MKTG102: Integrated Marketing Communications Overview

These flashcards cover key vocabulary terms from the lecture on engaging with consumers through integrated marketing communications.

Push Strategy

A promotional strategy where a company pushes its product to retailers, who then push it to consumers.

Pull Strategy

A promotional strategy where a company promotes directly to final consumers, creating consumer demand that pulls the product through the distribution channel.

Integrated Marketing Communications (IMC)

A strategic approach that coordinates various marketing tools and channels to provide a consistent message and maximize impact.

Direct Marketing

A marketing strategy that directly engages individual consumers to obtain an immediate response and build lasting relationships.

Digital Marketing

Marketing using digital tools and platforms to engage consumers anytime and anywhere via digital devices.

Viral Marketing

Marketing content that consumers seek out or share with others, often spread exponentially across social networks.

Consumer Brand Community

A group of consumers who connect over a brand and engage in discussions, sharing experiences and content related to that brand.

Ethical Issues in Marketing

Concerns regarding deception, privacy invasion, and the impact of marketing tactics on vulnerable populations.

Social Media Marketing

The use of social media platforms to connect with consumers, promote products, and build brand communities.

Online Advertising

Promotional content that appears on websites or social media as consumers are browsing the internet.