1. 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.

2. 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
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(Clow & Baack, 2016, p. 6)

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

4. 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
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(Clow & Baack, 2016, p. 19)

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

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

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

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

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

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