*Chapter_14_-_Integrated_Marketing_Communications___Appendix_Social_and_Mobile_Media_A2L

This flashcard set covers key terms and concepts related to Integrated Marketing Communications as discussed in the lecture.

Integrated Marketing Communications (IMC)

The promotion dimension of the four P’s, using a variety of communication methods to reach consumers.

Communication Process

A model that outlines how messages are transmitted from sender to receiver, including feedback and noise.

Noise

External factors that can distort or interfere with the transmission of a message in the communication process.

Target Audience

The specific group of consumers a marketing campaign aims to reach.

Set Objectives

Establishing clear goals for communication, such as informing, persuading, or reminding customers.

Unique Selling Proposition (USP)

A feature that differentiates a product by communicating its unique attributes.

Rational Appeal

A communication strategy that helps consumers make decisions through factual information and strong arguments.

Emotional Appeal

A communication strategy that seeks to create an emotional connection between the consumer and the brand.

Media Planning

The process of evaluating and selecting media to achieve marketing objectives.

Mass Media

Channels that reach large audiences with a wide array of demographics.

Niche Media

Channels that target a specific, focused audience with specialized content.

Paid Media

Advertising that is paid for by the brand to deliver a marketing message.

Owned Media

Brand-controlled content and channels such as websites, blogs, and social media profiles.

Earned Media

Publicity gained through promotional efforts other than paid advertising, such as word-of-mouth or PR.

Creative Execution

The way a marketing message is presented, tailored to the medium used.

Direct Marketing

A targeted communication strategy that includes direct response advertisements to motivate specific actions.

Digital Media

Online platforms used for communication and marketing, including social media and websites.

Public Relations (PR)

Strategic communication process that builds mutually beneficial relationships between organizations and the public.

Social Media Engagement

Interactions and communication between the brand and its audience on social media platforms.

Marketing Metrics

Statistical measures used to assess the effectiveness of marketing strategies.

4E Framework

A framework for social media marketing focusing on Excite, Educate, Experience, and Engage.

Influencer Outreach

Engaging influencers to communicate a brand's message to their followers for promotional purposes.