MOS 3322 MIDTERM STUDY GUIDE
Week 1: Intro to course and to IMC
IMC: Client - Answer -- Advertising Agencies
o Research
o Media buying
- Public Relations (PR) Firm
o Experiential Marketing Firms
- Sales Promotion Companies
- Direct Marketing Companies
-Digital Agencies
Integrated Marketing Communications - Answer -- The coordination of all marketing
communications in a unified program that maximizes the impact on the intended target
audience
- Organizations need complete solutions to communications.
- Today's environments are rapidly changing due to the strong influence of technology.
- Consumption of media is changing.
- Must deliver same message through a variety of media to have synergistic impact on
the target market.
The Integrated Marketing Communications Mix (IMC: elements) - Answer --advertising
-public relations
-sales promotions
-personal selling
-experimental marketing
-direct response
-digital (interactive) communications
Factors Encouraging IMC - Answer -- Media consumption trends
- Customer relationship management (CRM)
- Expanding role of database management techniques
- Digital communications technologies
- Demand for efficiency and accountability
Advertising - Answer -- Advertising is the placement of persuasive messages in time or
space purchased in any of the mass media by organizations that seek to inform and
persuade members of a target market about their products, services, organization, or
ideas.
- In the context of the integrated marketing communications mix, good advertising
(advertising that has an impact on the audience) will influence the behaviour of that
audience—that is its primary function. Once a positive attitude toward a specific product
,or company is created in the customer's mind, that customer may be motivated to
purchase the product or look favorably upon it.
- A paid, persuasive form of marketing communications designed to stimulate a positive
response from a defined target market.
Product Advertising - Answer -§ Product advertising provides information and helps
build an image for the product, whether it's a brand or a company, by presenting the
features, attributes, and benefits of the product in a persuasive manner.
Promotional Advertising - Answer -§ Promotional advertising is designed to accomplish
a specific task—usually to communicate a specific offer in order to elicit some type of
immediate response from the customer.
§ Including a coupon or contest promotion with a print advertisement, for example, is a
form of promotional advertising.
Direct Response Communications - Answer -- Involves the delivery of a message to a
target audience of one.
o Direct Mail
o Direct Response Television (DRTV)
o Telemarketing
o Mobile Communications
- This segment of the communications industry is growing at a much faster pace than
traditional forms of advertising.
- Time-pressed consumers, for example, find the convenience of direct response
appealing.
- They can learn about the benefits of a product and actually buy it, if they so desire, all
in one stage.
Direct (Interactive) Communications - Answer -- Using electronic devices to reach
target markets.
- are commercial messages for an organization placed on the Internet, a cell phone, or
other personal electronic device.
- Customer Relationship Management (CRM) - Answer -o A process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about its customers to its advantage in developing the
relationship
o The new emphasis that business organizations place on customer relationship
management (CRM), combined with their ability to manage internal databases, is
forcing them to move toward direct response and interactive communications.
o At present, organizations communicate through their own websites and through
various forms of online advertising such as search advertising, display ads, and video
ads. The addition of advertising on social media sites will play an increasing role in the
communications mix in the future.
,Sales Promotion - Answer -- Activities that provide special incentives to stimulate an
immediate reaction from consumers and distributors.
- Strategies that include coupons, free samples, contests, and cash refunds are
classified as consumer promotions
Push & Pull - Answer -- Consumer Promotion for "pull"
o Demand created by directing promotional activities at consumers or final users, who in
turn pressure retailers to supply product or service
- Trade Promotion for "push" (more B2B) car show
o Demand created by directing promotional activates at intermediaries, who in turn
promote product or service to among consumers
- A push promotional strategy involves taking the product directly to the customer via
whatever means, ensuring the customer is aware of your brand at the point of purchase.
A pull strategy involves motivating customers to seek out your brand in an active
process.
Public Relations - Answer -- Communications primarily directed toward gaining public
understanding and acceptance.
o Placing messages in media requiring no payment
o Offers legitimacy
o Crisis management
- Public relations (PR) messages influence the attitudes toward and opinions interest
groups have about an organization.
- Consequently, progressive-minded marketing organizations fully appreciate the role
that public relations campaigns can play in generating positive attitudes toward
products.
- Public relations involve placing messages in the media without having to pay for them.
In effect, they can generate "free" exposure.
- Lobbying
- Public affairs
- Product publicity
- Press relations or press agency
- Investor relations
- FREE media attention
- Importance of PR has grown as cost of other media has increased
- As consumers become more skeptical about marketing, is PR becoming more
important? YES--< way company looks in public eye
Experiential Marketing - Answer -- Blend of marketing communications disciplines that
engage people with a brand in a more personal way.
- Bit of a blended thing:
o Sponsoring an event tends to be PR
o Staging an event tends to be handled by PR (but not always)
, - But the trend is to give it a different name: EXPERIENTIAL MARKETING
- You're "touching" the consumer and delivering an experience - but it's not personal
selling
- Event marketing
-Sponsorship
- Event marketing - Answer -o planning, organizing, and marketing an event for a
company or a brand
o the process, planned by a sponsoring organization, of integrating a variety of
communications elements with a single event theme
- Sponsorship - Answer -o providing money to an event in return for specified marketing
privileges
o financially supporting an event in return for certain advertising rights and privileges
Personal Selling - Answer -- Involves the delivery of a personalized message from a
seller to a buyer.
o Presents features, attributes, and benefits of a product or service
o Offers a personal component
- Handle consumer inquiries effectively
- Secure product distribution and availability
- Human to human - a personalized message from the seller to the buyer
- Most expensive method (per person)
- Key for certain types of products
- Example: retail, Or car selling, Apple store
Online Communications - Answer -- Using online options to reach target markets
- Facilitates better customer relationship management
Factors Encouraging Integrated Marketing Communications - Answer -- Shift in
consumer media habits
- Social media penetration and popularity
- Mobile Communications: The Next Big Thing
- Database management techniques and CRM
o Database management system: A system that collects information about customers
for analysis by managers to facilitate sound business decisions
- Demand for efficiency and accountability
Needs and Motives - Answer -- Needs
o Absence of something useful
Week 1: Intro to course and to IMC
IMC: Client - Answer -- Advertising Agencies
o Research
o Media buying
- Public Relations (PR) Firm
o Experiential Marketing Firms
- Sales Promotion Companies
- Direct Marketing Companies
-Digital Agencies
Integrated Marketing Communications - Answer -- The coordination of all marketing
communications in a unified program that maximizes the impact on the intended target
audience
- Organizations need complete solutions to communications.
- Today's environments are rapidly changing due to the strong influence of technology.
- Consumption of media is changing.
- Must deliver same message through a variety of media to have synergistic impact on
the target market.
The Integrated Marketing Communications Mix (IMC: elements) - Answer --advertising
-public relations
-sales promotions
-personal selling
-experimental marketing
-direct response
-digital (interactive) communications
Factors Encouraging IMC - Answer -- Media consumption trends
- Customer relationship management (CRM)
- Expanding role of database management techniques
- Digital communications technologies
- Demand for efficiency and accountability
Advertising - Answer -- Advertising is the placement of persuasive messages in time or
space purchased in any of the mass media by organizations that seek to inform and
persuade members of a target market about their products, services, organization, or
ideas.
- In the context of the integrated marketing communications mix, good advertising
(advertising that has an impact on the audience) will influence the behaviour of that
audience—that is its primary function. Once a positive attitude toward a specific product
,or company is created in the customer's mind, that customer may be motivated to
purchase the product or look favorably upon it.
- A paid, persuasive form of marketing communications designed to stimulate a positive
response from a defined target market.
Product Advertising - Answer -§ Product advertising provides information and helps
build an image for the product, whether it's a brand or a company, by presenting the
features, attributes, and benefits of the product in a persuasive manner.
Promotional Advertising - Answer -§ Promotional advertising is designed to accomplish
a specific task—usually to communicate a specific offer in order to elicit some type of
immediate response from the customer.
§ Including a coupon or contest promotion with a print advertisement, for example, is a
form of promotional advertising.
Direct Response Communications - Answer -- Involves the delivery of a message to a
target audience of one.
o Direct Mail
o Direct Response Television (DRTV)
o Telemarketing
o Mobile Communications
- This segment of the communications industry is growing at a much faster pace than
traditional forms of advertising.
- Time-pressed consumers, for example, find the convenience of direct response
appealing.
- They can learn about the benefits of a product and actually buy it, if they so desire, all
in one stage.
Direct (Interactive) Communications - Answer -- Using electronic devices to reach
target markets.
- are commercial messages for an organization placed on the Internet, a cell phone, or
other personal electronic device.
- Customer Relationship Management (CRM) - Answer -o A process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about its customers to its advantage in developing the
relationship
o The new emphasis that business organizations place on customer relationship
management (CRM), combined with their ability to manage internal databases, is
forcing them to move toward direct response and interactive communications.
o At present, organizations communicate through their own websites and through
various forms of online advertising such as search advertising, display ads, and video
ads. The addition of advertising on social media sites will play an increasing role in the
communications mix in the future.
,Sales Promotion - Answer -- Activities that provide special incentives to stimulate an
immediate reaction from consumers and distributors.
- Strategies that include coupons, free samples, contests, and cash refunds are
classified as consumer promotions
Push & Pull - Answer -- Consumer Promotion for "pull"
o Demand created by directing promotional activities at consumers or final users, who in
turn pressure retailers to supply product or service
- Trade Promotion for "push" (more B2B) car show
o Demand created by directing promotional activates at intermediaries, who in turn
promote product or service to among consumers
- A push promotional strategy involves taking the product directly to the customer via
whatever means, ensuring the customer is aware of your brand at the point of purchase.
A pull strategy involves motivating customers to seek out your brand in an active
process.
Public Relations - Answer -- Communications primarily directed toward gaining public
understanding and acceptance.
o Placing messages in media requiring no payment
o Offers legitimacy
o Crisis management
- Public relations (PR) messages influence the attitudes toward and opinions interest
groups have about an organization.
- Consequently, progressive-minded marketing organizations fully appreciate the role
that public relations campaigns can play in generating positive attitudes toward
products.
- Public relations involve placing messages in the media without having to pay for them.
In effect, they can generate "free" exposure.
- Lobbying
- Public affairs
- Product publicity
- Press relations or press agency
- Investor relations
- FREE media attention
- Importance of PR has grown as cost of other media has increased
- As consumers become more skeptical about marketing, is PR becoming more
important? YES--< way company looks in public eye
Experiential Marketing - Answer -- Blend of marketing communications disciplines that
engage people with a brand in a more personal way.
- Bit of a blended thing:
o Sponsoring an event tends to be PR
o Staging an event tends to be handled by PR (but not always)
, - But the trend is to give it a different name: EXPERIENTIAL MARKETING
- You're "touching" the consumer and delivering an experience - but it's not personal
selling
- Event marketing
-Sponsorship
- Event marketing - Answer -o planning, organizing, and marketing an event for a
company or a brand
o the process, planned by a sponsoring organization, of integrating a variety of
communications elements with a single event theme
- Sponsorship - Answer -o providing money to an event in return for specified marketing
privileges
o financially supporting an event in return for certain advertising rights and privileges
Personal Selling - Answer -- Involves the delivery of a personalized message from a
seller to a buyer.
o Presents features, attributes, and benefits of a product or service
o Offers a personal component
- Handle consumer inquiries effectively
- Secure product distribution and availability
- Human to human - a personalized message from the seller to the buyer
- Most expensive method (per person)
- Key for certain types of products
- Example: retail, Or car selling, Apple store
Online Communications - Answer -- Using online options to reach target markets
- Facilitates better customer relationship management
Factors Encouraging Integrated Marketing Communications - Answer -- Shift in
consumer media habits
- Social media penetration and popularity
- Mobile Communications: The Next Big Thing
- Database management techniques and CRM
o Database management system: A system that collects information about customers
for analysis by managers to facilitate sound business decisions
- Demand for efficiency and accountability
Needs and Motives - Answer -- Needs
o Absence of something useful
