Chapter 1 – Integrated Marketing Communication – Flashcards
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the 4 P's: product, price, place, promotion
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marketing mix
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what a product or brand means to consumers and what they experience when purchasing or using it
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product symbolism
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an intangible asset of added value or goodwill that results from the favourable image, impressions of differentiation, and/or strength of consumer attachment to a company name, brand name, or trademark
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brand equity
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distribution of products directly from the manufacturer, such as online or catalogue ordering
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direct channels
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distribution of products through a network of wholesalers and/or retailers
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indirect channels
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the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea
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promotion
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the basic tools an organization uses in a promotional program advertising, direct marketing, internet marketing, sales promotion, public relations, personal selling
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promotional mix
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marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can influence their behaviour and stimulate sales
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sales promotion
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refers to non-personal communications regarding an organization, product, service or idea that is not directly paid for or run under identified sponsorship (i.e. News story, editorial or announcement about an organization and/or a new product)
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publicity
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the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance
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public relations
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occurs when organizations communicate directly with target audiences to generate a response and/or a transaction (telemarketing, call centers, direct mail, etc.)
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direct marketing
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where a product is promoted through an ad (normally television or print) that encourages the consumer to purchase directly from the manufacturer
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direct-response advertising
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flow of information where users can participate in and modify the form and content of the information they receive instantly (usually through online forum or website)
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interactive media
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a form of person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service, or to act on an idea
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personal selling
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a source that provides information or entertainment to their subscribers, viewers or readers
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media organizations
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these organizations provide services in their areas of expertise (e.g. direct marketing agencies, sales promotion agencies, interactive agencies and public relations firms)
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specialized marketing communication services
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the wide range of support functions used by advertisers; these individuals and companies perform specialized functions the other participants use in planning and executing advertising and other promotional functions
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collateral services
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a concept of marketing communications planning that puts together all aspects of the promotional mix in order to provide maximum communications impact
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integrated marketing communications
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creating, maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit
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relationship marketing
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the process of planning, executing, evaluating and controlling the use of promotional mix elements to communicate effectively with target audiences
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IMC management
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a written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand
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Marketing plan
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focuses on factors outside of the company itself, such as customers, market segments, competitors and general industry/economic environment
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external analysis
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assessment of relevant areas of the product offering and the firm itself
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internal analysis
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what the firm seeks to accomplish with its IMC program
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communication objectives
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behaviour expected from customers (trial purchase, repeat purchase, etc.)
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behavioural objectives
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what is to be accomplished by the overall program
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marketing objectives
