Integrated Marketing Communications

Flashcards covering key concepts from Integrated Marketing Communications, including the communication process, AIDA model, IMC channels, and measuring success.

Communication Process

The process involving the sender, transmitter, communication channel, receiver, and feedback, influenced by noise from the environment.

Transmitter

Encodes the message to be conveyed through the communication channel.

Communication Channel

The medium through which the message is communicated.

Receiver

The recipient of the communication who decodes the message.

AIDA Model

Model describing the stages of consumer engagement: Awareness, Interest, Desire, and Action.

Awareness Metrics

Metrics including Aided Recall and Top-of-Mind Awareness.

Interest (in AIDA model)

The stage where the customer wants to further investigate the product or service.

Desire (in AIDA model)

The stage where the consumer expresses 'I like it' and 'I want it'.

Action (in AIDA model)

The ultimate goal to drive the receiver to take action, encompassing purchase and other engagements.

Lagged Effect

The delayed impact of marketing communications that requires multiple exposures.

Interactive Offline Channels

IMC channels that include personal selling, sales promotions, and direct marketing.

Interactive Online Channels

IMC channels that include direct marketing and online marketing.

Passive Offline Channels

IMC channels that include advertising, sales promotions, public relations and direct marketing.

Passive Online Channels

IMC channels that include direct marketing.

Advertising

Placement of announcements and persuasive messages in purchased media.

Public Relations (PR)

Gaining media attention without direct payment, which has grown in importance.

Sales Promotions

Incentives aimed at both end-users and channel members, used with other IMC forms.

Personal Selling

Two-way communication between buyer and seller to influence purchase decisions.

Direct Marketing

Direct communication with target customers to generate a response or transaction.

Online Marketing

Utilizing websites, blogs, and social media for marketing purposes.

Marketing Goals

Marketing goals should be explicitly defined, measured, and can be short-term or long-term.

IMC Budget Methods

Methods for setting and allocating the IMC budget (Rule-of-thumb and Objective-and-task).

Marketing Metrics

Traditional media metrics include frequency, reach, and Gross Rating Points (GRPs). Web-based media uses web-tracking software.

Consumer Encoding

The process by which consumers interpret and assign meaning to marketing messages.

AIDA Model

Model describing the stages of consumer engagement: Awareness, Interest, Desire, and Action.

Encoding

The process of converting thoughts into a form that can be understood by the receiver, such as words or signs.

Decoding

The process by which the

Personal Selling

Two-way communication between buyer and seller to influence purchase decisions.