Planning for and measuring IMC Success
Short-term and long-term
Must be explicitly defined and measured
determines the budget required to undertake specific tasks to accomplish
communication objectives; process entai
6 types of integrated marketing communications: advertising, personal selling, sales
promotion, public relations, direct marketing, and electronic media
A paid form of communication from an identifiable source, delivered
Vertical Marketing System
A supply chain in which members act as a unified system.
There are three types, or phases, each with increasing levels of formalization and control.
The more formal the vertical marketing system, the less likely conflict will ens
The AIDA Model
Awareness leads to Interest, which leads to Desire, which leads to Action
At each step the consumer makes judgments about whether to take the next step in the process
Also known as the "think, feel, do" model
Steps may not always follow AID
The communication process
Message originates from sender
Sender=firm from which an IMC message originates; sender must be clearly identified to intended
Sender works with the creative department (in-house or through a marketing/ad agenc
Benefits of different channels
browsing, touching and feeling items, personal service, cash and credit payment,
entertainment and social interaction, instant gratification, risk reduction.
convenience, information, safety
Facilitating retail strategy using the Four Ps
Retailers need to provide the right mix of merchandise / services. Offering
assortment gives choice.
Neither manufacturers or consumers want to store excess inventory, so retailers
provide value by pe
-General Merchandise-Full-line discount
Retailers that offer a broad variety of merchandise, limited service, and low prices. Offer
private labels and manufacturer brands that are seen as less fashionable, except Target
which consumers see as a little mor
When setting up distribution for the first time, or introducing a new product line, firms
decide the number of channel members to use at each level of the marketing channel.
Three levels of distribution intensity
RETAILING AND MULTICHANNEL MARKETING
the set of business activities that add value to products and services sold to consumers for
their personal or family use.
Is at the end of the supply chain.
Factors for establishing a relationship with retai
1. What four things did Hamlin look for in a good story for Great Migrations?
o Protagonist (zebra)
o Antagonist (lion)
o Contemporary Obstacles
o SOME OTHER OBSTACLE, NOT SURE
2. What is frame accurate writing (composing)?
o frame-acurate: when there's a