Details Title: Chapter 18 Description: CCIII Total Flash Cards: 51 Created: 11/20/2008 04:03:01		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Integrated Marketing Communications Definition Coordination of promotion (& other mktg) for maximum effect   (Oscars Night & M&Ms)   **Consistant Message**  Term Communication Definition Sharing of meaning through transmission of info   Begins with a SOURCE  Term Source Definition person, group, organization with a meaning...   attempts to share this meaning with an audience     Term Receiver Definition Individual, group, organization Decodes the coded message   Audience... two or more receivers  Term coding process Definition part of the Communication Process,   encoding a message (source towards receiver) via symbols the receiver should recognize   Term communications channel Definition medium that the message is carried   ie: ink on paper, chalk marks on chalkboard, etc  Term decoding process Definition signs/symbols are converted into concepts/ideas   **receiver decodes from source  Term noise Definition anything that reduces communication's clarity & accuracy     ie: radio static, slow internet connection, unfamiliar sign or symbols   Term feedback Definition receiver's response to a decoded message   receiver=audience ↓ source=receiver  Term Channel Capacity Definition limit on volume of info of the communication channel   ie: channel:speech = people can only talk so fast channel: radio = limit to words in announcement  Term Promotion Definition communication to build/maintain relationships   informing or persuading     Term Objectives of promotion Definition Create awareness Stimulate Demand Encourage Productivity Identify Products  Retain Loyal Customers Facilitate Reseller support Combate Competitors Reduce Sales Fluctuations  Term Primary Demand Definition Demand for Product category   introduce innovative product  Term pioneer promotion Definition informs potential customers about product *introductory stage   no competing brands, no emphasis on brand names   Term selective demand Definition demand for specific brand    differentiate product from competing brands encourage existing customers to buy more of brand  Term Promotion Mix Definition 1) Advertising 2) Personal Selling 3) Public Relations 4) Sales Promotions   Term Advertising Definition Paid Non-personal   benefits: cost efficient effective for brand name extensions     disadvantages: absolute dollar price can be HIGH rarely provides feedback (quickly)  Term Personal Selling Definition Paid Personal   (inform customers - persuade to purchase)   disadvantage: directed at one individual costs more per person   advantages: greater impact on consumer provides immediate feedback   Term Kinesic Communication Definition *Perosnal Selling   communication through movement of body language ie: nodding, winking, etc  Term Proxemic Communication Definition **Personal Selling -less obvious form   person varies physical distance in face-to-face interactions     Term Tactile Communication Definition **Personal Selling   communicating through touching  Term Public Relations Definition used to create good relations between   company and stakeholders   ie: annual reports, sponsorships   also non-personal: news releases     Term Sales Promotion Definition acts as a direct inducement adding value/incentive to buy product   sweepstakes, rebates, etc  Term Characteristics of Target Market Definition Size Distribution Demographics  Term Buzz Marketing Definition attempt to gain acceptance through   word-of-mouth communications Term Viral Marketing Definition strategy to get Internet users to share ads and promotions with their friends Term Definition Term Institutional Advertising Definition promotes organizations ideas, images, political issues Term Advocacy Advertising Definition promotes company's position on public issue   ie: Parents encouraged to talk to kids about not smoking  Term Product Advertising Definition Promotes the uses, features, and benefits of the product   1) pioneering 2) competitive  Term Comparative advertising Definition compares two or more brands on basis of one or more product characteristic  Term Reminder Advertising Definition Remind consumers about established brand's uses and benefits  Term reinforcement advertising Definition assures users they chose the right brand - explains HOW to get the most out of it  Term Advertising Campaign Definition 1) Identify/analyze target audience 2) Define advertising objectives 3) Create Ad platform 4) Determine advertising appropriation 5) Develop media plan 6) Create Advertising message 7) Execute Campaign 8) Evaluate advertising effectiveness  Term Advertising Platform Definition basic issues/points to be included in campaign Term Advertising appropriation Definition advertising budget for specific time period Term Objective - and - task approach Definition budgeting for ad campaign by 1) determining objectives 2) calculating costs of tasks to attain #1    Problem: Accuracy of estimates of #2  Term Percent -of- Sales approach Definition multiply firm's past & expected sales x Standard percentage   Problem: incorrect assumption that sales create advertising  Term Definition Term competition-matching approach Definition determine ad budget by matching competitor's advertising outlays  Term arbitrary approach Definition budgeting for ad campaign specified by a high-level executive in the firm   Problem: often = under/over spending  Term media plan Definition specifies media to be used and schedule for ads     Primary goal: reach largest # of people in target Secondary goal: frequency  Term Cost comparison indicator Definition **Media selection   lets advertiser compare costs of several media vehicles  vs. # of people each vehicle reaches (within a specific medium)  Term Types of media schedules Definition 1) continuous - ad runs at constant level throughout campaign   2) flighting - ad runs for set periods of time (alternating with periods w/o ads run)   3) pulsing (combo of 1 & 2) -certain portion of ad runs continuously  -certain period of time bring additional ads for intensity Term Copy Definition verbal portion of ads   headlines, body, signature, etc  Term storyboard Definition blueprint -copy & visual material   shows sequence of major scenes in commercial  Term pretest Definition **evaluating ad campaign   Consumer Jury - panel of product's potential/existing buyers who pretest ads  Term Posttest Definition **evaluating Ad Campaign   - objectives usually determine type     *communication=surveys/experiments *sales=uses data past/current & $ to estimate effects of campaign on market share  Term recognition test Definition **evaluating ad campaign   -posttest - respondents shown actual ad & asked if recognize  Term unaided recall test Definition **evaluating ad campaign   - respondents asked to identify ads recently seen w/o recall clues Term aided recall test Definition **Evaluating ad campaigns   -respondents asked to identify recent ads given clues to jog memory