Complete MBA Exam Notes Integrated Marketing Communication, Media Planning and Promotion
Explanation of each element:
Integrated Marketing Communication
Why IMC has grown in importance
Promotional mix and each element
Explanation of categories:
Paid, owned, and earned media
Two. Communication Process and Consumer Response Models
Word of mouth, buzz marketing, and viral marketing
Audience aggregation levels
Hierarchy of effects model
Cognitive, affective, and behavioral stages
Standard learning hierarchy
Low-involvement hierarchy
Explanation of quadrants:
Social consumer decision journey
Cognitive response approach
Explanation of thought types:
Counterarguments and support arguments
Elaboration Likelihood Model (ELM)
Three. Role of IMC in the Marketing Process
Segmentation bases explained:
Main approaches explained:
Product symbolism and branding
Push strategy and pull strategy
Four. Source, Message and Channel Factors in Advertising
Direct source and indirect source
Message structure: order of presentation
Verbal versus visual messages
Five. Objective Setting and Budgeting for Promotional Programs
Marketing objectives versus communication objectives
Sales-oriented objectives
Where sales objectives are appropriate
Communications effects pyramid
Inside-out versus outside-in planning
Explanation: Modern IMC prefers outside-in planning because it is more audience-centered and responsive.
Social consumer decision journey objectives
Contribution margin and marginal analysis
Factors influencing budget size
Top-down budgeting approaches
Percentage-of-sales method
Competitive parity method
Bottom-up or build-up approaches
Objective-and-task method
Six. Creative Planning and Development
Manager versus creative-person perspective
Determinants of creativity: divergence and relevance
Hard-sell versus emotional or image-led advertising
Young's model of the creative process
Wallas model of the creative process
Research inputs to creativity
From creative brief to big idea
Approaches to the major selling idea
Advertising campaigns and campaign theme
Qualitative and quantitative consumer research
Brand resonance model (Keller)
Salience: who are you? This is awareness and category presence.
Kapferer's brand identity prism
Physique: tangible brand features such as logo, design, colour, packaging, or slogan.
Elements of media strategic planning
Share of expenditure and share of voice
Role of different media in the mix
Why sales promotion has grown
Concern about excessive promotion
Consumer franchise-building versus non-franchise-building promotions
Consumer-oriented sales promotion objectives
Sweepstakes: winners are chosen by pure chance.
Event marketing and sponsorship
Event sponsorship means financially supporting an event in exchange for exposure, association, and participation rights.
Trade-oriented sales promotion objectives
Push money gives direct cash incentives to retail sales staff, though it may create conflict with management.
Buying allowance gives a price reduction for orders placed in a fixed period.
Promotional allowance rewards the retailer for doing agreed promotional activity.
Failure fee covers retailer cost if the product must later be removed.
Sales training equips channel members to explain product benefits.
Coordination with advertising and IMC
Sales promotion abuse and considerations
Nine. Public Relations, Publicity and Corporate Advertising
Traditional and new role of PR
Marketing public relations (MPR)
Advantages and disadvantages of MPR
Press conference: direct interaction with journalists to communicate important information.
Interviews: a spokesperson answers questions directly.
Internet and digital PR: websites, blogs, social networks, and online news management.
Advantages and disadvantages of PR generally
Measuring PR effectiveness
Types of corporate advertising
Event sponsorship: associates the firm with events or causes to build equity and affinity.
Cause-related advertising: links the brand or firm with nonprofit organizations or social causes.
Advantages and disadvantages of corporate advertising
Measuring corporate advertising