Chapter 15_IMC & Media

Consumers control how much advertising they consume, so marketers need to be creative in developing content.

A shotgun strategy is broad-based and generalized.

Legal or regulatory restrictions force marketers to be creative in how or where they present their messages to consumers

An IMC plan is designed to find consumers when they do not wish to be found due to ability to filter or block messages.

Push strategies create demand by directing promotional efforts at final users.

Share of voice measures what % of the total number of marketing messages in a category are from a particular marketer

The media planning process starts with developing a great creative idea around the product or brand.

Social change and interconnectedness among consumers means large demographic groups are _______ and challenge marketers.

Placing an ad in a medium whose audience profile is reasonably close to the target market profile is referred to as a

____ is an extension of an org's media; however, it's unreliable and ___, but makes a powerful statement about the brand

CRUSHED ICE, an event with ice skaters on a downhill ice track, is a example of experiential marketing for what product?

The excessive marketing messages we are exposed to daily is becoming recognized as ______ and maybe considered damaging.

Pulsing broadcasts the message consistently, not constantly, preventing wearout but still is top-of-mind to the consumer

Social change and interconnectedness of todays consumers forces marketers to look beyond demographic groups as targets.

Using SM for marketing communications has limited value added due to a lot of clutter and poor regard by consumers

Traditional media targeted mass audiences, new media platforms easily targets a select and focused groups of consumers.

Wearout means that a particular message is overexposed and marketers are wasting money by continuing to support it.

"Reach" is the average number of times an audience is exposed to a message over a given period.

Two of the most important concepts of media planning are ...

Creating and developing a media plan starts with ________.

Placing an ad in the middle of a TV block of ads is less valuable because consumers are less likely to see it.

Competitive benchmarking in media budgeting leads marketers to use "whatever it takes" approach to meet goal at any cost

Marketers know that the consumer is insignificant when designing an IMC plan where the focus is on the product and brand

In a pull strategy, the organization creates demand by directing promotional efforts at channel members.

Placing ads in the special interest magazine "Vogue Knitting" would be a wise tactic consistent with a shotgun strategy