Engaging with the Consumer – Integrated Marketing Communications (Part A)

A set of vocabulary flashcards based on the concepts of integrated marketing communications.

Integrated Marketing Communications (IMC)

The coordination and integration of all marketing communications tools to deliver a clear, consistent message about a brand.

Marketing Communications Mix

A combination of strategies including advertising, sales promotion, public relations, and social media used to communicate with consumers.

AIDA Model

A marketing model that describes the stages of consumer engagement: Attention, Interest, Desire, Action.

Promotion Tools

Methods used to communicate marketing messages, including advertising, personal selling, sales promotion, and public relations.

Public Relations

A strategic communication process that builds mutually beneficial relationships between organizations and the public.

Sales Promotion

Short-term incentives designed to encourage the purchase or sale of a product or service.

Cognitive Stage

The stage in the communication process where consumers gain awareness and knowledge about a product.

Affective Stage

The stage in the communication process where consumers develop feelings, attitudes, or preferences towards a product.

Conative Stage

The stage in the communication process where a consumer's intention to purchase a product is developed.

Creative Strategy

The plan that guides the creation of a marketing message to effectively communicate with the target audience.