Integrated Marketing Communications and the Changing Media Landscape

Vocabulary terms and definitions from Chapter 11 on Integrated Marketing Communications and the changing media landscape.

Integrated Marketing Communications (IMC)

An approach designed to deliver one consistent message to buyers through an organization's promotions that may span all different types of media.

Social Media

Online communication among interdependent and interconnected networks of organizations, people, and communities.

Out-of-home Advertising

Examples include billboards and movable promotions such as ads on airplane tray tables, inside subway cars, and in bathroom stalls.

Promotion (Communication) Mix

Consists of advertising, sales promotions, direct marketing, public relations and publicity, sponsorships, social media and interactive marketing, and professional selling.

Advertising

Involves paying to disseminate a message that identifies a brand or an organization being promoted to many people at one time.

Consumer Sales Promotions

Short-term incentives such as coupons, contests, games, rebates, and mail-in offers that supplement advertising and sales efforts.

Trade Promotions

Sales promotions in business-to-business marketing targeted to channel members, including trade shows and special incentives for retailers.

Direct Marketing

The delivery of personalized and often interactive promotional materials to individual consumers via channels such as mail, catalogues, and e-mail.

Professional Selling

An interactive, paid approach to marketing that involves a buyer and a seller, aimed at developing a relationship with the buyer.

Public Relations (PR)

Communication designed to help improve and promote an organization's image and products, often including press releases and news conferences.

Sponsorships

Financial support for events, venues, or experiences that provide the opportunity to target specific groups and enhance a company's image.

Budget Available

A factor that affects a promotion's reach (number of people exposed) and frequency (how often people are exposed).

Perceptual Process

How a person decides what to pay attention to and how to interpret and remember different things, including advertising information.

Communication Process

The model illustrating how messages are sent and received through encoding, message channels, and decoding.

Encoding

The process where the source translates a message so that it is appropriate for the message channel.

Decoding

The process where the receiver, such as a customer or consumer, interprets the message.

Interference (Noise)

Any distractions receivers and senders face during the transmission of a message, such as poor reception or poor print quality.

Feedback

Information provided to the sender, such as when a customer purchases a product or uses coupons, indicating they saw the information.

Medium

A general type of communication channel such as television, magazines, mobile phones, or social media.

Vehicle

The specific means within a medium to reach a selected target market, such as a specific television show like Gossip Girl.

Telemarketing

Direct marketing by phone, which can be effective but often has negative consumer perceptions.

Direct Response Advertising

Marketing that includes an offer and a call to action, often using the Internet as a preferred medium.

Unique Selling Proposition (USP)

A specific benefit of a product or service that consumers will remember, such as Domino's "Pizza delivered in 30 minutes or it's free."

Primary Demand

Demand for a general product category, such as orange juice.

Selective Demand

Demand for a specific brand, such as Tropicana orange juice.

AIDA Model

A series of common promotion objectives: attention, interest, desire, and action.

Open-ended Message

A message strategy that allows the consumer to draw his or her own conclusion, common in perfume or cologne ads.

Closed-ended Message

A message strategy that draws a logical conclusion for the consumer.

Percentage of Sales Method

A budgeting method based on a percentage of last year's sales or the projected sales for the next year.

Affordable Method

A budgeting method used often by small businesses based on what they think they can afford.

Competitive Parity

A budgeting method where promotional spending is kept comparable to the spending levels of competitors.

Objective and Task Method

A budgeting approach where managers determine objectives, identify necessary activities, and research the cost of those tasks.

Mobile Marketing

Advertising that allows communication with consumers and businesses on the go through electronic devices using texting or multimedia messages.