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Chapter 18
CCIII
51
Marketing
Undergraduate 1
11/20/2008

Additional Marketing Flashcards

 


 

Cards

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
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
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 

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