Midterm #1 Study Guide
Midterm #1 Study Guide Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 4 page Study Guide was uploaded by Megan Hageman on Wednesday September 23, 2015. The Study Guide belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 161 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 09/23/15
COMM 2331 Exam 1 Study Guide Wednesday September 30th 1 IMC Integrated Marketing Communications coordinating the various promotional elements and other marketing activities that communicate with a firm s costumers IMC is growing and more companies are adopting it due to factors such as the increasing difficulty to target audiences the growth of info technology and databases the decline in mass communication the growth in competition Basic IMC plan Detailed situation analysis Specific marketing objections with timeframe and mechanism for measuring performance Selection of target markets and plan for 4 elements of the marketing mix Program for implementing the marketing strategy Process for monitoring and evaluating performance 2 Promotional Mix basic tools used to accomplish an organization s communication objectives The six elements are advertising sale promotion direct marketing publicity public relation digitalinternet marketing personal selling Promotion builds awareness helps with brand image provides info persuades provides incentives provides brand reminders reinforces past purchases 4 P s of MarketingMarketing Mix Product Price Place Promotion 3 Main types of Strat Comm research Market Brand Information focus on competitive marketplace Consumer Insight Research focus on audience consumer Media Research focus on the promotion channel Message Development focus on message variables and source Evaluation focus on persuasion outcomes 4 The Ages of branding Age of Identity set businesses and products apart from the crowd Age of Value brands are valuable business assets that contribute to performance loyalty etc Age of Experience create an experience driven by technology integrated products Age of You personalization customization of brands 5 Promotional Program Situation Analysis the situation analysis focuses on factors that in uence or are relevant to the development of a promotional strategy Internal Analysis looks at areas involving the product service and the firm itself External Analysis looks at characteristics of the firm s customers market segments positioning strategies and competitors 6 Contact points are an opportunity for consumers to hear about the brand product a company is promoting Categories company created more controlled less impact intrinsic more control less impact unexpected less control more impact customerinitiated less control more impact 7 Qualitative Research concerned with description and explanation Field observations Focus groups Indepth interviews Case studies Quantitative Research focus on a larger group of people are generalizable Survey research Field tests ExperimentsLab methods Secondary Data mining 8 Field Observations Adv get a sense of people s reactions Disadv reactivity is a problem Focus Groups Adv get a sense of what connections to begin making cost effective quicker results Disadv not a good representation of public opinion deal with selfappointed leaders Indepth Interviews Adv useful for sensitive subjects detailed responses Disadv interviewer bias not a good representation of public opinion Case Studies particularistic descriptive heuristic inductive Adv detailed responses Disadv interviewer bias not a good representation of public opinion can t prove definite cause and effect Survey Research Field tests Adv can get a general view can survey a lot of people at once Disadv hard to ask the right questions not everyone will answer honestly or take it seriously Experiments Lab Methods Adv control over the variables general opinions Disadv lack of realism testing bias Secondary Data mining Adv a lot of available information easily accessible Disadv consumer privacy misuse of information Pretests Concept tests Readability tests Comprehension and reaction tests and physiological measures Posttests Recall tests Recognition tests Tracking studies Field tests mix lab tests and surveys to add realism while losing some control 9 Openended questions questions asked in a survey in which the participant can offer a wide range of responses Closedended questions questions asked in a survey in which the researcher provides a range of possible responses 10 Promotion equals power changes consumers tastes lowers sensitivity to price builds brand loyalty Promotion equals information provides useful information increases price sensitivity increases competition 11 Advertising affects on children Advocates view children lack knowledge to evaluate ads and can t differentiate between ads Marketers view children must learn through socialization and must acquire skills to function in the marketplace 12 Productbrand positioning fitting the brand into one or more segments of the market to set it apart from competitors Ways to position the product Attributes and benefits Price or quality Use or application Product class Product user Competitor Cultural symbols Repositioning 13 Ways customers can be segmented psychographic demographic socioeconomic geographic Buying situationbehavior involvement usage knowledge benefits outlet type 14 The Target Market Process 1 Identify markets with unfulfilled needs 2 Determine market segmentation 3 Select market to target 4 Position through marketing strategies 15 Brand the combination of the name logo symbols design packaging and image of associations held by consumers Brand Functions Differentiates from other products Makes a promise Serves as a driving unifying force directing all areas 16 Successful branding creating a strong psychological dimension brand personality A brand basically needs to become connected to your individual identity 17 Brand elementscues must remain consistent need to be memorable and meaningful must be adaptable needs to pertain to all aspects of the consumers lives must maintain an aesthetic appeal 18 Packaging the first thing consumers see and often how they make judgements Pricing price must be consistent with perceptions of the products Cobranding strengthens brand image positioning and expands access to more target markets Advertising integrates the tangible intangible and brand elements for consumers 19 Pull Strategy advertisements pull in consumer demands who request the product from the retailer who then order the product from wholesalers who finally request it from the manufacturer Push Strategy Producers make the item give it to the wholesaler who passes it on to retailers who attempt to explain and motivate consumers to purchase it 20 Differentiated Marketing a number of different markets are targeted and each receives a different specialized product Undifferentiated Marketing just one product is created for all markets Concentrated Marketing just one products is created to appeal to one specific market 21 Double Transaction Producers sell their products to consumers who in turn are selling their attention to the advertisements we see on TV on the radio through the media etc
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