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\integrated
marketing
communication
(IMC)
paid, nonpersonal
communication through
various media about a
business, firm, not-for-profit
organization, product, or
idea by a sponsor identified
in a message intended to
inform or persuade members
of a particular audience
promotion
communication between
buyers and sellers; the
function of informing,
persuading, and influencing a
consumer’s purchase
decision
Directions:
Promotion
This game is played similar to
the memory game that you
might have played as a child.
You may only flip over 2
cards at a time. The goal is to
match the correct definition
card with the vocabulary
word that it belongs to. At
the end of the game, the
person with the most cards is
Created by: Brittany Marshall
the winner.
institutional
advertising
promotion of a concept, an
idea, a philosophy, or the
goodwill of an industry,
company, organization,
person, geographic location,
or government agency
promotional
mix
subset of the marketing mix
in which marketers attempt
to achieve the optimal
blending of the elements of
personal and non personal
selling to achieve
promotional objectives
personal selling
interpersonal influence
process involving a seller’s
promotional presentation
conducted on a person-toperson basis with the buyer
nonpersonal
selling
promotion that includes
advertising, product
placement, sales promotion,
direct marketing, public
relations, and guerilla
marketing – all conducted
without being face-to-face
with the buyer
advertising
marketing activities other
than personal selling,
advertising, guerilla
marketing, and public
relations that stimulate
consumer purchasing and
dealer effectiveness
sales
promotion
direct communications, other
than personal sales contacts,
between buyer and seller,
designed to generate sales,
information requests, or
store or Web site visits
direct
marketing
firm’s communications and
relationships with its various
publics
public relations
unconventional, innovative,
and low-cost marketing
techniques designed to get
consumers’ attention in
unusual ways
guerrilla
marketing
coordination of all
promotional activities to
produce a unified, customerfocused promotional
message