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BUS 465 IMC
Topic 1
13
Marketing
Undergraduate 4
02/27/2012

Additional Marketing Flashcards

 


 

Cards

Term
Integrated Marketing Communications (IMC)
Definition
It’s looking at the whole of marketing communications instead of looking at parts such as advertising and direct marketing and personal selling individually.
Term
Integrated Marketing Communications (IMC)
Definition
It's seeing the communications from an organization the way the customer sees it - information from indistinguishable sources. The customer doesn’t know or care if the message comes from public relations, sales personnel or media advertising – it’s all the same from their point of view.
Term
Integrated Marketing Communications (IMC)
Definition
It’s being able and willing to gather and pay attention to feedback from customers on an on- going basis – not just a monologue from seller to customer but a two-way conversation.
Term
IMC Cycle
Definition
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Term
IMC Model
Definition
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Term
Media advertising
Definition
Messages that are paid for and sent through media such as television, newspapers. magazines, radio, Internet, direct mail, outdoor and more.
Term
Sales Promotions
Definition
Short-term efforts - to have immediate impact on sales – but can hurt image. Ex: Coupons Samples Contests POP displays Trade Deals Rebates
Term
Personal Selling
Definition
One-to-one or to a few; Develop ongoing relationships
Ex: Retail Selling, Service Selling, B2B, Telemarketing
Term
Database marketing
Definition
Developing database to support :
Data gathering, Data warehousing, Data mining, Developing marketing programs
Term
public relations: managing publicity via:
Definition
Press Releases, Press Kit, Press Conference
Term
Managing Corporate Communications
Definition
Corporate Website, Direct Mail and Email
Term
Viral and Social Network Marketing
Definition
Spreading IMC messages using existing social networks;
Via word-of-mouth or Internet where people pass along marketing message voluntarily
Term
Sponsorships and Events
Definition
High cost per “touch” but high involvement too. Ex: concerts
Supporting users have an ad free experience!