1 of 89
Term
o Maintain status quo (Ep, Ea both inelastic)
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- keep brand fresh in consumers minds
Connecting to consumer - Coca-Cola, Budweiser
Works when consumers have well established brand preferences
Works for mature products
o Change in brand awareness
o Improvement in attitudes toward the brand
o Increased purchase intentions
o Larger sales volume
o Marketing Department measures of Success - measures of brand awareness,
image and equity
, o Creative services
o Media services
o Research services
o Account Management
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2 of 89
Definition
Equates objects in a narrative with meanings lying outside narrative
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o Influencing (Persuading) - o Creative services
o Maintain status quo (Ep, Ea both o Allegory (extended
inelastic) metaphor)
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3 of 89
Definition
1. Start with a customer or prospect
Consumers want to be in control
2. Reduced dependence on mass media
• Goal now is to reach consumers using touch points that reach them
where, when, and how they wish to be contacted.
3. Use any form of relevant contact or touch point
Touch Point - any message median capable of reaching target
,customers and presenting brand in a favorable light
360 branding - touch points should surround audience
4. Speak with a single voice
Achieve synergy
Takeaway:
• A brand's positioning statement must:
o Present a clear idea of the brand in its target market's mind
o Consistently deliver the same unified message across all media
channels on all occasions
o Ex: Oreo tweet at super bowl
5. Build relationships
Build relationships rather than engage in flings
Costs 5-10x more to acquire a new customer than keep a current one
• Leaky bucket - building profits v. managing those that were lost
Takeaway:
• Loyalty programs promote long-term relationships between
customers and brands that lead to customer retention
• Experiential marketing programs can create brand experiences that
make positive and lasting impressions on customers
6. Affect behavior - drive customers to action
The ultimate objective: AFFECT BEHAVIOR - change behavior in
some way
IMC must do more than just influence brand awareness or enhance
consumer attitudes - the objective is to move people to action
• Ex: anti-smoking campaigns - too much fear so customers tune
them out
Give this one a try later!
o Behavior segmentation o Relative Advantage -
, • 5 Dimensions of Brand
5 key features of IMC
Personalities
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4 of 89
Term
• Marketing Messages from a Semiotic perspective (three
components)
Give this one a try later!
o Object - brand or product
o Sign/symbol - what they put with the brand or product
o Interpret - meaning or thoughts associated
o EVERY AD HAS THESE 3 COMPONENTS
o Like how the thumbs up sign isn't always a good sign like in other
countries
Build image via advertising
Movie trailers are super dependent on ads because they only have a certain
amount of time before the movie isn't in theaters
Luxury cars, beauty products, new products, and designer lines
o Change in brand awareness
o Improvement in attitudes toward the brand
o Increased purchase intentions
o Larger sales volume
o Marketing Department measures of Success - measures of brand awareness,
image and equity
Term
o Maintain status quo (Ep, Ea both inelastic)
Give this one a try later!
- keep brand fresh in consumers minds
Connecting to consumer - Coca-Cola, Budweiser
Works when consumers have well established brand preferences
Works for mature products
o Change in brand awareness
o Improvement in attitudes toward the brand
o Increased purchase intentions
o Larger sales volume
o Marketing Department measures of Success - measures of brand awareness,
image and equity
, o Creative services
o Media services
o Research services
o Account Management
Don't know?
2 of 89
Definition
Equates objects in a narrative with meanings lying outside narrative
Give this one a try later!
o Influencing (Persuading) - o Creative services
o Maintain status quo (Ep, Ea both o Allegory (extended
inelastic) metaphor)
Don't know?
3 of 89
Definition
1. Start with a customer or prospect
Consumers want to be in control
2. Reduced dependence on mass media
• Goal now is to reach consumers using touch points that reach them
where, when, and how they wish to be contacted.
3. Use any form of relevant contact or touch point
Touch Point - any message median capable of reaching target
,customers and presenting brand in a favorable light
360 branding - touch points should surround audience
4. Speak with a single voice
Achieve synergy
Takeaway:
• A brand's positioning statement must:
o Present a clear idea of the brand in its target market's mind
o Consistently deliver the same unified message across all media
channels on all occasions
o Ex: Oreo tweet at super bowl
5. Build relationships
Build relationships rather than engage in flings
Costs 5-10x more to acquire a new customer than keep a current one
• Leaky bucket - building profits v. managing those that were lost
Takeaway:
• Loyalty programs promote long-term relationships between
customers and brands that lead to customer retention
• Experiential marketing programs can create brand experiences that
make positive and lasting impressions on customers
6. Affect behavior - drive customers to action
The ultimate objective: AFFECT BEHAVIOR - change behavior in
some way
IMC must do more than just influence brand awareness or enhance
consumer attitudes - the objective is to move people to action
• Ex: anti-smoking campaigns - too much fear so customers tune
them out
Give this one a try later!
o Behavior segmentation o Relative Advantage -
, • 5 Dimensions of Brand
5 key features of IMC
Personalities
Don't know?
4 of 89
Term
• Marketing Messages from a Semiotic perspective (three
components)
Give this one a try later!
o Object - brand or product
o Sign/symbol - what they put with the brand or product
o Interpret - meaning or thoughts associated
o EVERY AD HAS THESE 3 COMPONENTS
o Like how the thumbs up sign isn't always a good sign like in other
countries
Build image via advertising
Movie trailers are super dependent on ads because they only have a certain
amount of time before the movie isn't in theaters
Luxury cars, beauty products, new products, and designer lines
o Change in brand awareness
o Improvement in attitudes toward the brand
o Increased purchase intentions
o Larger sales volume
o Marketing Department measures of Success - measures of brand awareness,
image and equity
