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Flashcards in IMC Deck (24)
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1
Q

Is MARCOM task, transactional or interactional orientated?

A

MARCOM is part of corporate communications. The degree of transactional, task and interactional orientation depends on the actual situation (see pyramid of communication). However, the mix of transactional, task and interactional orientation should be defined actively and coordinated.

Overall, MARCOM is focused on transactions with target groups in different markets.

2
Q

What is the aim of the “Media-Richness-theory”?

A

This theory says that communication channels / instruments should be selected due to the complexity of the task and the degree of performance of the channels/instruments.

Do not “abuse” channels/instruments: e.g. editorial article is rather part of corporate communication (information) and not part of marketing communication (propaganda)

3
Q

What is the difference of the decission making process between high-involvement and low-involvement products/services.

A

For the decisions maker step two and three are exchanged:

  • Low-involvement: behavior before attitude
  • High involvement: attitude before behaviour)

For IMC: the application of marcom instruments (time order) differs. In general, successful communication for low-involvement products needs more creativity since the consumer need must first be activated

4
Q

What are the main instruments of marketing communication?

A
  • Media Advertising
  • Sales
  • Sales Promotion
  • Product PR
  • Direct Marketing
  • Sponsoring (incl. Product Placement)
  • Event Marketing
  • Fairs & Exhibition
  • Social Media Communication (Performance Marketing, Affiliate Marketing, Targeting, Mobile, etc)
5
Q

What is the difference beetween Corporate PR (CPR) and Product/Service PR (PPR)?

A

The content/position within the organization:

CPR is carried out by a centralized position situated in general near board of directors (Public Affairs, Lobbying, Financial/Investorr Relations, Location PR, Crisis Communication, etc).

PPR is carried out within a marketing (communication) department (Media PR, Internal PR).

6
Q

What are the 3 Rs of the customer life cycle?

A
  1. Recruitment
  2. Retention
  3. Recovery

Note: investments in customer retention are far less expensive than to gain/recruit, recover new customers.

7
Q

Why has IMC as a basic principle of communication become more important?

A

Due to the changing market conditions (saturated markets, growing complexity, information overload, growing market differentiation).

Result: information/communication does not reach recipients anymore, or is not consumed/used anymore by the receipients. Therefore, the principle of integrated communication (content, form, time) leads to higher communication impact

8
Q

Which sort of media exist?

A

Paid: Advertisments (you pay for it)

Earned: your news is so important that a newspaper, magazine, etc brings an article

Owned: it’s your media channel (Coop Zeitung)

9
Q

What is the definition of Communication?

A

Communication is the process by which individuals share meaning.

10
Q

What are the planning levels/parts in IMC concept (source: Manfred Bruhn)?

A
  1. Strategy Paper: as foundation of communication success
  2. Communication Rules: as foundation for the strategy implementation
  3. Organisation Rules: as strong part of the concept to prevent failure in the communication work due to organisational weakness
11
Q

What are the 10 steps of IMC?

A
  1. SWOT Analysis
  2. Strategic Positioning
  3. Definition of 1st and 2nd target group
  4. Definition of target group objectives
  5. Definition of Core Idea including:
    • Core Messages
    • Single Messages
  6. Definition of Guiding Idea and Design Principles including:
    • ​Crystallisation-, Integration and Follow-Up Instruments
  7. Definition of Objectives of Measures and
    • Choice of Communication Tools
  8. Definition of the Communication Budget
  9. Definition of the organizational rules for implementation
  10. IMC Controlling
12
Q

Which of the ten steps of IMC (Betty Bossi Recipe) are to be planned top down und which bottom up?

A

Top down: Steps 1 to 4 (strategy paper) and 5 / 6 (communication rules), because need to be planned/defined by a generalist with large knowhow of and experience in communication.

Bottom up: Steps 7 to 10. In third part specialists in each field of communication (from the different communication departments, or different types of agencies) should be included due to their specialists knowhow.

13
Q

Why is branding an important issue in communication?

A

A brand creates two values:

  • Commercial value: safety (guaranteed performance for maybe a little bit more money)
  • Psychographical value: effect (emotional relationship/ commitment)

​It’s an important goal to get ‘top of mind’ but also reach the hearts of the customers ‘king of hearts’. Excellent to dominant brand awareness level increases the company value and its entrepreneurial flexibility.

14
Q

What are the four methods of budgeting?

A
  1. Percentage of turnover (previous year etc.)
  2. Profit targeting (all you can afford)
  3. Orientation at competitors
  4. Objective-measures calculation

Proposition: Start with objective-measures calculation and adapt. However, budget cuts may lead to more single and uncoordinated communication measures/actions which are in contradiction to the IMC philosophy. If executed so by several market players only main communication instruments are applied and the thereby resulting concentration of communication can lead to an information overload…and thus finally be less effective and more expensive.

15
Q

What is the link between target groups definition and core and single messages?

A

Only few core messages to be defined for the main target groups (Apply only a few but consequent core messages).

Several single messages to be defined per core message. Single messages are specifically shaped for different segments (parts of your target groups) in order to proof your customer benefit promises.

16
Q

Intermedia Comparison: How we would describe TV as a media instrument?

A

Characteristics of TV:

  • Guiding media (national) with emotional and multisensorial approach
  • for building up awareness
  • broad reach
  • emotional, multi-sensorial and argumentative advertising and presentation
  • Exact target group communication (choice of programme, content environment, broadcasting time
  • expensive!
17
Q

Intermedia Comparison: How we would describe Radio as a media instrument?

A

Characteristics of Radio:

  • Guiding- but also follow-up instrument
  • offers and fast working appeal
  • dealer support
  • emotional image-building
  • fast/flexible application
  • affordable - expensive!
18
Q

Intermedia Comparison: How we would describe Internet as a media instrument?

A

Characteristics of Internet:

  • actually a complemetation to the classical media mix
  • often used for cross-media campaigns for complex products/services and comparison offers
  • increasing use as supplement to TV campaigns by large format video ads
  • affordable - expensive!
19
Q

Intermedia Comparison: How we would describe DOOH Ad Screen as a media instrument?

A

Characteristics of DOOH AdScreen

  • Changeable, emotional outdoor advertising in environments of high quality
  • Trigger of an impulse purchase at POS
  • In free time products and services profit from emotional environments
  • can reach a large number of mobile target groups, national, regional or local
  • affordable - expensive!
20
Q

Intermedia Comparison: How we would describe Newspapers as a media instrument?

A

Characteristics of Newspapers:

  • Basis media (national, regional and local)
  • for offers, reductions and text intensive messages.
  • Also appropriate for image care and brand sustainability
  • affordable - expensive
21
Q

Intermedia Comparison: How we would describe Magazines as a media instrument?

A

Characteristics of Magazines:

  • Basis media (national)
  • suitable for transferring, indepth and complex messages
  • also for image care and brand anchoring
  • expensive
22
Q

Intermedia Comparison: How we would describe Outdoor Ads as a media instrument?

A

Characteristics of Outdoor Ads:

  • basic and follow up media
  • addressable through picture and headlines
  • suitable for products- and brand actualisation and fast messages
  • Also for introduction campaigns within a bundle of media, locatable application
  • Addressing of mobile target groups, advertising appeal on the street or at POS
  • affordable - expensive
23
Q

Intermedia Comparison: How we would describe Cinema Ads as a media instrument?

A

Characteristics of Outdoor Ads:

  • Mostly applicable as a follow up instrument
  • Emotional and multisensorial address with tendency of high awareness (high qualitiy of contact)
  • Also for local and regional advertising
  • Driven by the choice of cinemas and film genres
  • affordable - expensive
24
Q

Please describe the elements of cross screen planning. Which cross media instrument are suitable for which goal?

A