Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications (IMC)

A series of vocabulary flashcards based on key concepts from the Integrated Marketing Communications lecture.

Integrated Marketing Communications (IMC)

The integration of the promotion mix elements with each other and with other elements of the brand’s marketing mix to communicate a unified message.

Geo-Fencing

The use of GPS or RFID technology to create a virtual geographic boundary for triggering responses when a mobile device enters or leaves an area.

Geo-Conquesting

A technique that uses location data to promote a competing offering to customers of a brand's competitors.

Promotion Mix

A combination of advertising, public relations, sales promotion, personal selling, direct marketing, and digital marketing/social media.

Digital First

A marketing approach where digital media is prioritized in the allocation of advertising budget.

Earned Media

Publicity gained through promotional efforts other than paid advertising.

Paid Media

Advertising that a brand pays for to leverage a channel.

Owned Media

Channels that a brand controls, such as its own website and social media profiles.

Proactive MPR

Marketing public relations that is strategically planned, focusing on a company’s marketing objectives.

Reactive MPR

Public relations activities that respond to external pressures and negative events affecting the organization.

Content Marketing

Creating and sharing valuable content based on customer needs to attract and engage consumers.