Integrated Marketing Communications and Direct Marketing

Flashcards covering key concepts in Integrated Marketing Communications and Direct Marketing.

Integrated Marketing Communications (IMC)

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.

Promotional Mix

The combination of one or more communication tools used to inform prospective buyers about benefits, persuade them to try products, and remind them of the benefits they enjoyed.

Communication Process

A process that requires six elements: source, message, channel of communication, receiver, encoding, and decoding.

Encoding

The process of transforming an idea into symbols by the sender.

Decoding

The process by which the receiver interprets the set of symbols (the message) into an idea.

Push Strategy

A promotional strategy that directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Pull Strategy

A promotional strategy that directs the promotional mix at ultimate consumers to encourage them to ask retailers for a product.

Sales Promotion

A short-term inducement of value offered to arouse interest in buying a product or service.

Direct Marketing

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order or a request for information.

Public Relations (PR)

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and other publics about a company and its products.

Advertising

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

Hierarchy of Effects

The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action.

Lead Generation

The result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

Direct Orders

The result of a direct marketing offer that provides all the information necessary for a prospective buyer to make a decision.

Traffic Generation

The outcome of a direct marketing offer designed to motivate people to visit a business.

Field of Experience

A similar understanding and knowledge that both the sender and the receiver share in the communication process.

Noise

Extraneous factors that can work against effective communication by distorting the message or feedback.