Integrated Marketing Communications
Exam 1
Exchange - Question and answersTrade of something of value between two parties
such as a product or service for money. The core phenomenon or domain for study in
marketing.
Marketing - Question and answersThe activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
Value - Question and answersThe customer's perception of all the benefits of a product
or service weighed against the costs of acquiring and consuming it.
Marketing Mix - Question and answersThe controllable elements of a marketing
program including product, price, place (distribution), and promotion
Integrated Marketing Communications (IMC) - Question and answersA strategic
business process used to develop, execute, and evaluate coordinated, measurable,
persuasive brand communications programs over time with consumers, customers,
prospects, employees, associates, and other targeted relevant external and internal
audiences. The goal is to both generate short-term financial returns and build long-term
brand and shareholder value.
Sustainability - Question and answersDevelopment that meets the needs of the current
generation without compromising the ability of future generations to meet their needs.
Promotion - Question and answersThe coordination of all seller-initiated efforts to set up
channels of information and persuasion to sell goods and services or to promote an
idea.
Promotional Mix - Question and answersThe tools used to accomplish an organization's
communications objective. The promotional mix includes advertising, direct marketing,
digital/Internet marketing, sales promotion, publicity/public relations, and personal
selling.
Advertising - Question and answersAny paid form of nonpersonal communication about
an organization, product, service, or idea by an identified sponsor.
Direct Marketing - Question and answersA system of marketing by which an
organization communicates directly with customers to generate a response and/or a
transaction.
, Direct-Response Advertising - Question and answersA form of advertising for a product
or service that elicits a sales response directly from the advertiser.
Omnichannel Retailing - Question and answersA strategy whereby companies sell their
products through multiple distribution channels including retail stores, online, catalogs,
and mobile apps.
Interactive Media - Question and answersA variety of media that allow the consumer to
interact with the source of the message, actively receiving information and altering
images, responding to questions, and so on.
Social Media - Question and answersOnline means of communication and interactions
among people that are used to create, share, and exchange content such as
information, insights, experiences, perspectives, and even media themselves.
Mobile Marketing - Question and answersPromotional activity designed for delivery to
cell phones, smartphones, tablets, and other handheld devices that includes apps,
messaging, commerce, and customer relationship management.
Sales Promotion - Question and answersMarketing activities that provide extra value or
incentives to the sales force, distributors, or the ultimate consumer and can stimulate
immediate sales.
Publicity - Question and answersCommunications regarding an organization, product,
service, or idea that are not directly paid for or run under identified sponsorship.
Public Relations - Question and answersThe management function that evaluates
public attitudes, identifies the policies and procedures of an individual or organization
with the public interest, and executes a program to earn public understanding and
acceptance.
Personal Selling - Question and answersPerson-to-person communication in which the
seller attempts to assist and/or persuade prospective buyers to purchase the company's
product or service or to act on an idea.
Touch Point - Question and answersEach and every opportunity a consumer has to see
or hear about a company and/or its brands or have an encounter or experience with it.
Paid Media - Question and answersChannels of communication a marketer pays for
including traditional advertising media such as television, radio, print, outdoor, and
direct mail as well as various forms of digital advertising such as paid search and online
display and video ads
Owned Media - Question and answersChannels of marketing communication that a
company controls, such as its websites, blogs, and mobile apps as well as social media
channels.
Exam 1
Exchange - Question and answersTrade of something of value between two parties
such as a product or service for money. The core phenomenon or domain for study in
marketing.
Marketing - Question and answersThe activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
Value - Question and answersThe customer's perception of all the benefits of a product
or service weighed against the costs of acquiring and consuming it.
Marketing Mix - Question and answersThe controllable elements of a marketing
program including product, price, place (distribution), and promotion
Integrated Marketing Communications (IMC) - Question and answersA strategic
business process used to develop, execute, and evaluate coordinated, measurable,
persuasive brand communications programs over time with consumers, customers,
prospects, employees, associates, and other targeted relevant external and internal
audiences. The goal is to both generate short-term financial returns and build long-term
brand and shareholder value.
Sustainability - Question and answersDevelopment that meets the needs of the current
generation without compromising the ability of future generations to meet their needs.
Promotion - Question and answersThe coordination of all seller-initiated efforts to set up
channels of information and persuasion to sell goods and services or to promote an
idea.
Promotional Mix - Question and answersThe tools used to accomplish an organization's
communications objective. The promotional mix includes advertising, direct marketing,
digital/Internet marketing, sales promotion, publicity/public relations, and personal
selling.
Advertising - Question and answersAny paid form of nonpersonal communication about
an organization, product, service, or idea by an identified sponsor.
Direct Marketing - Question and answersA system of marketing by which an
organization communicates directly with customers to generate a response and/or a
transaction.
, Direct-Response Advertising - Question and answersA form of advertising for a product
or service that elicits a sales response directly from the advertiser.
Omnichannel Retailing - Question and answersA strategy whereby companies sell their
products through multiple distribution channels including retail stores, online, catalogs,
and mobile apps.
Interactive Media - Question and answersA variety of media that allow the consumer to
interact with the source of the message, actively receiving information and altering
images, responding to questions, and so on.
Social Media - Question and answersOnline means of communication and interactions
among people that are used to create, share, and exchange content such as
information, insights, experiences, perspectives, and even media themselves.
Mobile Marketing - Question and answersPromotional activity designed for delivery to
cell phones, smartphones, tablets, and other handheld devices that includes apps,
messaging, commerce, and customer relationship management.
Sales Promotion - Question and answersMarketing activities that provide extra value or
incentives to the sales force, distributors, or the ultimate consumer and can stimulate
immediate sales.
Publicity - Question and answersCommunications regarding an organization, product,
service, or idea that are not directly paid for or run under identified sponsorship.
Public Relations - Question and answersThe management function that evaluates
public attitudes, identifies the policies and procedures of an individual or organization
with the public interest, and executes a program to earn public understanding and
acceptance.
Personal Selling - Question and answersPerson-to-person communication in which the
seller attempts to assist and/or persuade prospective buyers to purchase the company's
product or service or to act on an idea.
Touch Point - Question and answersEach and every opportunity a consumer has to see
or hear about a company and/or its brands or have an encounter or experience with it.
Paid Media - Question and answersChannels of communication a marketer pays for
including traditional advertising media such as television, radio, print, outdoor, and
direct mail as well as various forms of digital advertising such as paid search and online
display and video ads
Owned Media - Question and answersChannels of marketing communication that a
company controls, such as its websites, blogs, and mobile apps as well as social media
channels.
