- Creative ads and sales work hand in hand. (T/F), Creativity is not the exclusive domain of those who work in the creative department of ad agencies. (T/F), The receiver's perception of the source of the message may affect the source's ability to communicate. (T/F), Retail giant Target has an internal creative department that handles the design of its weekly circulars, direct-mail pieces, in-store displays, promotions, and other marketing materials. Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels: [Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA]. Tristan is involved in, The single most effective approach for establishing and developing a personal relationship with the customer is through, Amy just took a job with a scrap metal collection company. University of Southern California Marshall School: Promotion-Integrated Marketing Communication, Reference for Business: Marketing Communication. Marketers recognize that subcultures have an influence on consumer behaviors. While moving from the base to the top of the communication effects pyramid, which of the following comes just before repurchase of a product? However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another. The proliferation of channels for marketing, ranging from social media to email, broadcast advertising to direct mail, makes it even more important to have an integrated marketing communication strategy in place. Integrated marketing communication is an important part of a company's overall marketing strategy. In this context, the big idea can sometimes be referred to as an ‘experience idea’ because it marks the transition from strategy to execution: The goal is to develop an idea that is joined up and integrated with all other relevant channels, rather than a series of separate executions that have a tenuous relationship with one another. What type of advertising attempts to develop initial demand for a product? The pitfalls of not having an integrated marketing strategy are great. The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as. (T/F), The integrated marketing communications approach calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning. Commercials for Vinnie's Marshmallows describe its marshmallows as a delicious snack for all ages. Her job is to search for potential customers that need to get rid of scrap metal or those customers who wish to buy scrap metal. The founders of Wieden + Kennedy, best known for its excellent creative work for companies such as Nike and ESPN, believe a key element in the agency's success is a steadfast belief in _________, and prioritizes creative work above the client-agency relationship. Often, insights are the arsenal of comedians and poets. Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. (T/F), Digital/interactive agencies and public relations firms are examples of organizations that provide specialized marketing communication services. (T/F), Account planners work with the client as well as other agency personnel, including the account executives, creative team members, research department personnel, and media specialists. C. integrated marketing communications. Gavin Llewellyn (LinkedIn) is an independent consultant. business image by peter Hires Images from. Iconix supermarkets placed an insert in Tuesday's Great Plains Digest, a regional newspaper that has more than 100,000 subscribers. Now that we’ve established some of the benefits of creating an IMC campaign, let’s look at five steps to consider when developing a new marketing campaign: From the very outset of any campaign, it’s crucial to have a clear and common set of objectives. The goal is to develop an idea that is joined up and integrated with all other relevant channels, rather than a series of separate executions that have a tenuous relationship with one another. Access our brand-new Learning Paths with 50% off. (T/F), There is strong, consistent evidence that cutting back on advertising does not hurt sales during and after a recession. B. find the least expensive alternative to promoting a firm's products. (T/F), An objective is said to be measurable if it specifies a method and criteria for determining how well a program is working.