Integrated Marketing Communications (IMC)
Represents the promotion dimension of the four P's, encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity,
Sender
The firm from which an IMC message originates, the sender must be clearly identified to the intended audience.
Transmitter
An agent or intermediary with which the sender works to develop the marketing communications, for example a firms creative department or an advertising agency.
Encoding
The process of converting the sender's ideas into a message, which could be verbal, visual, or both.
Communication Channel
the medium - print, broadcast, the internet - that carries the message.
Receiver
The person who reads, hears, or sees the processes the information contained in the message or advertisement.
Decoding
The process by which the receiver interprets the senders message
Noise
Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels.
Feedback Loop
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.
Aida Model
A common model of the series of mental stages through which consumers move as a result of marketing communications. Awareness leads to Interests which lead to Desire which leads to Action. (AIDA)
Brand Awareness
Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand names, logo, symbol, character, packaging, or slogan) in the firm's communications to consu
Aided Recall
Occurs when consumers recognize a name (ex of a brand) that has been presented to them.
Top of the Mind Awareness
A prominent place in people's memories that triggers a response without them having to put any thought into it.
Lagged Effect
A delayed response to a marketing communication campaign.
Advertising
A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.
Personal Selling
The two way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision.
Sales Promotions
Something in addition to the product and price that makes you want to buy it. (coupons, rebates, contests)
Direct Marketing
Sales and promotional techniques that deliver promotional materials to individual potential customers.
M-Commerce (mobile commerce)
communicating with or selling to consumers through cell phones.
Public Relations
Organizational function that manages the firm's communications to achieve an image, handling press, and maintaining relationships with the media.
Blog
A web page that contains periodic posts, corporate blogs are a new form of marketing communications.
Social Shopping
the use of the internet to communicate about product preferences with other shoppers.
Objective and Task method
IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objective; process entails setting objectives, choosing media, determining costs.
rule-of-thumb methods
budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted
Competitive parity
a firm's strategy of setting prices that are similar to those of major competitors
percentage of sales
a method of setting an IMC budget based on a fixed percentage of forecasted sales.
Affordable Budgeting
a method of setting an IMC budget in which the firm first forcasts their sales and expenses, excluding IMC. the difference betweent he forecast sales and expenses plus desired profit is reserved for the IMC budget
Frequency
Measure of how often the audience is exposed to a communication within a specified period of time.
Reach
measure of consumers exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication such as an advertisement at least once
Gross Rating Points (GRP)
Measure used for various media advertising: equals reach X frequency
Web Tracking Software
used to assess how much time viewers spend on particular web pages and the number of pages they view
click-through tracking
A way to measure how many times users click on banner advertising on Web Sites
online couponing
A Promotional Web technique in which consumers print a coupon directly from a site and then redeem the coupon in a store
online referring
a promotional web technique in which consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest
search engine marketing (SEM)
A tool that allows firms to show up in searches based on the keywords potential customer use
Click-through rate (CTR)
an online measure of reach, CTR equals the number of times a potential customer clicks on an ad divided by the number of impressions
Impressions
the number of times an online ad appears in front of a user
Relevance
Describes how useful an ad message is to a consumer doing an internet search.