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Integrated Marketing Communications (IMC)

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The systematic collective effort of all marketing mechanisms within a business to reinforce and support one another in order to achieve the desired marketing goals.

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Promotional Mix

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Tools used to accomplish IMC, which include advertising, sales promotion, personal selling, direct marketing, and public relations.

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Promotion

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How a company markets and gets the message out about its business.

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Marketing Communications

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The various forms of informing, persuading, and reminding prospective customers and customers about products and services.

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Source

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A company or brand that sends a message to consumers.

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Message

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The elements of communication that convey the ideas and information about a product or service.

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Encode

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The process of ensuring that the message fits the media and conveys the intended information and motivation.

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Decoding

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The act of interpreting the message.

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Receiver

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An individual who is part of the target audience for the message.

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Feedback

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The response of the receiver to the message sent by the source.

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Noise

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Personal communications at work, home, among friends, and by other marketing messages that can prevent a marketing message from being received by the target audience.

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Advertising

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A promotion that uses media, such as television, radio, newspaper, and magazines that are not necessarily well targeted but instead reach large mass markets.

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Sales Promotion

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A form of promotion, using incentives such as coupons, sweepstakes, contests, and loyalty programs, for the purpose of an immediate and measurable response.

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Personal Selling

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A form of promotion where a sales person engages a prospective customer for the purpose of completing a transaction.

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Public Relations

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A form of promotion that aims to improve the image of the organization of sway attitudes toward a specific issue.

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Direct Marketing

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Targeted marketing that is sent directly to a consumer.

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Specialized Media

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Specific media that is targeted at a demographic or segment of society.

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Steps to Master IMC

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1. Tactical coordination of marketing communications. 2. Scope of marketing communications. 3. Application of information technology. 4. Financial and strategic integration withing the business.

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Tactical coordination of marketing communications

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Requires marketers to ensure that a single message is being delivered through each of the promotional mix elements being employed in the IMC campaign.

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Scope of marketing communications

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Requires marketers to focus on the messaging from the customer's point of reference.

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Application of information technology

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The utilization of data an organization gathers in its daily interactions with its customers.

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Financial and strategic integration

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Refers to the alignment of a company's financial goals and its strategic focus.

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Search Marketing

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Using consumer search parameters to target buying behavior and interests.

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Search Engine Optimization (SEO)

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The act of making a website or web page more visible through search engines organically, which is without paid placements.

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Social Media

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Social forums and interaction aspects shared among consumers that influence the purchasing process.

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Promotional Objectives

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Goals that guide choices marketers make as they develop and implement the communications program.

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Marketing Objectives

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Include introducing a new product, positioning or repositioning a brand, or supporting the sales force or a new distribution partner.

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AIDA Model

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Helps marketers focus their communications. AIDA stands for: awareness, interest, desire, and action.

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Creativity

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The ability to present messages in fresh and unique ways that are appropriate to the company, product, service, or brand.

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Appeal

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The central element of the message, including the promotional offer if one is intended.

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Execution

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The method through which an appeal is presented in ways that will attract the attention and hold the interest of the receiver.

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Percentage of Sales

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Method for creating a promotional budget that estimates future spending based on past percentage of sales to create a promotional budget is one method used by companies and products that have been in the market for many years.

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Competitive Parity

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Method for creating a promotional budget that creates promotional budgets by comparing the promotional activities of a company's competitors.

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Objectives and Tasks

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Method for creating a promotional budget that requires the promotional objectives and supporting promotional mix, messages, and campaigns be fully detailed. Then, costs of production, media placement, and campaign implementation are assigned. The total of these tasks becomes the budget.

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All-You-Can-Afford

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Method for creating a promotional budget that is often employed by small companies facing cash control issues and are not able to plan for promotional expenses and are frequently used by startup companies.

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Building a promotional calender

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1. Identify the top promotional initiatives, perhaps 6 to 12, that need actions. 2. Place these onto a 12-month calendar at the appropriate times. 3. Envision the messages and themes for each promotional initiative. 4. Add holidays and events, such as the Super Bowl, that are relevant to the product or service.

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Push and Pull Tactics

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The coordination of communications by retailers and manufacturers to create the optimum conditions for consumers to receive and act on promotional messages.

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Trade-Oriented Sales Promotion

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A sales promotion aimed at a manufacturer's wholesalers and retailers.

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Consumer-Oriented Sales Promotion

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A sales promotion aimed at consumers.

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Contest

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A game requiring knowledge or skill and used as a consumer involvement device in promotions.

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Sweepstakes

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An event that only requires a consumer to register to win and used as a consumer involvement device in promotions.

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Premiums

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A gift that encourages a consumer to purchase a product or service.

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Samples

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Small quantities of product offered by retailers to encourage consumers to try the product before purchase.

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Rebates

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Cash returned to the consumer after retail purchases when the consumer submits a rebate form and proof of purchase.

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Media Vehicle

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A specific newspaper or magazine edition, television or radio program, or website.

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Reach

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The portion of the target market that can possibly read, watch, hear, or view a particular advertisement based on the media vehicle chosen.

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Broadcast Media

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Uses television and radio to deliver advertising over the airwaves.

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Print Media

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Relies on printing presses that produce newspapers and magazines.

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Out-of-Home Media

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Includes billboards, transit media, and captive media.

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Alternative Media

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Frequently associated with direct marketing and include direct mail and the telephone.

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Internet-Based Media

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Uses the power of the World Wide Web and cellular telephone technology to deliver advertising on computers and smart phones.

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Captive Media

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Advertising that appears in places where consumers are held captive for short periods of time, such as subways and buses.

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Publicity

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A form of public relations communications that uses unpaid news releases or articles, often placed with news media.

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Sales Management

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The organization's efforts, including hiring, training, developing, and evaluating sales personnel, aimed at improving the effectiveness of personal selling.

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Order Getter

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A sales person who is responsible for finding and promoting to prospective customers.

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Order Taker

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A sales person who facilitates the transaction but does not actively sell to prospective customers.

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Personal Selling Process

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A sequence of events that order getters use which includes prospecting, gathering information, approaching the prospect, presentation, closing and handling objections, and follow-up.

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Formula Selling

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A selling process that involves a memorized script or a step-by-step presentation that focuses on the product or service, its use, and its attributes.

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Adaptive Selling

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A selling process that begins with a script or presentation and the sales person is taught to listen for questions, watch for signals from the prospect, and change the presentation to meet the prospect's needs.

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Consultative Selling

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A selling process that starts with a discussion of the customer's needs and wants then proceeds to a proposal that demonstrates how the product or service meets the prospect's requirements.

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Sales Quota

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An amount of products or services that are expected to sell during a given period of time.

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Sales Plan

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The personal selling and sales management efforts aimed at achieving the promotion objectives.

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Collateral Material

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Props used to support the selling process that might include product or service brochures, instructional videos, sample packs and demonstration kits, and trade show booths.

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Digital Marketing

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Promotion and marketing communications via electronic media.

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Domain Name

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Words or characters used to identify a website address.

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Hosting

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The storage of files that make up the pages of the site. Hosting can be done either on an in-house server or on a third-party server for a fee.

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Web Design

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The art and science of developing a website.

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Landing Page

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A single webpage within a website designed with a specific focus separate from the home page. It is meant to serve a certain function or meet a specific objective, which could include generating a sale, filling out a contact form, or some kind of social media action.

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Search-Engine Marketing (SEM)

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A form of online promotion that involves companies working to increase visibility on search engines such as Google, Bing, and Yahoo.

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Search Engine

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An online program designed to index websites and digital documents to match online queries by users.

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Algorithm

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Mathematical formulas that are used in searches and social media to determine which content to display to users.

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Pay-Per-Click

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A promotional program where an advertiser places an ad and only pays when the ad is clicked on by a user.

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Keywords

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Used in relation to an Internet search, the terms that might be most commonly searched for as they relate to a page on a website.

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Click-Through Rate (CTR)

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The ratio of how many users see an ad versus actually clicking on an ad.

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Conversion Rate

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The number of people that complete a certain objective designated by the marketer.

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Cost-Per-Acquisition (CPA)

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The cost per new customer or desired action.

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Bounce Rate

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The percentage of users who visit a website but only view a single page and leave.

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Web Analytics

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Data that shows the various user behaviors on a website.

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Multivariate Testing

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Similar to A/B testing in that there are different versions of a webpage being tested, but with more variables being examined.

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Mobile Marketing

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The promotion of a company's goods and services via mobile devices such as cell phones and tablets.

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Display Advertising

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Ads that are designed to be presented on a webpage in text, image, or video form.

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Cost-Per-Thousand

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A payment option for display advertising for which a cost is set for each 1,000 people that view an ad. This is referred to as CPM because the M is the Roman numeral for 1,000.

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Email Marketing

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The promotional strategy of using email to deliver marketing messages.

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Spam

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Unwanted, or unsolicited email.

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Social Network

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A website or app designed to allow users to communicate with other users.

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Apps

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Short for the word "application," a self-contained software program designed to run on a computer, tablet, or phone.

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Content Marketing

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Creating digital material that generates value or creates value for the end user.

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Global Markets

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Markets throughout the world that interact to exchange goods and services through trade agreements and exports.

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Global Competition

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Firms competing across country borders.

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Protectionism

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The process of creating barriers to entry or restrictions for foreign firms doing business in local markets in an effort to protect domestic firms from the competition.

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Trade Agreements

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Agreements between two or more countries to exchange goods on a preferred or simplified manner to increase trade between the two markets.

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Tariff

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Taxes on imports designed to protect the local market.

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Quota

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A form of protectionism where imports are limited in quantity

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Transnational Marketing Strategy

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An international marketing strategy in which a firm's marketing mix remains relatively unchanged in countries around the world.

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The World Trade Organization (WTO)

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a nongovernmental organization (NGO) and "the only global international organization dealing with the rules of trade between nations"

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Multidomestic Marketing Strategy

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An international marketing strategy where a firm may operate under different brands and/or with different marketing mixes for each country where products are sold.

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Back Translation

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A process of translating a message to a different language and then translating it back to the original language to make sure the message is the same.

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Cultural Imperatives

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are standards and norms within a culture that outsiders must conform to in order to be accepted into the culture

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Cultural Electives

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are aspects of culture that outsiders can choose to follow but are not a requirement

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Cultural Exclusives

answer

are elements that foreigners should not partake in because doing so would be offensive to natives. Imperatives, electives, and exclusives differ by culture.

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Cultural Values

answer

Standards and norms within a culture that are considered significant and which govern the actions and behaviors of the people within the culture.

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Customs

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Practices and events people within a given culture participate in as a reflection of the cultural values.

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Cultural Symbols

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Images or graphics important to a local culture and representative of cultural values.

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Cross-Cultural Analysis

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Comparing a firm's domestic culture with the culture of a foreign market to determine similarities and differences. It is important to consider when entering the foreign market.

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Foreign Corrupt Practices Act

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A policy developed in the United States to prevent U.S. individuals and firms from bribing government officials in order to obtain business.

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Exporting

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The act of shipping or transmitting products from one country to another.

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Licensing

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The act of selling the rights to manufacture and distribute their products in the foreign country.

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Joint Venture

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The act of partnering with a firm in the foreign country.

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Direct Investment

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The act of establishing local operations in a foreign market without the assistance of a joint venture partner.

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Global Consumers

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Consumers with similar wants, needs, and values around the world.

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ethnocentricity

answer

the belief in the intrinsic superiority of the nation, culture, or group to which one belongs, often accompanied by feelings of dislike for other groups.

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ethics

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The principles of right and wrong that are generally accepted by an individual, organization, or industry.

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puffery

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The idea that the use of wild exaggerations is allowed as long as no reasonable person would take them literally.

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moral idealism

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views the individual rights as the primary decision factor in a marketing decision.

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utilitarianism

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views what is best for the majority as the determining factor in a marketing decision.

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advertorial

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a piece that is written by an advertiser and has the look and feel of an article.

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Natural Advertising

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Integrates the print advertising in with the editorial content and makes it even more difficult to differentiate between content that is written by an objective third party and that which is paid.

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laws

answer

Rules and regulations established by an authoritative body meant to govern the actions of a particular group of people and which are enforced by judicial and civil means.

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The Five Forces that Lead to Unethical Behaviors

answer

personal standards, organizational standards, societal standards, performance pressures, and market pressures.

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moral courage

answer

The ability to make decisions based on principles rather than circumstances, even in the face of competing pressures and consequences.

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Personal standards

answer

heavily influenced by factors that include religious beliefs, upbringing, cultural influences, and more

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organizational standards

answer

artifacts, values, assumptions

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societal standards

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customs and practices developed in a society that can be different in other societies

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performance pressures

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can be self imposed or set by the organization and influence poor decision-making by affected individuals.

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market pressures

answer

varies on time and place

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Corporate Social Responsibility (CSR)

answer

The process of making business decisions that have both positive economic and social consequences.

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Proactive CSR

answer

A process where a firm actively seeks out ways to make positive social contributions.

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Reactive CSR

answer

A process where a firm seeks to make positive social contributions as a way to compensate for previous negative impacts or to do the minimum required by law and society.

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cause marketing

answer

Marketing that leverages a social cause for mutual benefit.

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green marketing

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A type of marketing that promotes products, services, or processes that are friendly to the environment.

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sustainability

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The process of utilizing natural resources in such a way that they can continue to be used indefinitely.

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greenwashing

answer

The act of presenting a public image of environmental friendliness based on false or misleading information.

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marketing

answer

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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Holistic Marketing Concept

answer

The idea that marketing is not just a department, but also a company-wide, philosophy.

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triple bottom line

answer

A new accounting model for the 21st century that takes into account three important components: people, planet, and profit.

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vendor relationship

answer

A customer will buy something once.

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supplier relationship

answer

A customer becomes a repeat buyer.

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partner

answer

The company not only provides product, but also advice.

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Trusted advisor

answer

The company truly demonstrates to the customer that it cares about making his or her life better, whether the company's products are sold or not.

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code of ethics

answer

The standards to which everyone in a profession should adhere.

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three ethical norms

answer

do no harm, foster trust in the marketing system, and embrace ethical values

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six ethical values

answer

honesty, responsibility, fairness, respect, transparency, and citizenship.

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