Exam 1 Study Guide
Exam 1 Study Guide COMM 2331 - 0010
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Popular in Communication Studies
This 11 page Study Guide was uploaded by Emma Dahlin on Sunday September 27, 2015. The Study Guide belongs to COMM 2331 - 0010 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 134 views. For similar materials see Strategic Communication Principles in Communication Studies at Ohio State University.
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Date Created: 09/27/15
COMM 2 33 1 EXAM 1 STUDY GUIDE Definition of IMC strategic business process used to plan develop execute and evaluate coordinated measurable persuasive brand communications programs over time with consumers customers prospects employees associates and other targeted relevant external and internal audiences Goal of IMCgenerate shortterm financial returns and build longterm brand value Rapidly changing media environment is making it harder for marketers to reach their target audiences and communicate effectively 0 Mass media are losing people to digital media that allows consumers to be more actively engaged in communication process 0 Consumers are no longer passive message recipients they want to be more in control of the content they receive from the media 0 Consumers seek out information from countless sources Companies realize that they must integrate a variety of communication tools into their marketing programs in order to be successful IMC approach calls for centralized messaging function so that everything a company says does communicates a common theme and positioning 0 Consistent message Increasing emphasis on demand for accountability and measurement of outcomes of marketing communication programs By coordinating marketing communications efforts companies can avoid duplication take advantage of synergy among promotional tools and develop more e icient and e ective programs Adaptation to changing environment 0 Traditional mass media such as TV radio magazines and newspapers are not enough anymore media fragmentation 0 Evolution to micromarketing o Marketers must increase spending on media that is more targeted and can reach specific market segments Consumers are less responsive to traditional advertising Tired ofbeing bombarded w sales messages 1 Review of Marketing Plan Examine overall marketing plan amp objectives Role of advertising and promotion Competitive analysis Assess environmental in uences 2 Analysis of Promotional Program Situation Internal Analysis I Promotional department organization I Firm s ability to implement promotional program I Agency evaluation and selection I Review of previous program results 0 External Analysis I Consumer behavior analysis I Market segmentation and target marketing I Market positioning 3 Analysis of Communication Process 0 Analyze receiver s response processes 0 Analyze source message channel factors 0 Establish communication goals objectives 4 Budget Determination 0 Set tentative budget 0 Allocate tentative budget 5 Develop Integrated Marketing Communications Program 0 Advertising Direct Marketing Digital Internet Marketing Sales Promotion Public relations Publicity Personal Selling 6 Integrate and Implement Marketing Communications Strategies 0 Integrate promotionalmix strategies Create and produce ads Purchase media time amp space Design and implement directmarketing programs Design and distribute sales promotion materials Design and implement public relations publicity programs Design and implement digital Internet marketing programs OOOOOO Product Price Place Promotion Promotion is the coordination of all sellerinitiated efforts to set up channels of information and persuasion in order to sell goods and services or promote anidea 0 Functions of Promotion 0 Builds awareness of products brands Creates brand image can lead to brand equity Provides information about brand Persuades formation strengthening change Provides incentives to act Provides brand reminders Reinforces past purchases and brand experience OOOOOO Promotional Mix the basic tools a company uses to accomplish their communication objectives 0 Advertising any paid form of nonpersonal communication about an organization product service or idea by an iden tified sponsor Direct Marketing organizations communicate directly with target customers to generate a response and or a transaction Interactive Internet Marketing communication through interactive digital media particularly via Internet Sales Promotion those marketing activities that provide extra value or incentives to the sales force the distributors or the ultimate consumer and can stimulate immediate sales Publicity Public Relations I Publicity nonpersonal communications regarding an organization product service or idea not directly paid for or run under identified sponsorship I Public Relations when an organization systematically plans distributes info in an attempt to control manage its image and the nature of the publicity it receives Personal Selling form of persontoperson communication in which a seller attempts to assist and or persuade prospective buyers to purchase the company s product service 0 MarketBrand Information 0 Focus on competitive marketplace 0 Consumer Insight Research 0 Focus on audience consumer 0 Media Research 0 Focus on the promotion channel 0 Message Development 0 Focus on message variables and source 0 Evaluation 0 Focus on persuasion outcomes Post WWII consumer brands was to serve as a market positioning identifier setting businesses and individual products apart from the crowd both visually and verballyquot Brands as valuable business assets that contribute significantly to financial performancedriving choice securing loyalty and affording the owner a premium brands built not only through communications covers all business activities and organizational culture Focus on creating brand experience for consumers driven by technology create ecosystem of integrated products services entertainment physical s chological digital Personalization customization of brands and brand promotionexperiences to individual consumer Mecoystemsquot of brands Next step after overall marketing plan is reviewed Focuses on factors that in uence or are relevant to development of promotional strategy Internal Analysis assesses relevant areas involving the product service offering and the firm itself 0 Study the relative advantages disadvantages of performing promotional functions inhouse or hiring external agency 0 Assessing strengths weaknesses of firm or brand from an image perspective 0 Assesses strengths weaknesses of product service advantages disadvantages unique selling points benefits packaging price design etc External Analysis focuses on factors such as characteristics of the firm s customers market segments positioning strategies and competitors 0 Detailed consideration of customers characteristics and buying patterns their decision processes and factors in uencing their purchase decisions 0 Attention to consumers perceptions and attitudes lifestyles an criteria for making purchase decisions 0 Assessment of the marketkey elementattractiveness of various market segments and segments to target must be identified 0 Determined how should product be positioned 0 Examination of direct and indirect competitors 0 Analysis of marketing environment and current trends or developments that might affect the promotional program ex growth of social networking sites such as Facebook Contact or touch point refers to each and every opportunity the customer has to see or hear about the company and or its brands or have an encounter or experience with it Company created planned marketing communication messages created by the company such as advertisements websites news press releases packaging brochures and collateral material sales promotions pointof purchase displays instore d cor o Advantageunder control of marketer Intrinsic interactions that occur with a company or brand during the process of buying or using the product or service such as discussions with retail sales personnel or customer service representatives 0 Often not under control of marketing department Unexpected unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization 0 Ex wordof mouth message website review TripAdvisor Yelp broadcasted stories from media 0 Can be either positive or negative Customerinitiated9 interactions that occur whenever a customer or prospect contacts a company 0 Most involve inquiries or complaints regarding product service and are handled through customer service departments Companyplanned touch points are easiest to control but lowest in terms of impact Unexpected messages are often the most impactful but are the most difficult to control Field Observations Focus Groups Indepth Interviews Case Studies Ethnographies Survey Research Field Tests Experiments Laboratory Methods SecondaryDataMining 0 Field Observations 0 Advantages helps to define a basic research problem amp get a sense of how people react to message or product 0 Disadvantages reactivity is problem when the researcher is identified b c the researcher s perceptions can lead to a potential bias Focus Groups 0 Advantages excellent for exploratory research amp gives sense of what connections to begin making able to get data quickly cost effective ability to obtain indepth feedback 0 Disadvantages selfappointed leaders may monopolize discussions not generalizable as groups are often paid volunteers instead of random selection interpretation of results can be subjective InDepth Interviews 0 Advantages provides high level of detail not offered through other methods useful for sensitive issues health sex drugs 0 Disadvantages interviewer bias Pretests measures taken before the campaign is implemented 0 Lab methods consumer juries theater tests readability tests portfolio tests rough tests comprehension amp reaction tests physiological measures concept tests 0 Field methods dummy advertising vehicles onair tests Posttests occur after ad commercial has been in the field 0 Field methods recall tests singlesource systems recognition tests association measures inquiry tests tracking studies Laboratory tests people are brought to a particular location where they are shown ads and or commercials o Testers either ask questions about them or measure participants responses by other methods pupil dilation eye tracking galvanic skin response 0 Advantagesresearchers have more control in lab setting can manipulate different measures inexpensively amp therefore isolate contribution of each factor 0 Disadvantageszlack of realism participants have testing bias when they enter a lab cannot duplicate natural Viewing situation Field tests tests of the ad commercial under natural Viewing situations complete with realism of noise distractions and comforts of home 0 Advantagesztake into account effects of repetition program content and presence of competitive messages therefore more realism o Disadvantageslack of control may be impossible to isolate causes of Viewers evaluations take more time money to conduct so results are not readily available Answers that require more than oneword answers Ex lists a few sentences or paragraphs essays Answers that can be answered with single word or short phrase Ex yes or quotnoquot responses Persuasion Industry In uence on Audience 0 0000000 Change consumers tastes Lowers sensitivity to price Builds brand loyalty Results in higher profits Reduces competition Leads to higher prices Leaders to fewer choices Promotes materialism Persuasion Industry In uence on Audience 0 000000 Provides useful information Increases price sensitivity Increases competition Pressure for high quality Pressure for lower prices Forces inefficient firms out Creates economic demand Children lack knowledge skills to evaluate advertising claims They cannot differentiate bt programs and commercials Children must learn through socialization They need to acquire the skills needed to function in the marketplace Brand Positioning Fitting the brand to one or more segments of the broad market in such a way as to set it apart from the competition in the minds of stakeholders 0 Consumer focus vs comietition focus Positioning by 0 Attributes Benefits 0 Attempt to identify salient attributes those that are important to consumers that are the basis for making a purchase decision Price Quality 0 Re ect highquality attributes premium branding 0 OR focus on quality and value offered at competitive price Ex Kohl s good value for the right price Use or Application 0 Product Class 0 Positioning against another product category Ex airplanes vs trains buses 0 Product User 0 Associating it w particular user or group of users Ex skateboarders Competitor 0 Competition within own product categorypositioning brand against competition Cultural Symbols 0 Ex Pillsbury Doughboy Ronald McDonald Chiquita Banana Mr Peanut Keebler elves Iolly Green Giant Tony the Tiger Dividing the market into distinct groups that 1 have common needs and 2 will respond similarly to a marketing action Geographic segmentation markets divided into diff geographic units consumers often have different buying habits depending on where they reside 0 Demographic segmentation dividing market on basis of demographic variables such as age sex family size education income social class 0 Psychographic segmentation dividing market on basis of personality lifecycles and or lifestyles Behavioristic segmentation dividing consumers into groups according to their usage loyalties or buying responses to a product I 8020 rule80 of sales volume comes from 20 of buyers Benefit segmentation grouping of consumers on basis of attributes sought in a product Determining how many segments to enter 0 Undifferentiated marketing ignoring segment differences and just offering one product service to entire market 0 Differentiated marketing marketing in a number of segments developing separate marketing strategies for each 0 Concentrated marketing when the firm selects one segments and attempts to capture a large share of this market Determining which segments offer potential 0 Examine sales potential of segment opportunities for growth competition and its own ability to compete 0 Decide whether they can market to this group Physiological what the object is physically and what it does Psychological what the object means to youhow it connects to your lifestyle amp selfexpression Differentiates product from its competitors Makes a promise to consumers Serves as the driving unifying force directing all functional areas including IMC Creating strong psychological dimension ie brand personality Creating strong linkage b t brand personality amp physiological traits Eventually achieving brand equity intangible asset of added value or goodwill that results from the consumer attachment to a company name brand name or trademark Brand experiences need to connect w consumers individual identity self schemata and social identities Self expression amp social expression is achieved through brands Brands should include a mix of verbal and visual cues marketers need to think about how these will work together ConsistencyKEY Necessities 0 Needs to be memorable o Create meaningfulness 0 Maintain an aesthetic appeal 0 Transferable to all aspects of life 0 Adaptability exibility over time Brand Identity name logo symbols design packaging and performance 0 Image type of associations that come to mind Brand Names 0 Benefits SlimFast 0 Association Subaru Outback o Distinctiveness Monstercom o Simplicity Tide Crest Olay Brand Symbols 0 Logo communicate identity 0 Trademark element word or design that differentiate one brand from another broader than logo 0 Consistency with brand imageKEY Packaging impacts the brand position in the mind of the consumer It is often their first exposure to the product sets expectations Ex vodka being in plastic bottle low quality vs glass high quality Price must be consistent w perceptions of the product Higher prices communicate higher product quality Lower prices re ect bargain or value perceptions Price advertising and distribution are unified in identifying product position A product positioned as high quality while carrying lower price than competitors will confuse customers Promotional strategy that mutually strengthens brand image positioning and expands access to target markets Advertisingpromotional strategy that integrates the tangible intangible and brand elements for audience Push Strategy programs designed to persuade trade to stock merchandize and promote a manufacturer s productspushing product through channels of distribution 0 Trade advertising used to interest wholesalers and retailers and motivate them to purchase its products for resale to their customers Pull Strategy spending money on advertising and sales promotion efforts directed toward ultimate consumer o Goalcreate demand among consumers and encourage them to request the product from the retailer who will then request if from wholesalers who will request it from manufacturers 0 Use when demand outlook for product is favorable b c it has unique benefits is superior to competing brands or is very popular among consumers Push or Pull Policy Push Policy I Pull Policy I Producer I 39 Producer I l l Wholesaler l I Wholesaler I Retailer I Retailer I l quot39 Consumer I Consumer l
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