Chapter 18: Integrated Marketing Communications (Grewal & Levy, 8th Ed.)

Vocabulary flashcards covering key terms and definitions from Chapter 18 on Integrated Marketing Communications.

Integrated Marketing Communications (IMC)

A strategy that combines multiple communication tools to deliver a clear, consistent, and compelling message for maximum impact.

Communication Process

The flow of information from sender (encoding) through a channel to receiver (decoding), influenced by noise and measured via feedback.

Encoding

The act of transforming ideas and information into a message the sender will transmit.

Decoding

The receiver’s interpretation of the sender’s encoded message.

Noise (in communication)

Any interference—such as competing messages or unclear delivery—that distorts or obscures a message.

Feedback Loop

The receiver’s response that informs the sender how well the message was understood.

AIDA Model

A consumer journey framework consisting of Awareness, Interest, Desire, and Action.

Awareness (AIDA)

The stage in which marketing efforts first capture the consumer’s attention.

Interest (AIDA)

The stage where curiosity is stimulated and the consumer begins evaluating the offering.

Desire (AIDA)

The stage that builds an emotional connection, making consumers want the product or service.

Action (AIDA)

The final stage where consumers take steps such as purchasing or searching for more information.

Advertising

A paid, non-personal form of communication intended to inform, persuade, or remind target audiences.

Public Relations (PR)

Managing and maintaining a positive public image through media exposure and stakeholder engagement.

Sales Promotions

Short-term incentives—like coupons, rebates, or contests—designed to stimulate immediate purchases.

Personal Selling

Two-way, face-to-face communication between a seller and a buyer aimed at influencing purchase decisions.

Direct Marketing

Marketing activities that communicate directly with targeted consumers to elicit a response or transaction.

Online Marketing

Using digital channels—websites, email, and more—to engage consumers and promote brands or products.

Social Media (Marketing Context)

Interactive digital platforms that enable users to create, share, and discuss content while interacting with marketers.