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=== Creative Corporate and Marketing Communication - Session 2 - Integrated marketing communication === * '''[[w:Corporate communication|Corporate communication]]''' is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.<ref name=":0">[[w:Riel, Cees B.M. van|]]; Fombrun, Charles J. (2007). Essentials Of Corporate Communication: Abingdon & New York: Routledge. ISBN [[w:Special:BookSources/9780415328265|9780415328265|]].</ref> :::It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its [[w:Stakeholder (corporate)|stakeholder]]s, to transmit [[w:coherence (linguistics)|coherence]], [[w:credibility|credibility]] and [[w:ethic|ethic]]. :::::Corporate communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization. ( Wikipedia ) * '''[[w:Marketing communications|Marketing communications]]''' are [[w:message|message]]s and related media used to communicate with a [[w:Market (economics)|market]]. ::: Marketing communications is the "promotion" part of the "[[w:marketing mix|marketing mix]]" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication. ( Wikipedia ) :::* '''[[w:Integrated marketing communications|Integrated marketing communications]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia ) :::* '''[[w:Multichannel marketing|Multichannel marketing]]''' is the ability to interact with potential customers on various platforms. ::::::In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. ( Wikipedia ) * '''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. ( Wikipedia ) * '''[[w:Global marketing|Global marketing]]''' is β[[wiktionary: marketing|marketing]] on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives".<ref>http://www.oup.com/uk/booksites/content/0199267529/student/glossary.htm#G Oxford University Pressβ Glossary of Marketing Terms</ref> ( Wikipedia ) * '''[[w:Advertising|Advertising]]''' is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or political or ideological support. ( Wikipedia ) ::: In Latin, ''ad vertere'' means "''to turn toward''". ::: Commercial advertisers often seek to generate increased [[w:consumption (economics)|consumption]] of their [[w:product (business)|products]] or [[w:service (economics)|services]] through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. ( Wikipedia ) :::* An '''[[w:advertising agency|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business|business]] dedicated to creating, planning, and handling [[w:advertising|advertising]] (and sometimes other forms of [[w:promotion (marketing)|promotion]]) for its clients. ( Wikipedia ) :::* '''[[w:Storytelling#In_marketing|Storytelling in marketing]]''' is increasingly used in advertising today in order to build customer loyalty. ( Wikipedia ) :::* A '''[[w:storyboard|storyboard]]''' is a graphic organizer in the form of [[w:illustration|illustration]]s or [[w:image|image]]s displayed in sequence for the purpose of [[w:Previsualization|pre-visualizing]] a [[w:motion picture|motion picture]], [[w:animation|animation]], [[w:motion graphic|motion graphic]] or [[w:interactive media|interactive media]] sequence. ( Wikipedia ) ::::::'''See also''' ::::::** [[w:Animation|Animation]] ::::::** [[w:Filmmaking|Filmmaking]] ::::::** [[w:Graphic organizer|Graphic organizer]] ::::::** [[w:Previsualization|Previsualization]] ::::::** [[w:Pre-production|Pre-production]] ::::::** [[w:Screenplay|Screenplay]] ::::::** [[w:Screenwriting|Screenwriting]] ::::::** [[w:Script breakdown|Script breakdown]] ::::::** [[w:List of film topics|List of film-related topics...]] ( [[w:storyboard#See also|Wikipedia article on storyboard see also section]] )
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