Integrated Marketing Communication & Advertising, PR and Sales Promotion

These flashcards cover key vocabulary and concepts related to Integrated Marketing Communication, Advertising, Public Relations, and Sales Promotion as noted in the lecture.

Integrated Marketing Communication (IMC)

A strategic approach that ensures all brand contacts received by a customer are relevant and consistent across all communication channels.

Marketing communications

Includes public relations, customer service encounters, social media, event promotions, sponsorships, sales material, sales presentations, and consumer promotions.

Communication Objectives

Goals for marketing communications, which include brand awareness, brand information, attitude change, and behavior change.

Aided recognition

Consumer's ability to recognize a brand when presented with the brand name or logo.

Unaided recall

Consumer's ability to identify the brand within its business category without prompts.

Top-of-Mind Awareness

A measure of how many consumers can name a brand among the first that come to mind.

Action objective

A communication goal that aims to cause a specific action or behavior in the target audience.

Public Relations (PR)

The management of communications and relationships to build a positive image of the firm and handle unfavorable stories.

Cause-related marketing

A collaboration between a corporation and a nonprofit to mutually promote sales and the nonprofit's cause.

Sales Promotion

Special incentives or programs designed to generate short-term sales increases, including coupons, contests, and loyalty programs.

Communication materials

The strategic content and messaging used in marketing communications.

Marketing communications decisions

Decisions that can be more emotional than logical and must consider effectiveness and efficiency.

Measurement and accountability in marketing communications

The process of assessing the effectiveness and efficiency of marketing communications efforts.