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Summary of Integrated Marketing Terminology

This document provides definitions for key terms related to integrated marketing over 6 weeks. It defines concepts such as brand equity, brand value, brand image, brand promise, brand personality, strategic consistency, creative, cross functional management, integrated marketing communication, and brand integrity. Integrated marketing communication involves unifying all marketing efforts to send consistent brand messages. Brand integrity results from consistently integrated messages across all channels and activities.

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139 views2 pages

Summary of Integrated Marketing Terminology

This document provides definitions for key terms related to integrated marketing over 6 weeks. It defines concepts such as brand equity, brand value, brand image, brand promise, brand personality, strategic consistency, creative, cross functional management, integrated marketing communication, and brand integrity. Integrated marketing communication involves unifying all marketing efforts to send consistent brand messages. Brand integrity results from consistently integrated messages across all channels and activities.

Uploaded by

jasmeet
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Summary of Integrated Marketing Terminology.

Week # 1 - 6

 Brand Equity – The value associated with the brand; reputation that the brand name or symbol
implies.

 Brand Value: Enhancing the meaning of a brand that adds worth to products and services. Brand
value creation means creating a brand promise of a valued, relevant, differentiated, trustworthy
experience that is delivered consistently. (IMC) Creating and delivering a trustworthy
branded value proposition is the source of sustainable value creation. 4’C’s of IMC – Positive
Customer Experience, Relevant Content, Ability to Collaborate, Conversation (open and
transparent)

 Brand Image – A special meaning or mental picture created for a product. (perception)

 Brand Promise: Communication that sets expectations for what a customer believes will
happen when the product is used. (Originates from the Positioning Statement – Key Benefits –
Promise, Reason to Believe – Support claims to defend the promise).

 Brand Personality: The image projected by a brand that often resembles characters of people.

 Strategic Consistency – Message consistency needs a central concept around which various
messages are unified. Brand Essence describes what makes the brand different and distinctive.
The heart, core, soul, or DNA.

 Communication Client Brief: A strategy document that articulates the primary objectives to be
accomplished, consumer insights and summarizes the message, media strategy and
mandatories.

 Consumer Insight: Planning conclusions and decisions about why people behave as they do
based on solid consumer research and thoughtful analyses of the findings. Psychographics,
Behaviour, Attitudes, Opinions and Belief.

 Creative: As a noun, creative is the product that demonstrates originality – Relevant, Original,
Innovative. It also refers to the person who produces the work (Advertising Agency Creative
Team – Art Director, Copy Writer)

 Creative Boutique: An advertising agency that specializes in the creative side of advertising.

 Cross Functional Management – The practices that encourages teams to coordinate consistent
IMC plans, programs, and activities internally and externally.

 360 Marketing – Unified Brand Vision that surrounds all the Brand’s Integration.

 Integration Triangle – The ‘say-do-confirm’ integration – Integrated consistent perception. A


brand cannot be integrated externally if the brand is not integrated internally.

Posted, Documents Professor Kathryn Faubert MKM803 Fall 2021


 Integrated Marketing Communication: The practices of unifying all marketing communication
efforts so they send consistent brand messages to target audiences.

 Brand Integrity – Message Synergy consistently integrated across all Multichannel,


Multiplatform and Activities lead to brand integrity. (Integrated Communication)

 Mission Marketing: (CSR) Corporate Social Responsibility. Building and maintaining a positive
brand reputation, socially responsible, adopting good cause, community-oriented efforts.

Example: McDonalds: Ronald McDonalds House. Environment/Green Initiatives to reduce,


reuse and recycle.

Posted, Documents Professor Kathryn Faubert MKM803 Fall 2021

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