Chapter 1 Integrated Marketing Communications Overview

Flashcards covering key concepts, statistics, and definitions related to Integrated Marketing Communications.

Digital Advertising Market

The digital advertising market is forecasted to reach $734.6 billion in 2025, accounting for 70.8% of overall ad spend worldwide.

Average Screen Time (U.S.)

Average screen time in the United States is 7 hours and 4 minutes per day.

Digital Spending

Digital spending has surpassed traditional spending, with 71% of media ad spending now digital.

Social Media Advertising Spend

Spending on social media advertising is expected to reach $185 million in 2025.

IMC Process

Integrated Marketing Communications is viewed as an ongoing strategic business process that ensures all marketing and promotional activities project a consistent image.

Key goals of IMC

The goals of IMC include generating short-term financial returns and building long-term brand and shareholder value.

Sustainability in Marketing

Sustainability in marketing is the development that meets the needs of the current generation without compromising future generations' ability to meet their needs.

Elements of the Promotional Mix

The promotional mix includes advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.

Role of Brand Index (RBI)

The Role of Brand Index quantifies the portion of the purchase decision attributable to the brand versus other factors.

Core Brand Values

Core brand values are the fundamental beliefs or tenets that the brand communicates and stands for.