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Integrated Marketing Communication

Across
The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.
Social channels of communication such as friends, neighbors, associates, coworkers, or family members.
Advertising effectiveness measures that are taken before the implementation of the advertising campaign.
The variety of advertising forms including outdoor, transit, skywriting, and other media viewed outside the home.
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period
The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, outdoor, and other support medium
The process by which a message recipient transforms and interprets a message.
A strategy whereby companies sell their products through multiple distribution channels including retail stores, online, catalogs, and mobile apps
A media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
A spiral that results when a number of competitors extensively use promotions. One firm uses sales promotions to differentiate its product or service and other competitors copy the strategy, resulting in no differential advantage and a loss of profit margins to all
Online game designed to promote a product and/or brand.
The use of a remote control device to change channels and switch away from commercials.
The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics
An ad on a web page that may be “hot-linked” to the advertiser’s site
Down
A type of promotion where a company or brand is linked to an event, or where a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service
An estimate of the total lifetime profit that can be generated from a specific customer.
The controllable elements of a marketing program including product, price, place (distribution), and promotion.
Communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship.
A form of direct marketing in which the ad is designed to support other forms of advertising appearing in other media.
Advertising and/or other forms of content provided by consumers or other nonprofessional sources.
The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.
The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
Headline that is not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.
Extraneous factors that create unplanned distortion or interference in the communications process
Advertising effectiveness tests designed to measure advertising recall
A model that depicts the successive stages a buyer passes through in the personal-selling process, including attention, interest, desire, and action
The process of improving ranking in search engine results.