Integrated Marketing Communications, Advertising, Digital Marketspace, and Social Media

Vocabulary practice flashcards covering Integrated Marketing Communications, Advertising, Sales Promotion, Public Relations, Digital Marketspace, and Social Media Marketing.

Communication

The process of relaying information to others.

Encoding

The step in communication where the sender packs an idea into symbols.

Decoding

The step in communication when the receiver interprets symbols packed by the sender.

Response

The impact of a message on a receiver's mind and behavior.

Feedback

Reading the reaction of the receiver and using it to judge whether the message was understood.

Noise

Anything that interferes with a message as it moves from sender to receiver.

Advertising

A paid message from a clearly identified sponsor delivered through nonpersonal channels.

Personal Selling

Direct conversation between a buyer and a seller to shape a purchase decision.

Public Relations

A form of communication management that tries to shape how different groups think and feel about the organization and what it offers.

Publicity

Earning attention through news, reviews, and announcements, where a third-party mention establishes credibility.

Sales Promotion

A brief incentive designed to spark immediate interest in a product or service, such as coupons, samples, and rebates.

Direct Marketing

A promotion that speaks to people individually rather than to a crowd, reaching consumers without relying on a traditional store visit.

Push Strategy

Aiming promotion at the middle of the distribution chain by asking wholesalers and retailers to carry the product.

Pull Strategy

Shifting promotion toward final buyers to create consumer demand so that wholesalers and retailers request the product.

Hierarchy of Effects

The sequence of promotion objectives a consumer moves through: awareness, interest, evaluation, trial, and adoption.

Percentage of Sales Budgeting

A budgeting approach that ties promotion spending directly to past or anticipated sales.

Competitive Parity Budgeting

A promotion budgeting method that matches or copies competitors' spending.

All You Can Afford Budgeting

A promotion budgeting method where money is allocated to promotion only after other operational costs are paid.

Objective and Task Budgeting

A promotion budgeting method that establishes a specific goal, determines what actions are needed to achieve it, and estimates the associated costs.

IMC Audit

A check-up on a company's entire communication system.

Direct Orders

Direct marketing messages that provide enough detail for a customer to make an immediate purchase.

Lead Generation

A direct marketing offer specifically designed to generate consumer interest.

Traffic Generation

A direct marketing offer designed to draw prospective customers into a physical store.

Product Advertisements

Advertisements designed to move a good or service off the shelf, categorized into pioneering, competitive, and reminder forms.

Pioneering Advertisements

Informational advertisements that appear when a product is new to explain what it is and what it can do.

Competitive Advertisements

Advertisements that try to persuade consumers and win preference over alternative brands.

Reminder Advertisements

Advertisements designed to keep a product's name familiar in the minds of consumers.

Institutional Advertisements

Advertisements focused on organization-wide reputation building, often used to build confidence or soften negative publicity.

Advocacy Advertisements

Institutional advertisements that state the position of a company on an issue or take a public stand.

Advertising Appeals

Approaches that show how an audience is moved, commonly featuring humor, fear, or sex.

Gross Rating Points (GRP)

A media planning metric calculated as $\text{Reach} \times \text{Frequency}$.

Cost Per Thousand (CPM)

The cost of reaching $1{,}000$ individuals or households with an advertising message in a given medium.

Continuous Schedule

An advertising schedule that runs steadily throughout the year when seasonal factors are unimportant and demand is steady.

Flighting Schedule

An intermittent advertising schedule where periods of advertising are alternated with periods of no advertising to match seasonal demand.

Pulse Schedule

A burst advertising schedule that blends flighting and continuous scheduling, especially useful during demand spikes or the introduction of a new product.

Portfolio Tests

An advertising pretest where the test ad is tucked away within other materials so participants evaluate it in a natural reading setting.

Jury Tests

An advertising pretest where an ad is shown directly to a panel of consumers for ratings on attention, appeal, and reaction.

Theatre Tests

An advertising pretest where participants are shown commercials during a movie or television show and give feedback during or after viewing.

Full-Service Agency

An advertising agency that provides the complete range of services, handling everything from market research to media selection and artwork production.

Limited-Service Agency

An advertising agency that specializes in and focuses on one slice of the creative or operational job.

In-House Agency

An advertising operation using the company's own internal staff to fulfill communication and promotion tasks.

Aided Recall

A posttest method in which researchers give hints or show the ad to determine what viewers recognize.

Unaided Recall

A posttest method that removes prompts and hints to determine what participants remember without assistance.

News Release

A publicity tool consisting of an announcement that gives journalists story ideas.

News Conference

A publicity tool that brings media representatives together in person for a major announcement.

Public Service Announcements (PSAs)

Free airtime donated by the media to deliver non-commercial announcements.

Premiums

An extra merchandise item offered free or at a significant discount to make a purchase more appealing.

Contests

A sales promotion that invites consumers to apply skill or creative analytical thinking to compete for a prize.

Sweepstakes

A sales promotion where participants submit entries and winners are determined entirely by chance or luck.

Point-of-Purchase (POP) Displays

Promotional signs or displays positioned in high-traffic retail areas to attract consumer attention and drive purchases.

Rebates

A return of money to the buyer from the manufacturer based on submitted proof of purchase.

Cooperative Advertising

An arrangement where a retailer advertises a manufacturer's product locally and the manufacturer pays for a portion of the expense.

Marketplace

A traditional, face-to-face exchange environment characterized by physical facilities and tangible objects.

Digital Marketspace

An online, face-to-screen exchange environment.

Cookies

Computer files that act as website memory aids to track visit behavior, though they frequently raise consumer privacy concerns.

Social Commerce

The use of social networks for online browsing and buying transactions.

Cross-Channel Consumers

Consumers who research products online and buy in retail stores, or research in retail stores and buy online.

Showrooming

The practice of examining merchandise in a physical store and then purchasing it online at a lower price.

Webrooming

The practice of researching products online and subsequently purchasing them in a physical retail store.

Multichannel Marketing

The practice of blending different communication and delivery channels that mutually reinforce each other.

Marketing Attribution

The practice of collecting data and deciding how much financial or conversion credit each marketing channel receives across touchpoints.

User-Generated Content (UGC)

Online media that is publicly available, shows original creative effort, and is created by consumers outside a professional or commercial organization.

Media Richness

A dimension of social media classification describing how much a channel carries acoustic, visual, and personal presence.

Self-Disclosure

A dimension of social media classification measuring the degree to which individuals share their thoughts, feelings, likes, and dislikes.

Influencer Marketing

The practice of identifying and recruiting trusted, relevant online individuals to advocate for a company's brand and offerings.

Social Shopping

The use of social platforms to exchange purchase experiences, reviews, discounts, and wish lists with peers.

Social Media Marketing Program

A company's coordinated effort to create and deliver content that attracts viewers and encourages them to share it across social networks.

Customer Engagement

The degree and depth to which a customer chooses to interact with a brand online.

Share of Voice

A social media performance measurement reflecting the percentage of online brand chatter compared to competitors.

Mobile Marketing

Interactive and ongoing marketing communication and promotions delivered through personal mobile devices.