Integrated Marketing Test 1
1980 - Question and answersadvertising and sales promotion were the dominant forms
of marketing communication used by most companies
Marketing Original Definition - Question and answersthe process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational objectives; This
definition focused on exchange as the main concept in marketing and the use of basic
marketing activities to create and sustain relationships
Exchange - Question and answersmust be two or more parties with something of value
to one another, a desire and ability to give up that something to the other party and a
way to communicate with each other
Marketing Updated Definition - Question and answersactivity, set of institutions and
processes for creating, communicating, delivering and exchanging offerings that have
value for customers, clients, partners and society at large; More reflective of the role of
non-marketers to the marketing process; recognizes the role marketing plays in the
process of creating value for customers as well as society at large
Value - Question and answerscustomer's perception of all of the benefits of a product or
service weighed against all the costs of acquiring and consuming it
Benefits - Question and answerscan be functional, experiential and/or psychological
Functional Benefits - Question and answersperformance of the product
Experiential - Question and answerswhat it feels like to use the product
Psychological - Question and answersfeelings such as self-esteem or status
Marketing Mix - Question and answersthe controllable elements of a marketing program
including product, price, promotion and place (4 P's); Basic task of marketing is to
combine these four elements into a marketing program to facilitate the potential for
exchange with customers in the marketplace
Integrated Marketing Communications - Question and answersinvolves coordinating the
various promotional elements and other marketing activities that communicate with a
firm's customers; Involves customers, consumers, prospects, employees, associates
and other targeted relevant external and internal audience; Goal is to generate short
term $$$ returns and long term brand shareholder value
Concept of Integration - Question and answerscombining or coordinating separate
elements so as to provide a harmonious integrated whole
,Logic of Integration - Question and answerscommunications emanating from a single
strategic platform will be more effective than those that are independent and not
coordinated
Reality of Integration - Question and answerscompanies must consider how a variety of
MARCOM tools can be used to deliver messages about their company and/or brands
Effective Integration - Question and answersbegins with discipline excellence; requires
individuals in various disciplines to think about how they contribute to the overall
process and outcome rather than their own specific goals
Value of IMC - Question and answersavoids duplication of marketing efforts; synergy
among promotional tools; more efficient and effective marketing
Role in Branding - Question and answershelps develop and sustain brand identity and
brand equity; recognizes the need for companies to connect with consumer based on
trust, transparency and authenticity
Traditional Media - Question and answerstelevision, radio, newspaper, magazine,
outdoor, direct mail
Traditional but Different - Question and answersPR, product placements, sponsorships,
event
New Media - Question and answersinternet/interactive, wireless, podcasts, search ads,
social media, blogs, video games, branded content
Power Shift - Question and answersmanufacturers to retailers
Advertising - Question and answersany paid form of non-personal communication about
an organization, product, service or idea by an identified sponsor
Direct Marketing - Question and answerscommunicate directly with target customers to
generate a response and/or a transaction; Traditionally this hasn't been an element of
the promotional mix; since it has become an integral part of IMC many orgs consider it a
part of their promotional mix
IMC contact or touch points - Question and answerscontrol vs impact
Contact - Question and answerseach and every opportunity the consumer has to see or
hear about the company and/or its brands or has an encounter or experience with it; Not
all contact points are equal; some are more influential than others
Company created touch points - Question and answersplanned marketing
communication messages created by the company such as ads, websites, news,
, packaging, sales, and point of purchase displays; high ability to control/influence & low
in terms of impact
Intrinsic touch points - Question and answersinteractions that occur with a company or
brand during the process of buying or using the product or service such as discussions
with retail sales workers or customer service reps
Unexpected touch points - Question and answersunanticipated references or
information about a company or brand that a customer or prospect receives that is
beyond the control of the organization; high impact (most impactful) & low ability to
control
Customer initiated touch points - Question and answersinteractions that occur whenever
a customer or prospect contacts a company; most involve inquiries or complaints
consumers might have regarding the product or service
IMC Planning Model Book Version - Question and answers(1) Review of marketing plan
(2) analysis of promotional program situation (3) analysis of communication process (4)
budget determination (5) develop integrated marketing communications program (6)
integrate and implement marketing communications strategies (7) monitor, evaluate and
control integrated marketing communications program
CC Communication Strategy - Question and answers
CC Target Market - Question and answersdemographic focus on males 30-39 but target
every guy moving beyond post-frat days looking for strong and simple expressions of
manhood
CC Positioning - Question and answerswant to embrace their image as something your
dad drank
CC Communication Objectives - Question and answersget back to one of the top drinks
CC Communication Budget - Question and answers$2-$5 million; not a whole lot of
money to change the product completely
CC Big Idea - Question and answersbring masculinity back to whisky cocktails; "Damn
right your dad drank it"; increased by 4.4%; restore top of mind awareness to the brand
& increase consideration around bar call
Steps in IMC Planning Model - Question and answers(1) Executive Summary (2)
Situation Analysis (3) Communication Strategy (4) Execution (5) IMC Plan
Implementation (6) IMC Plan Controls—Measures
Situational Analysis - Question and answersLay of the Land
1980 - Question and answersadvertising and sales promotion were the dominant forms
of marketing communication used by most companies
Marketing Original Definition - Question and answersthe process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational objectives; This
definition focused on exchange as the main concept in marketing and the use of basic
marketing activities to create and sustain relationships
Exchange - Question and answersmust be two or more parties with something of value
to one another, a desire and ability to give up that something to the other party and a
way to communicate with each other
Marketing Updated Definition - Question and answersactivity, set of institutions and
processes for creating, communicating, delivering and exchanging offerings that have
value for customers, clients, partners and society at large; More reflective of the role of
non-marketers to the marketing process; recognizes the role marketing plays in the
process of creating value for customers as well as society at large
Value - Question and answerscustomer's perception of all of the benefits of a product or
service weighed against all the costs of acquiring and consuming it
Benefits - Question and answerscan be functional, experiential and/or psychological
Functional Benefits - Question and answersperformance of the product
Experiential - Question and answerswhat it feels like to use the product
Psychological - Question and answersfeelings such as self-esteem or status
Marketing Mix - Question and answersthe controllable elements of a marketing program
including product, price, promotion and place (4 P's); Basic task of marketing is to
combine these four elements into a marketing program to facilitate the potential for
exchange with customers in the marketplace
Integrated Marketing Communications - Question and answersinvolves coordinating the
various promotional elements and other marketing activities that communicate with a
firm's customers; Involves customers, consumers, prospects, employees, associates
and other targeted relevant external and internal audience; Goal is to generate short
term $$$ returns and long term brand shareholder value
Concept of Integration - Question and answerscombining or coordinating separate
elements so as to provide a harmonious integrated whole
,Logic of Integration - Question and answerscommunications emanating from a single
strategic platform will be more effective than those that are independent and not
coordinated
Reality of Integration - Question and answerscompanies must consider how a variety of
MARCOM tools can be used to deliver messages about their company and/or brands
Effective Integration - Question and answersbegins with discipline excellence; requires
individuals in various disciplines to think about how they contribute to the overall
process and outcome rather than their own specific goals
Value of IMC - Question and answersavoids duplication of marketing efforts; synergy
among promotional tools; more efficient and effective marketing
Role in Branding - Question and answershelps develop and sustain brand identity and
brand equity; recognizes the need for companies to connect with consumer based on
trust, transparency and authenticity
Traditional Media - Question and answerstelevision, radio, newspaper, magazine,
outdoor, direct mail
Traditional but Different - Question and answersPR, product placements, sponsorships,
event
New Media - Question and answersinternet/interactive, wireless, podcasts, search ads,
social media, blogs, video games, branded content
Power Shift - Question and answersmanufacturers to retailers
Advertising - Question and answersany paid form of non-personal communication about
an organization, product, service or idea by an identified sponsor
Direct Marketing - Question and answerscommunicate directly with target customers to
generate a response and/or a transaction; Traditionally this hasn't been an element of
the promotional mix; since it has become an integral part of IMC many orgs consider it a
part of their promotional mix
IMC contact or touch points - Question and answerscontrol vs impact
Contact - Question and answerseach and every opportunity the consumer has to see or
hear about the company and/or its brands or has an encounter or experience with it; Not
all contact points are equal; some are more influential than others
Company created touch points - Question and answersplanned marketing
communication messages created by the company such as ads, websites, news,
, packaging, sales, and point of purchase displays; high ability to control/influence & low
in terms of impact
Intrinsic touch points - Question and answersinteractions that occur with a company or
brand during the process of buying or using the product or service such as discussions
with retail sales workers or customer service reps
Unexpected touch points - Question and answersunanticipated references or
information about a company or brand that a customer or prospect receives that is
beyond the control of the organization; high impact (most impactful) & low ability to
control
Customer initiated touch points - Question and answersinteractions that occur whenever
a customer or prospect contacts a company; most involve inquiries or complaints
consumers might have regarding the product or service
IMC Planning Model Book Version - Question and answers(1) Review of marketing plan
(2) analysis of promotional program situation (3) analysis of communication process (4)
budget determination (5) develop integrated marketing communications program (6)
integrate and implement marketing communications strategies (7) monitor, evaluate and
control integrated marketing communications program
CC Communication Strategy - Question and answers
CC Target Market - Question and answersdemographic focus on males 30-39 but target
every guy moving beyond post-frat days looking for strong and simple expressions of
manhood
CC Positioning - Question and answerswant to embrace their image as something your
dad drank
CC Communication Objectives - Question and answersget back to one of the top drinks
CC Communication Budget - Question and answers$2-$5 million; not a whole lot of
money to change the product completely
CC Big Idea - Question and answersbring masculinity back to whisky cocktails; "Damn
right your dad drank it"; increased by 4.4%; restore top of mind awareness to the brand
& increase consideration around bar call
Steps in IMC Planning Model - Question and answers(1) Executive Summary (2)
Situation Analysis (3) Communication Strategy (4) Execution (5) IMC Plan
Implementation (6) IMC Plan Controls—Measures
Situational Analysis - Question and answersLay of the Land
