Media
This is the strategic process of how advertising investments will contribute to achieving marketing objectives.
What is media planning?
Targeting customers based on regional, city, or neighborhood preferences falls under this segmentation method.
What is geographic segmentation?
This step in the IMC process requires research to understand a customer's whereabouts, feelings, and motivations.
What is Step 1: customer identification from behavior data?
This aspect of the marketing mix encompasses both traditional and digital strategies, from guerrilla marketing tactics to influencer partnerships.
What is Promotion?
Marketers use this persuasion tactic by emphasizing limited availability or time-sensitive offers to create urgency.
What is scarcity?
This metric measures how often the audience sees an ad, providing insight into message retention.
What is frequency?
Combining broad reach with this type of marketing allows businesses to maximize brand exposure while addressing specific audience segments.
What is targeted marketing?
This strategic approach combines various marketing methods to deliver a consistent message across all channels.
What is Integrated Marketing Communications (IMC)?
A business considering elasticity of demand, competitor pricing, and perceived value is strategically managing this component of the marketing mix.
What is Price?
This is a visual representations of a brand and can enhance brand recognition and likability.
What is a logo?
The results of this 2018 ad campaign made news headlines across the world, featuring a former NFL quarterback and activist, and included the tagline “Believe in something. Even if it means sacrificing everything.”
What is Nike: Who is Colin Kaepernick?
Dividing consumers based on their purchasing habits, brand loyalty, or frequency of use is an example of this segmentation type.
What is behavioristic segmentation?
This step in the IMC process emphasizes the need for data analytics to track marketing performance and refine strategies.
What is Step 4 (Return-on-Customer Investment)?
This fundamental element of the marketing mix not only includes tangible goods but also encompasses services, experiences, and branding strategies.
What is Product?
Anti-smoking campaigns frequently use this emotion to elicit strong responses from consumers.
What is fear?
Media objectives define what an advertising campaign aims to achieve, with these key metrics being critical for evaluation.
What are reach, frequency, impressions, recency, and cost?
These key criteria can be combined to identify a target audience profile including behavioral, geographic, demographic, and psychographic data.
What is market segmentation?
In 2006, this fast-food giant launched a classic gameboard promotion, encouraging customers to buy certain products and collect game pieces for a chance to win prizes, sparking widespread participation and increased sales.
What is McDonald's Monopoly?
This is the value of a brand as perceived by consumers, which is influenced by their experiences and perceptions of quality and desirability.
What is Brand Equity?
In 2014, this viral social media challenge raised awareness and over $220 million for ALS research, as people poured buckets of ice water over their heads.
What is the "Ice Bucket Challenge"?
This budgeting method starts with goals, identifies tasks to achieve them, and assigns a budget accordingly.
What is the objective-task-budgeting approach?
Launched in 2013, this heartwarming ad campaign from Dove aimed to challenge societal beauty standards by showing women how others perceive them versus how they see themselves.
What is the "Dove Real Beauty" Campaign?
If IMC ensures that all marketing communications reinforce each other, and marketers can tailor messages to a process known as the Hierarchy of MarCom Effects, this is a key outcome of those efforts
What is brand loyalty?
an iconic beverage brand's 2011 campaign encouraged customers to buy personalized bottles featuring popular names, leading to a global trend of sharing and searching for customized drinks.
What is "Share a Coke"?
Seeing an ad over time can have a psychological effect that creates a tendency for individuals to align their attitudes and behaviors with a group
What is conformity?