IMC定义

Marketing Communication:Creating, delivering, managing, and evaluating brand messages which are the information and experiences that impact how a brand is perceived.IMC Media: The means by which the various types of marketing communication messages are sent and receivedStakeholders:are individuals or groups who can affect, or be affected by ,an organization: employees ,customers, investors, suppliers, distribution channel members ,the community the media, special interest and activist groups ,and government regulatory agencies.MC mix:i s for the selection of MC functions used at a given time as part of a marketing program.Synergy:is an interaction of individual parts that results in the whole being greater than the sum of those parts.Internal marketing:is an ongoing program that promotes the customer-focus philosophy and keeps employees informed of important marketing activities that affect both them and the company’s custimers.Corporate culture :It is the pattern of shared values that structure the way an organization’s employee work and interact with each other and with stakeholders. IMC Concept: A process for managing the customer relationships that drive brand valueBrand: A perception resulting from experiences with, and information about, a company or line of productsGeneric products: goods that are not labeled with a traditional brand name. Logos: Distinctive graphic designs used to communicate a product, company, or organization identityBrand equity: The intangible value of a company beyond its physical net assets Brand loyalty: is a measure of the attachment that a customer has to a brand.Brand image:is an impression created by brand messages and experiences and assimilated into a perception through information processing.Brand managers/product managers:those who manage a brand or product line Cross-functional planing:is planing that involves multiple departments and functions.Brand extensions: is the application of an established brand name to new product offerings.Multi-tier branding: is when two or more brands (all owned by the same company) are used in the identification of a product.Co-branding: uses two brand names owned by separate companies.Ingredient branding:means using a brand name of a product component or ingredient, in the promotion of a product.Brand licensing:means the company owning the brand can continue use it while collecting a fee for the brand’s use another company.Customer RelationshipManagement (CRM):The optimization of all customer contacts through the distribution and application of customer information. Simply stated, it is your promise,that no matter how your customers interact with you, you will always recognize who they areFull-service agencies:agencies that provide all or most of the services needed in their area of specialization.Agency networks:two or more agencies are merged and each agency remains a separate profit center.Media buying services: agencies that specialize in buying time and space. Commission: A payment that represents a percentag e of a client’s total media spendingMedia partners:provide the vehicles through which marketing communication messages are carried to (and from) the target audiences.Long-term focus: Keep team members in place for an extended period rather than assembling them for ad hoc projectsConstant contact: Frequent meetings are important; however, members can also keep in constant contact via emailWork space: Assigning a cross-functional team its own work space helps keep team members informedSupport from the top: Top management must support the idea of cross-functional planning by providing adequate resourcesCommunication:Creating and sending a message to an individual or organization Sender: the source of the messages-the company of the agency.Receiver: the target audience-the customer, potential customer, or other stakeholder. Encoding:the process of putting message into words, pictures, and/or sounds that convey the sender’s intended meaning.Decoding:the process that the receiver goes through to understand a message by interpreting what the words, pictures, and/or sounds in the message mean. Message: the information being transmitted from source to receiver.Media (Channel)Medium: a means by which a message can be transmitted. Noise: all the interferences and distractions that can negatively affect a message and its transmission.Feedback: a response to a message that is conveyed back to the source.Brand messages:are all of the messages customers and other stakeholders receive from and about a brand.Brand Contact Point: every brand-related, information-bearing interaction that a customer or potential customer has with a brand.Brand created: which arethe result of specific communication efforts by the companyIntrinsic:which are the contacts that automatically take place during the buying and using of a product.Customer created:which are customer-initiated contacts.Purposeful dialogue:is communication that is mutually beneficial for the customer and the company.Interactive Media: media that offer two-way communication, making it possible to both send and receive messages, such as telephone and internet.High-involvement:products for which customers perceive differences among brands and are willing to invest prepurchase decision-making energy.Low-involvement:products bought on impulse or without much consideration. Prospects:Those who have not bought the brand but who might be interested in it Customers:Those who have purchased the brand at least once within a designated period.Needs:the biological and psychological motivations that drive impulses and actions. Attention:the conscious narrowing of mental and emotional focus.Selective perception:the process used to decide what is worthy of attention. Awareness:getting a message past senses-the point of initial exposure-and into the consciousness.Brand knowledge:acquiring an understanding of the brand and its benefits. Central route:followed when the customer is highly involved and the product is highly relevant.Peripheral route: followed when the customer is less involved and the product has a lower level of personal relevance.Cognitive response:involves reasoning, judgment, or knowledge.Affective response: involves emotional processing and results in preferring (or not preferring) a brand and developing a conviction about it.Attitude:dispositions regarding objects, people, and ideas associated with a brand. Belief: a conclusion based on information and/or experiences with a brand. Strategic planning: a process of developing and maintaining a fit between the organization’s goals and capabilities and changing marketing opportunities. Business plan:states the company’s financial objectives and strategies for achieving those objectives.Marketing plan: a set of objectives, strategies, and tactics or orchestrating all of the organization’s marketing activities designed to help the company achieve its financial objectives.Campaign: a set of various brand messages designed with a common theme to meet marketing communication objectives.Zero-based planning:A process that determines objectives and strategies based on current brand and marketplace conditionsSituation analysis: an analysis of marketplace conditions.SWOT analysis: a structured evaluation of internal situations (strength and weaknesses) and external situations (opportunities and threats) that can help and hurt a brand.Budget: a fixed amount of money for a fixed period of time.Pro forma: a breakdown of forecast sales on a per case basis.A critical responsibility of marketing:Interpreting the needs of the customer and the marketplace and bringing that information to all departments.Mass marketing: An attempt to sell the same thing to a wide range of customers Segmenting: Grouping customers or prospects according to common characteristics Mass customization: A manufacturing process that is programmed to choose ingredients/parts to produce custom designed goodsTargeting:The process used to identify which segments MC messages should be designed to reach and to determine how much MC spending should be used to reach each segment.One-to-one marketing:customizing products and marketing communication for an individual person or company according to individual needs.Behavioral segmenting:is awidely used practice;it involves segmenting a market according to product usage.Benefit segmenting:means segmenting a market according to the benefits customers seek as the result of using a brand.Lifestyle:refers to the way people live their lives as well as how they choose to spend their money,time,and energy.Life stages:refers to the different periods in life of an individual or family.Creative Brief:A statement that summarizes the research and the insights for the creative team, and which helps the team identify the direction and focus for their creative (and media) ideasCustomer insight: gained by looking below the surface of what customers say they want and need in regards to a brand and product category.Big idea: a creative concept that translates the strategy into a catchy umbrella theme that unites all the various brand messages and contributes consistency to the brand image.Creative process:A formal procedure for increasing productivity and innovative output by an individual or a groupDisplay copy: copy in a type size that is larger than the body copyBody copy: the text of the brand messageTone: describes a general atmosphere or a manner of expressionStyle: describes a manner of expressionArt direction:The process of selecting photos, illustrations, filming, logos, and so on—anything that has to do with the look of the brand messageVisualization: The first step in turning the creative concept into a visual. Corporate image:Layout: an orderly arrangement of the elements marking up an MC message: visuals, headlines, subheads, body copy, captions, trademarks, slogans, and signatures. Storyboard: a sheet preprinted with a series of blank windows (frames) in the shape of television screens.Classified ads:are small-space ,words-only ads presented in a clearly labeled section with no editorial content.Display ads:ads that generally contain more graphics and white space than copy and appear next to editorial content.Supplement inserts:are inserts that are preprinted by an advertiser and enclosed with the newspaper.Paid-circulation publications:magazines that sell subscriptions .Controlled-circulation publications:are trade ,industrial ,and organizational magazines that are distributed free to those working in a given subject area or affiliated with a given organization.Rating point:is 1 percent of a communication vehicle's coverage area that has been exposed to a broadcast program.Product placement:is when branded products or brand names are featured visibly in a movie or television program.The “media”:The umbrella term that includes all types of print and electronic communicationAddressable Media: Carry messages to identifiable customers or prospects Interactive Media: Allow both companies and customers to send and receive messagesCirculation: the number of individuals who receive a publication through either subscription or store purchase, or through controlled distribution.Readership: multiplying the readers per copy by the circulation of an average issue. Out-of-home media: Communication vehicles that the target audience sees or uses away from homeMedia planning:A process for determining the most cost-effective mix of media for achieving a set of media objectivesCoverage: The potential audience that might receive the message through the vehicle. CDI category development index:which is a numerical indicator of the relative consumption rate in a particular market for a particular product category.BDI brand development index:is a numerical indicator of the relative development of a particular brand within a market.Reach - The actual number of individual audience members reached at least once by the vehicle in a given period of time.Frequency:The average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time periodGross Rating Points (GRPs):The combined measure of reach and frequency indicating the weight of a media planCost per thousand (CPM):What a communication vehicle charges to deliver a message to 1,000 members of its audienceContinuity: placing media throughout the year with equal weight in each month. Flighting: a scheduling strategy in which planned messages run in intermittent periods.Pulsing:a combination of flighting and continuous strategies that prvides a “floor” of media support throughout the year with periodic increases.Mass Media Advertising:consists of nonpersonal, one-way, planned messages paid for by an identified sponsor and disseminated to a board audience in order to influence their attitudes and behavior.Merchandising:means extending a brand image through promotional activities at the retail level.Public Relations:the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action (and communication) to earn public understanding and acceptance.Publicity:the generation of news about a person, product, services, or organizationthat appears in broadcast or print media.Corporate advertising:is designed to promote the firm overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something.Sales promotion:An MC function that offers a tangible added-value designed to motivate and accelerate a response.Push strategies:are marketing communication efforts targeted at members of the distribution channels.Pull strategies;are marketing communication efforts targeted at end users. Coupon:is a certificate with a state value for a price reduction on a specified item. Premium:is an item offered free or at a bargain price to encourage some type of response.Specialties:incentives give free to customers and other stakeholders to help keep a brand's name top-of-mind.Sampling:offering prospects the opportunity to try a product before making a buying decision.Contest:is a brand-sponsored competition that involves some form of skill and effort. Sweepstakes:is a form of sales promotion that offers prizes based on a chance drawing of entrants' names.Game:is a sales promotion tool that has the chance element of a sweepstakes but is conducted over a longer time.。