Term
| Integrated marketing communications (IMC): |
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Definition
| coordination of promotional efforts for maximum information and persuasive impact |
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| Integrated marketing communications (IMC): |
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Definition
| Allows a firm to coordinate and manage its promotional efforts to transmit consistent messages |
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| Integrated marketing communications (IMC): |
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| Fosters long term customer relationships and the efficient use of promotional resources |
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| branded content, which includes product placement, that is designed to combine electronic media with an advertise to create an integrated, entertaining product |
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| a sharing for mean; transmission of information |
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| a person, group, or organization with a meaning it tries to share |
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| the individual, group, or organization that decodes a coded message |
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| converting meaning into a series of signs or symbols |
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| the medium of transmission that carries the coded message from the source to the receiver or audience |
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| converting signs or symbols into concepts and ideas |
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| anything that reduces a communication's clarity and accuracy |
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| the receiver’s response to a message |
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| the limit on the volume of information a communication channel can handle effectively |
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| communication to build and maintain relationships by informing and persuading one or more audiences |
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| demand for a product category rather than for a specific brand |
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| promotion that informs consumers about a new product |
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| demand for a specific brand |
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| role and objectives of promotion ( |
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Definition
| create awareness, stimulate demand, encourage product trial, identify prospects, reatin loyal customers, facilitate reseller support, combat competitive promotional efforts, reduce sales fluctuations |
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| efforts to link the purchase of producgts to philanthropic efforts for one or mroe causes |
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| a combination of promotional methods used to promote a specific product |
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| communicating through the movement of head, eyes, arms, hands, legs, or torso |
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| communicating by varying the physical distance in face to face interactions |
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| communicating through touching |
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| promoting a product only to the next institution down the marketing channel |
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| promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel |
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| word of mouth communication |
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| personal, informal exchanges of information that customers share with one another about products, brands, and companies |
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| involves electronic technologies that link people to networks and allow the exchange of personal and professional information as well as common interests such as product and brand preferences |
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| an attempt to incite publicity and public excitement surrounding a product through a creative event |
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| a strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly |
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| the strategic location of products or product promotions within television program content to reach the product's target market |
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| two criticisms of promotion |
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| too much promotional activity; "deceptive"; blamed for increasing prices; manipulates consumers into buying products they do not need-->materialism |
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| paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media |
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| institutional advertising |
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| promotes organizational images, ideas, and political issues |
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| promotes a company's position on a public issue |
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| promotes products' uses, features, and benefits |
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| tries to stimulate demand for a product category (rather than a specific brand) by informing potential buyers about the product |
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| tries to stimulate demand for a specific brand by promoting its features, uses, and advantages |
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| compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics |
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| reminds consumers about an established brand's uses, characteristics, and benefits |
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| reinforcement advertising |
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| assures users they chose the right brand and tells them how to get the most satisfaction from it |
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| designing a series of advertisements and placing them in various advertising media to reach a particular target audience |
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| the group of people at whom advertisements are aimed |
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| basic issues or selling points to be included in the advertising campaign |
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| advertising appropriation |
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| advertising budget for a specified period |
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| objective and task approach |
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| budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them |
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| percent of sales approach |
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| budgeting for an advertising campaign by multiplying the firm's past or expected sales by a standard percentage |
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| competition matching approach |
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| determining an advertising budget by trying to match competitors' ad outlays |
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| budgeting for an advertising campaign as specified by a high level executive in the firm |
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| specifies media vehicles and schedule for running the advertisements |
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| cost comparison indicator |
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| a means of comparing the cost of vehicles in a specific medium in relation to the number of ppl reached |
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| versions of a magazine that differ across geographic regions |
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| the verbal portion of advertisements |
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| a mockup combining copy and visual material to show the sequence of major scenes in a commercial |
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| an ad's illustrations and layout |
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| the phsyical arrangement of an ad's illustration and copy |
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| photos, drawings, graphs, charts, and tables used to spark audience interest |
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| evaluation of ads performed before a campaign begins |
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| a panel of a product's actual or potentital buyers who pretest ads |
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| evaluation of advertising efffectiveness after the campaign |
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| a post test in which individuals are shown the actual ad and asked if they recognize it |
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| a post test in which respondents identify ads they have recently seen but are given no recall clues |
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| a post test that asks respondents to identify recent ads and provides clues to jog their memories |
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| communication efforts sued to create and maintain favorable relations between an organization and its stakeholders |
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| a news story type of communication transmitted through a mass medium at no charge |
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| a short piece of copy publicizing an event or a product |
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| a manuscript of up to 3000 words prepared for a specific publication |
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| a photo with a brief description of its contents |
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| a meeting used to announce major news events |
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| paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation |
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| developing a list of potential customers |
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| the manner in which a salesperson contacts a potential customer |
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| the stage in the selling process when the salesperson asks the prospect to buy the product |
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| the salesperson who sells to new custoemrs and increases sales to current ones |
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| salespersons who primarily seek repeat sales |
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| sales staff members who facilitate selling but usually are not involved solely with making sales |
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| support salespersons who assist the producer's custoemrs in selling to their own customers |
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| salespersons involved mainly in helping a producer's custoemrs promote a product |
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| support salespersons who give technical assistance to a firm's current customers |
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| the use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process |
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| the building of mutually beneficial long term associations with a customer through regular communications over prolonged periods of time |
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| straight salary compensation plan |
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Definition
| paiyng salespeople a specific amount per time period, regardless of selling effort |
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| straight commission compensation plan |
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Definition
| paying salespeople according to the amount of their sales in a given time period |
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| combination compensation plan |
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Definition
| paying salespeople a fixed salary plus a commission based on sales volume |
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Definition
| an activity and/or material meant to induce resellers or salespeople to sell a product or consumers to buy it |
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| consumer sales promotion methods |
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Definition
| ways of encouraging consumers to patronize specific stores or try particular products |
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| written price reductions used to encourage consumers to buy a specific product |
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| a promotion that lets buyers pay less than the regular price to encourage purchase |
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| a sales promotion technique offering consumers money when they mail in a proof of purchase, usuallly for multiple product purchases |
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| a sales promotion technique whereby a customer is sent a specific amount of money for purchasing a single product |
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| point of purchase (POP) materials |
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| signs, window display racks, and similar means used to attract customers |
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| a sales promotion method manufacturers use temporarily to encourage trial use and purchase of a product or to show how a product works |
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| samples of a product given out to encourage trial and purchase |
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| items offered free or a t a minimal cost as a bonus for purchasing a product |
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| sales promotion methods in which individuals compete for prizes based on analytical or creative skills |
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| sales promotion method in which individuals compete for prizes based primarily on chance |
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| sales promtoion in which entrants submit their names for inclusion in a drawing for prizes |
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| trade sales promotion methods |
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Definition
| ways of persuading wholesalers and retailers to carry a producer's products and mrket them aggrevessively |
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| a temporary price reduction to resellers for purchasing specified quantities of a product |
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| a sum of money given to a reseller for each unit bought after an initial promotion deal is over |
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| a manufacturer's reward to retailers based on the number of pieces scanned |
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| a manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts |
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Definition
| an arrangement in which a manufacturer agrees to pay a certain amount of retailer's media costs for advertising the manufacturer's products |
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| advertisements that promote a product and identify the names of participating retailers that sell the product |
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| a manufacturer's reward given to resellers for purchasing a stated quantity of products |
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| a gift, often part of a display, given to a retailer purchasing a specified quantity of merchandise |
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| premium money (or push money) |
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| extra compensation to salespeople for pushing a line of goods |
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| a promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements |
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| media planner's primary goal |
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| to reach the largest number of people in the advertising target audience that the budget will allow |
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| the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period |
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| the number of times these targeted consumers are exposed to the advertisement |
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| three general types of media schedules |
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| continuous, flighting, pulsing |
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| advertising runs at a constant level with little variation throughout the campaign period |
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| ads run for set periods of time, alternating with periods in which no ads run |
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| combines continuous and flighting schedules; certain portion run continuously, and additional ads used at specific time periods |
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| identifies changes in public opinion affecting an organization |
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| used to assess an organization's image among the public or to evaluate the effect of a specific public relations program |
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