IMC
IMC coordinates all marketing messages to ensure this across channels.
What is consistency?
Consumer‑centric marketing emphasizes building this type of relationship instead of one‑time sales.
What are long‑term relationships?
A consumer profile is a comprehensive description of these people.
Who are target customers?
A media plan outlines how, where, and when a brand will use these to deliver messages.
What are media channels?
The primary obstacle to optimizing and applying consumer data effectively is described as this type of problem.
What is an organizational problem?
IMC’s main goal is to deliver this kind of brand message to consumers.
What is a unified brand message?
Traditional marketing communication is described as one‑way. Consumer‑centric marketing uses this type of interaction.
What is two‑way interaction?
Inside data comes from this source.
What is the brand or business itself?
This document is described as a roadmap that explains what message to create, who it’s for, and how it should achieve the campaign’s goals.
What is a creative brief?
When marketing data is kept in separate departments, this term is used to describe those divisions.
What are silos?
IMC is described as a strategic process that starts with the target audience and ends with this step.
What is evaluation?
Traditional marketing focuses on the product. Consumer‑centric marketing focuses on this.
What is the customer?
Sales figures over time and website analytics are examples of this type of data.
What is inside data?
To identify potential consumer touchpoints, planners must set objectives and timelines for each media platform and select this.
What is the media mix?
Artificial intelligence enhances data analysis by being able to analyze and combine large data sets at speeds not humanly possible, which improves this kind of decision‑making.
What is real‑time decision making?
IMC uses these two things to improve communication and return on investment.
What are data and analytics?
Traditional marketing aims at mass marketing; consumer‑centric marketing uses this type of targeting.
What is personalized targeting?
_________ data helps answer questions like “How is your brand perceived?” and “What competitive forces need to be considered?” This type of data is called what?
What is outside data?
The consumer journey includes five stages. Name any three of them.
Need Awareness, Research, Evaluation, Purchase, Satisfaction?
IMC agencies specialize in managing integrated marketing communications to ensure this about a brand’s message across channels.
What is that it remains consistent?
Name the five steps in the IMC strategy for Sinners listed in the presentation.
What are Audience, Creative, Media, Advertising, and PR?
Consumer‑centric marketing uses data to do this to messaging and experiences.
What is personalize messaging and experiences?
Name two things outside data can show you.
How is your brand perceived?
What pain points or problems are consumers experiencing?
What competitive forces need to be considered?
Do we need to conduct special research?
What are the main objectives?
What digital and traditional channels do they use and when do they use those channels?
One strength of the consumer journey is that it follows the “right way” approach. Complete the phrase: Right message, right channel, right _____.
What is time?
Name two departments or functions listed as part of the structure of IMC agencies.
Creative, Media planning & buying, Data & analytics, Public relations, Digital/social media?