Integrated Strategic Communication & Marketing Principles

Flashcards based on Chapter 1 lecture notes covering Integrated Strategic Communication, Integrated Marketing Communication, Value, and the elements of the Promotional Mix.

Marketing

Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.

Integrated Strategic Communication (ISC)

Strategically weaving together all the types of communication that a brand (or cause or candidate) uses to persuade an audience to act (buy or donate or support).

4 Ps of Marketing

Product, price, place, and promotion.

Integrated Marketing Communication (IMC)

Also known as relationship marketing, an approach that works to interactively engage a specific individual using a specific message through specific media outlets to set up channels of information and persuasion.

Value

Customer's perception of benefits of a product or service against cost of acquiring and consuming it.

IMC Plan

A comprehensive plan that evaluates the strategic roles of a variety of communication tools, builds long-term relationships, targets interactive exchanges, and ensures a consistent, unified image.

Promotional Mix

The core set of communication tools consisting of advertising, public relations, personal selling, direct marketing, digital marketing, and sales promotion.

Advertising

Any paid form of nonpersonal communication about an organization, product, or service with an idea from an identified sponsor.

Inside-Out Approach

An advertising approach involving mass media where the seller does no more than deliver a message to a buyer.

Direct Marketing

Communicating directly with target customers to generate a response and/or transaction through database management, direct selling, telemarketing, and direct-response advertising.

Interactive Media

Digital media that allow users to participate in and modify the form and content of information they receive in real time.

Social Media

Online means of communication and interactions used to create, share, and exchange content.

Mobile Marketing

Messages delivered that are specific to a consumer's location or consumption situation.

Sales Promotion

Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumer to aid in stimulating immediate sales.

Public Relations

Evaluates public attitudes and aligns corporate or organizational values with the public interest to establish and maintain a positive image and reputation among various publics.

Personal Selling

Person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase a company's product or act on an idea.