advertising

integrated marketing communications (IMC)

The process of giving and receiving products or services, often involving some form of negotiation, where both parties perceive mutual benefit.

sustainability

Development that meets the needs of the current generation without compromising the ability of future generations to meet their needs.

promotional mix

includes advertising, direct marketing, digital/Internet marketing, sales promotion, publicity/public relations, and personal selling.

direct-response advertising

A form of advertising for a product or service that elicits a sales response directly from the advertiser.

paid media

Channels a marketer pays for including traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads

owned media

Channels that a company controls, such as its websites, blogs, and mobile apps as well as social media channels.

earned media

influencers, word of mouth, Exposure for a company or brand that it did not have to pay for and is generated by entities outside the firms such as media coverage or through others sharing information via social media.

integrated marketing communications management

The process of planning, executing, evaluating, and controlling the use of various promotional-mix elements to effectively communicate with a target audience.

5 P’s

product, price, place, promotion, people

Product

aspects like design, features, branding, and packaging.

Price

the amount charged for a product or service, influenced by factors such as cost, competition, and perceived value.

Place

the locations or channels through which products and services are sold and delivered to customers. (target vs walmart, exclusive)

Promotion

to communicate with customers about a product, including advertising, sales promotions, and public relations.

People

who you are talking to, targeting this segement

integrated marketing communications (IMC)

coordinates various promotional tools and channels to deliver a consistent message and enhance the customer experience. (through the promotional mix)

Advertising (PM)

$$$! broadcast, print, social media, tv, we pay!

Direct Marketing (PM)

promotional messaging directly targeted to individual consumers, often through mail, email, or online platforms.

Digital/Internet Marketing (PM)

promotional activities conducted online, using digital channels to reach consumers directly. !!!track with cookies!!

Sales Promotion (PM)

coupons, deals, buy one get one, what the heck i’ll buy it. but, could devalue the brand and cost money

Public Relations (PM)

typically you generate and put into the world, press release, news conference, hoping people talk and share it. hard to control and predict

Personal Selling (PM)

1:1, high value item like a car/vacation home, direct interaction between a salesperson and a potential buyer, aimed at building relationships and closing sales.

Target Audience

(use MRI-Simmons or CLARITAS to find) the specific group of consumers at which a product or marketing campaign is aimed. center of promotional mix

Objectives

the specific goals that a marketing campaign aims to achieve, such as increasing sales, brand awareness, or customer engagement. (to get to football game)

Strategies

a plan of action designed to achieve specific marketing goals (how to get there, eg route)

Tactics

specific method (choose this car to get there)

Centralized System

marketing approach where all decisions and strategies are made from a single, central authority, ensuring consistency in messaging and branding across all channels.

Decentralized System

marketing approach where decision-making is distributed among various levels or regions (localized and focused)

full-service agency

provides a comprehensive range of services including market research, creative development, media planning, and campaign execution.

departmental system

agency functions are set up as a separate department and called on as needed to perform its specialty and serve all of the agency’s clients.

group system

individuals from each department work together in groups to service particular accounts.

Creative boutiques

small ad agencies that provide only creative services but do not have media, research, or account planning capabilities.

commision system

the agency receives a specified commission (usually 15 percent) from the media on any advertising time or space it purchases for its client.