Integrated Marketing Communication (IMC)

Vocabulary flashcards reviewing core definitions, tools, objectives, and planning processes in Integrated Marketing Communication (IMC).

Integrated Marketing Communications (IMC)

An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.

Integrated Marketing Communications (AAAA Definition)

As defined by the American Association of Advertising Agencies, a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (advertising, public relations, personal selling, and sales promotion) and combines them to provide clarity, consistency, and maximum communication impact.

Goal of IMC

To generate short-term financial returns and build long-term brand value.

Advertising

A marketing tactic involving paying for space to promote a product, service, or cause, aimed at reaching people likely to buy and enticing them to purchase.

Personal Selling

Also known as face-to-face selling, a promotional method in which a salesperson uses skills and abilities to convince a customer to buy a product.

Public Relations (PR)

The process of maintaining a favorable image and building beneficial relationships between an organization and the public communities it serves, often called 'free advertising' because it earns publicity without paying for ad space.

Good PR Formula

GOOD PR = publicity + image + control.

Primary Objectives of IMC

The four main objectives of IMC: Creating Brand Awareness, Generating Product Interest, Increasing The Desire For Products, and Prompting Actions In The Form Of Sale.

Traditional Approach to Marketing Communications

A promotional approach where media advertising serves as the central focal point, while other promotional functions like PR, sales promotion, and direct marketing are handled separately and unintegrated.

Contemporary Perspective of IMC

A perspective that views IMC as an ongoing business process targeting multiple relevant audiences and emphasizing accountability and measurement of outcomes.

Direct Marketing

Targeted and measurable communication designed to generate direct action (such as orders, inquiries, or store visits) using media like direct mail, telemarketing, and TV/radio direct response.

Consumer-oriented Sales Promotion

Sales promotion tools targeted at end-users to induce trial or repurchase, including coupons, samples, premiums, sweepstakes, rebates, bonus packs, loyalty programs, and events.

Trade-oriented Sales Promotion

Sales promotion tools targeted at resellers, including trade allowances, POP displays, training programs, trade shows, and coop advertising.

Publicity Vehicles

Tools used to earn unpaid media exposure, including news releases, feature articles, interviews, press conferences, and special events.

Public Relations Tools

Instruments used to shape public perception, including publicity vehicles, special publications, community activities, corporate advertising, cause-related marketing, public affairs activities, and special event sponsorship.

Shelf Talkers

Point-of-purchase promotional materials placed in stores at or near the location where a brand is displayed.

Merchandising

The decision-making activity involving store displays, signage, and product positioning to promote sales.

Cooperative Advertising

An arrangement where a manufacturer offers retailers an advertising program, providing materials, formats, and partial funding for running product-specific ads.

Vertical Cooperative Advertising

A type of co-op advertising in which an upstream manufacturer or service provider pays for a downstream retailer's ad.

Horizontal Cooperative Advertising

A type of co-op advertising in which local dealers within a geographic area pool funds to sponsor joint advertising.

Ingredient Producer Co-op Advertising

A type of co-op advertising in which the manufacturer of an ingredient pays for part of an ad run by a company using that ingredient in its finished product.

Direct Selling

The marketing and sale of consumer products directly to consumers outside of fixed retail locations, such as through companies like Amway or Tupperware.

Personal Selling Process

The six sequential steps involved in closing sales: Prospecting -> Approach -> Presentation -> Objection Handling -> Closing -> Follow-up.

Brand Identity

A combination of elements including name, logo, symbols, design, packaging, product/service performance, and consumer mind associations.

Process of IMC

The six key steps in developing an IMC strategy: 1. Know Your Audience from Behavioral Data, 2. Develop a Situational or Contextual Analysis, 3. Determine Your Marketing Objectives, 4. Establish Your Budget, 5. Defining Your Strategies and Tactics, 6. Evaluation and Measurement.

Behavioral Data

Information providing insights on what prospect consumers do and their preferences regarding a brand's offerings.

Demographic Data

Audience information covering statistics such as age, gender, education, and geography.

Situational Analysis

Generally known as a SWOT analysis, the examination of internal and external environmental factors affecting a brand.