Integrated Marketing Communications FLASH CARDS Integrated Marketing Communications Marketing Mix Standardization Adaptation Brand Logo Brand Extension Brand Equity Brand Metrics Reference Click on each card to view the definition.

Integrated Marketing Communications Coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders Back (Clow & Baack, 2016, p. 6)

Marketing Mix Elements of a marketing program, including products, prices, places (the distribution system), and promotions Back (Clow & Baack, 2016, p. 19)

Standardization A program in which a firm features uniform products and market offerings across countries with the goal of taking advantage of economies of scale Back (Clow & Baack, 2016, p. 19)

Adaptation When products and marketing messages are designed for and adapted to individual countries Back (Clow & Baack, 2016, p. 19)

Brand Logo Symbol used to identify a brand, helping to convey the overall brand image Back (Clow & Baack, 2016, p. 49)

Brand Extension Use of an established brand name on goods or services not related to the core brand Back (Clow & Baack, 2016, p. 49)

Brand Equity Perception that a good or service with a given brand name is different, better, and can be trusted Back (Clow & Baack, 2016, p. 49)

Measures of returns on brand investments Brand Metrics Measures of returns on brand investments Back (Clow & Baack, 2016, p. 49)

Reference Clow, K. E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.). Upper Saddle River, NJ: Pearson. Back