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