MK314 Media & Marketing Communications – Exam Study Notes

A comprehensive set of vocabulary flashcards covering key concepts from the MK314 Media & Marketing Communications lecture notes.

Integrated Marketing Communications (IMC)

The strategic coordination of all marketing communication tools, channels, and messages to deliver a consistent brand meaning.

Promotional Mix

The mix of promotional tools used by marketers to communicate with consumers.

Return on Marketing Investment (ROMI)

A measurement of the return on investment from marketing expenditures.

Multi-platform campaigns

Campaigns that utilize multiple media channels to reach consumers.

Siloed communication

Traditional approach treating advertising, PR, and promotions as separate entities.

Touchpoints

Points of contact between a brand and consumers during their journey.

Synergy

The combined effect of multiple channels being greater than the sum of their individual effects.

Consumer personas

Semi-fictional profiles representing key segments of the target audience.

Customer Decision Journey (CDJ)

The process consumers go through from awareness to post-purchase.

Message consistency

Ensuring all communications convey the same core message across channels.

Communication effects

Outcomes related to awareness, recognition, and attitudes.

Behavioral effects

Outcomes related to consumer actions like purchase intention and sales.

AIDA model

A marketing model outlining stages: Attention, Interest, Desire, Action.

Hierarchical models

Models that describe advertising effectiveness through sequential consumer stages.

Low-involvement hierarchy

A model where consumer behavior can be influenced without prior thought.

Cognitive information-processing models

Models that treat consumers as rational decision-makers comparing product attributes.

Pure affect models

Models that emphasize emotion as the key driver of consumer behavior.

Elaboration Likelihood Model (ELM)

A model outlining two routes to persuasion: central and peripheral.

Central route processing

A high elaboration route where consumers focus on argument quality.

Peripheral route processing

A low elaboration route where consumers focus on superficial cues.

Emotional appeals

Persuasive techniques designed to influence consumers by evoking feelings.

Rational appeals

Persuasive techniques based on logic and factual information.

Media strategy

High-level decisions about which communication channels to use.

Media tactics

Specific executional decisions regarding timing, frequency, and placement.

Brand equity

The value added to a product or service by having a well-known brand name.

Advertising effectiveness

The degree to which an advertising campaign achieves its communication and behavioral objectives.

Pre-testing

Research conducted before a campaign launch to assess message clarity and appeal.

Post-testing

Research conducted after a campaign to evaluate outcomes against objectives.

Emotional response measures

Metrics assessing how ads evoke feelings in viewers.

Sales response measures

Metrics measuring the impact of ads on actual consumer purchases.

Ethical issues in advertising

Concerns about responsible, fair, and transparent advertising practices.

Transparency in advertising

The clarity with which consumers can identify marketing messages and their purpose.

Data privacy

The protection of personal information collected by advertisers.

Influencer marketing ethics

Maintaining ethical standards in partnerships with influencers to preserve authenticity.

General Data Protection Regulation (GDPR)

EU regulation governing the collection and use of personal data.

Algorithmic decision-making

Data-driven approaches to targeting consumers in digital advertising.

Audience involvement

The level of engagement or interest a consumer has in a product or message.

Brand associations

The connections consumers make between a brand and its attributes.

Cultural considerations in advertising

Understanding how culture influences the interpretation of marketing messages.

Media mix

The combination of different types of media used in a marketing strategy.

Communication objectives

Goals related to what the campaign aims to communicate to the audience.

Engagement metrics

Quantitative measures of consumer interaction with a brand or campaign.

Trial metrics

Measures of a consumer's willingness to sample or try a product.

Recall tests

Evaluations determining whether consumers remember an advertisement without prompts.

Recognition tests

Evaluations determining if consumers can identify an ad when shown again.

Marketing effectiveness

The assessment of how well marketing activities achieve desired results.

Consumer trust

The confidence consumers have in a brand's reliability and integrity.

Integrated campaigns

Marketing initiatives that use multiple channels to present a unified message.

Ethical advertising

Advertising practices that uphold moral standards and consumer rights.

Social media impact

The influence of social media platforms on consumer behavior and marketing success.

Brand storytelling

The narrative used to communicate a brand's values and message.

Message adaptability

The ability to modify marketing messages for different media channels.

Consumer behavior understanding

The insights gained regarding how consumers make purchasing decisions.

Feedback mechanisms

Processes by which advertisers collect responses and reactions from consumers.

Long-term brand health

The sustained value and loyalty a brand maintains over time.

Ethics in IMC

The integration of moral principles in marketing communications strategies.

Consumer engagement

The ongoing interactions between consumers and a brand.

Crisis management in PR

Strategies used to address and mitigate public relations problems.

Performance metrics

Data points used to evaluate the success of marketing activities.

Sponsorship effectiveness

The success of sponsorships in enhancing brand visibility and image.

Message research methods

Strategies used to evaluate the effectiveness of advertising messages.