advertising appeal, but also as a way of
executing the message and presenting other types of appeals
- Straight-sell or factual message: relies on straightforward presentation of information
Scientific/technical evidence: scientific or technical evidence or info is presented in ad
Demonstration: illustration of key advantages or benefits of the product
