IMC = Advertising, public relations, sales promotion, personal selling, event marketing, sponsorship,

direct response, interactive communications.

WHY IMC: 1) consumer media habits are changing 2) the strategic focus on CRM, 3) the expanding role
of database marketing 4) the sudden and dramatic impact of the Internet and other communications
technologies and 5) greater demand for efficiency and accountability.
CRM: programs are concerned with establishing, maintaining and enhancing long- term relationships; they
involve collecting information about customers that can be used to develop and sustain those relationships.
Call for marketing and marketing communications programs that are designed to approach customer groups
(targets) collectively and each customer individually  resulted in the shift from more traditional forms of
communications to other forms of communication such as direct response or interactive marketing.
CND DEMO: The basic trends are: an aging population, trend towards urbanization, different household
formations, ethnic diversity, gender economics.
B2B vs B2C: Business markets demand quality (consistent quality on every order), service (reputable
suppliers with prompt service), continuity of supply (a steady source of supply) and price (buyers evaluate
price in conjunction with other criteria). To ensure that the right buying decision is made, organizations
employ a formal (buying committee) or informal (buying centre) approach.
STRAT: Consumer behaviour knowledge in the areas of needs and motives, personality and self concept,
attitudes and perceptions, reference groups and families are considered when an organization plans its
marketing communications strategies.

AD PLAN = Creative Plan is concerned with what message will be communicated and how it will be
communicated. Media Plan involves strategic decisions about what media to use and how much money to
invest in the media that are chosen.
INFLU: Economic trends, competitor activity, social and demographic trends, technology, law and
regulations.
 FOR McD Aging population, more ethically diverse, more health and fitness conscious.
4 STRAT: Penetration strategy, acquisition strategy, new product development strategy and strategic
alliances.
 An assessment of marketing situation includes an assessment of: external influences, market analysis,
competitor analysis, target market analysis, brand analysis and SWOT analysis.
MODEL: Marketing communications objectives, marketing communications strategies, creative plan,
media plan, direct response plan, interactive communications plan, sales promotion plan, public relations
plan, events and sponsorship plan.

DURABLE: like cars, don't come in a package, key influencer in the buying process could be design. In
the durable goods market, designers have traditionally followed one basic premise: form follows function.
B POSITION: is the selling concept that motivates purchase or the image that marketers want a brand to
have in the minds of consumers.
BENEFITS: For the consumer: the brand name suggests a certain level of quality, there can be
psychological rewards for possessing certain brands, and brand distinguish competitive offerings. In a
marketing context, a good brand name communicates a USP, branding allows for the creation and
development of an image and satisfied customers will make repeat purchases
BRAND EQU: is the value (monetary or non- monetary) to its owners, determined by the success of
marketing activities; influenced by brand name awareness, degree of customer loyalty and perceived
quality.
BRAND: is an identifying mark, symbol, word or words, or combination of mark and words that separates
one product from another. It can also be defined as the sum of all tangible and intangible characteristics that
make a unique offer to customers.
PACKAG: protects the product, markets the product, and it offers convenience to consumers. Packaging
must support and enhance the positioning strategy and other elements of the communication mix.
TAG LINE: is a short phrase that captures the essence of an advertised message. A slogan is a short phrase
that captures the essence of an entire advertising campaign; reflects the positioning strategy of the brand
and is shown in all ads in all media.
APP: Positive appeals, negative appeals, humorous appeals, sexual appeals, emotional appeals, lifestyle
appeals, comparative appeals, factual appeals.
CREATIVE PLAN: starts with an assessment of the marketing background and then developing a
marketing plan. The Advertising Plan is usually developed by an advertising agency and it starts with
identification of the advertising problem, then the development of an advertising plan (and media plan).
The final stage in the creative planning process is the creative plan (which includes creative objectives,
strategy and tactics.
CELEB endorsements don't always work — but star power often does attract advertisers and an audience.
The effectiveness often depends on the match between the brand's target audience and the audience of the
celebrity.
COMP AD APP: For a “ challenger” brand, showing comparisons where the challenger performs better
than the market leader is often convincing — it will make consumers think more about the brand than they
currently use. Some of the risks of comparative advertising are: the brand leader may retaliate and the
brand that made the comparisons may need adequate financial resources to fight an advertising war. Also,
any claims made must not mislead the public — or the market leader can instigate legal proceedings.
Critics of the comparative appeal believe a brand should stand on its own merits.
CREATIVE: objectives are statements that clearly indicate the information to be communicated to the
target audience and include a key benefit statement and support claims statement. Creative strategy is a
statement of how the message will be communicated to the target audience and deals with issues such as
the theme, the tone and style of the message and appeal techniques. In the creative execution stage, specific
decisions are made regarding how to best present the message.

EVENT success are how well the event reached the target audience and how well the brand or company is
associated with the event.
PRIMARY: Surveys - data collected systematically through some form of communication with a
representative sample by means of a questionnaire that records responses.
Observation - form of research in which the behaviour of the respondent is observed and recorded; may be
by personal or electronic means.
Experiments - research in which one or more factors are manipulated under controlled conditions while
other elements remain constant so that the respondent's actions can be evaluated.
MANAGERIAL: Creative may be evaluated using the following criteria:
- In terms of content, does the advertisement communicate the creative objectives and reflect the
positioning strategy of the brand?
- In terms of how the ad is presented (execution and strategy) does it mislead or misinterpret the the intent
of the message?
- Is the ad memorable? - Is the brand recognition effective? - Should the advertisement be researched?
Create eff: Recognition and recall testing, opinion- measure testing, and physiological- response testing.
IMC SUCCESS: An increase in market share, productivity (new customers, awareness, brand image),
sales and profit, customer satisfaction, and social responsibility.

 Checklist for running a business experiment

Purpose, Buy-in, Feasible, Reliability, Value

 Brand resonance has four dimensions, which each capture a number of different aspects of brand
loyalty:
o (1) Behavioral loyalty – (2) Attitudinal attachment –
o (3) Sense of community –(4) Active engagement
Source Credibility Model (Hovland)
 Expertness is defined as the perceived ability of the source to make valid assertions
 Trustworthiness is defined as the perceived willingness of the source to make valid assertions

Source Attractiveness Model (McGuire) depends for its effectiveness on the “familiarity” / similarity