Integrated Marketing Communications and Advertising Practice Flashcards

A comprehensive set of vocabulary flashcards covering the key terms and concepts of Integrated Marketing Communications, Advertising, and the Selling Process as detailed in the Chapter 18 and 19 lecture notes.

Integrated Marketing Communications (IMC)

The coordination of all promotional tools so that the message is consistent and effective across all channels.

Advertising

Paid, non-personal communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take action.

Public Relations (PR)

Managing the firm’s image and media coverage to build a positive reputation and handle unfavorable events.

Sales Promotion

Short-term incentives such as coupons, contests, and rebates designed to stimulate immediate demand.

Personal Selling

A promotional tool involving direct interaction between a salesperson and a customer to solve problems or make a sale.

Direct Marketing

Targeted communication sent directly to consumers, including email, mail, and mobile marketing.

Advertising Response Function

A concept stating that after a certain point, more advertising spending does not significantly increase sales.

Push Strategy

A strategy where the company promotes down the channel from manufacturer to wholesaler to retailer to reach the consumer.

Pull Strategy

A strategy where the company promotes directly to the end consumer to create demand that fetches the product through the retail chain.

Informative Advertising

Advertising used in the introduction stage to build awareness, explain how a product works, and build brand image.

Persuasive Advertising

Advertising used in the growth stage to encourage brand switching, change perceptions, and influence buying decisions.

Reminder Advertising

Advertising used in the maturity stage for established brands to maintain awareness and keep the brand top-of-mind.

Institutional Advertising

Advertising designed to enhance a company’s image, values, or mission rather than promote a particular product.

Advocacy Advertising

A subtype of institutional advertising used to express views on controversial issues or respond to media attacks.

Pioneering Advertising

Advertising intended to stimulate primary demand for a new product or category by focusing on what the product is and how it works.

Competitive Advertising

Advertising intended to influence demand for a specific brand by focusing on emotional appeal and differentiation.

Comparative Advertising

A form of advertising used in the maturity stage that directly compares two or more competing brands.

DAGMAR

An approach standing for Defining Advertising Goals for Measured Advertising Results; it requires defining a target, percentage change, time frame, and specific goal.

Unique Selling Proposition (USP)

A desirable, exclusive, and believable theme or slogan that becomes the core message of an advertising campaign.

Informational Appeal

An advertising appeal focusing on profit, health, convenience, or environmental consciousness to answer "how does this help me?"

Emotional Appeal

An advertising appeal focusing on fear, admiration, fun, or vanity to answer "how does this make me feel?"

Media Planning

The process of deciding where, when, and how often to run ads to maximize impact while minimizing cost.

Continuous Media Schedule

A scheduling strategy where ads run steadily all year, typically for products used regularly like toothpaste.

Flighting Media Schedule

A scheduling strategy involving periods of heavy advertising followed by periods of no advertising, used for seasonal products.

Pulsing Media Schedule

A scheduling strategy that combines a continuous baseline of ads with occasional bursts of heavy promotion.

Publicity

Earned media attention often initiated through press releases, where the media talks about a brand without being paid.

Crisis Management

A coordinated PR effort to handle the effects of unfavorable publicity or events like product recalls.

Point-of-Purchase (POP) Display

A promotional display set up at a retailer's location that can boost sales by up to $65\%$ by inducing impulse buying.

Trade Allowances

Price reductions offered by manufacturers to intermediaries, such as discounts for eye-level shelf space.

Push Money

Money offered to channel intermediaries to encourage them to push specific products to consumers.

Lead Qualifying

The process of determining if a prospect has a recognized need, buying power, and is receptive and accessible.

Cold Calling

The practice of visiting or calling potential buyers without a prior appointment.

CRM System

A Customer Relationship Management tool used by salespeople to track customer history, preferences, and past purchases.

Quota

A specific sales objective, usually expressed as a required sales volume a salesperson must achieve.

Noise

Anything that interferes with, distorts, or distracts from the communication process, such as other ads or environment.

AIDA Model

A model outlining the mental stages consumers go through: Attention, Interest, Desire, and Action.