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Definition-integrated marketing communication:
“Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted, relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.”

5
Definition-marketing:
“Broadly defines, marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. In a narrower business context, marketing involves building profitable, value-laden exchange relationships with customers. Hence, we define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”

Definition-marketing:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)”

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Definition-IMC:
“The integrated marketing communications approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image to the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning.”

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Definition-IMC:
“Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.” Definition by Don Schultz of Northwestern University => check the reference!

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Definition-promotion:
“the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.” Check footnote at GP library!

Definition-advertising:
“any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.”
What does that footnote mean? Do they reference somebody else? Check at GP library!

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Definition-sponsorship:
The definition that Schwaiger et al’s 2010 definition is based on.

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Definition-sponsorship:
“A frequently used definition of sponsorship is the purchase (in cash or kind) of an association with an event, team, activity, etc., in return for the “exploitable commercial potential linked to that activity” (Meenaghan, 1991, p. 36).”

“if you think of an ARG, the whole point of an ARG is to engage the audience member in kind of this bizarre ‘trust dance,’ this concept where they want desperately to believe that this stuff is real because it makes it more fun, and the role of an ARG is to do everything in its power to make them not feel stupid about taking that leap with us. And we are in this bizarre position where product placement actually enhances that. If the characters in your story are doing real things, are going to a restaurant that actually exists, that makes the game better, rather than worse. That kind of product placement lets you take that leap with us so much more easily. Because ‘Oh my god, what if this thing is real? What if this person does exist? What happens if I go to that restaurant? What happens if I buy that product? What if… what if… what if…’”

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“Typically marketing tries to get more new eyeballs on a product. What we try to do is get a product into venues they wouldn’t normally have access to.” Like CNN or New York Times.

“As The Art of The H3ist unfolds in real time over the course of three months, our audience experiences a story of theft, love and betrayal through every media imaginable. Print ads, billboards, television commercials, radio spots, Web Sites, live events, e-mails, videos, IRC chats, voice transcripts, machinima, puzzles, photos, scanned-in documents, and the list goes on and on.”

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Definition-branded entertainment:
“the integration of advertising into entertainment content, whereby brands are embedded into storylines of a film, television program, or other entertainment medium. This involves co-creation and collaboration between entertainment, media and brands.”