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Chapter 12
SDLC and what not
29
Marketing
Undergraduate 2
12/09/2012

Additional Marketing Flashcards

 


 

Cards

Term
Promotion
Definition
coordination of marketing communication efforts
Term
Marketing communicatiosn do four things
Definition
iform, persuade, remind, and build relationships
Term
Intregrated Marketing Communication
Definition
Process that marketers use to plan, develop, executre, and evaluate brand communication programs over time to targeted audiences
Term
IMC should be
Definition
coordinated, measurable, persuasive
Term
One to many
Definition
1 marketer sends one promotion to many consumers
Term
one to one model
Definition
marketer targets individuals and tailors to each person
Term
Many to Many
Definition
marketer takes back seat roll and consumers share information with eachother
Term

Communication Model INSET PHOTO Here

[image]

Definition
Company model includes brand and spokesperson Encoding-idea is changed into message Message-physical form of communication Medium-communication vehicle Decoding-receiver assigns meaning to message Receiver-target of communication Noise-anything interfering with effective communication Feedback-receivers reaction to the message
Term
Q score
Definition
help in finding good personto endorse product
Term
Decoding
Definition
to ocur effectively, source and receiver must share a mutual frame of reference
Term
Control Continuum INSERT IN DEFINITION
Definition
[image]
Term
ADvertising
Definition
nonpersonal communication from an identified sponsor using mass media
advan-provides total control, build or reinforce brand image, can inform or remind
disadvan-very expensive
Term
Sales Promotion
Definition
contests, coupon,s and other incentives designed to build interest or encourage product purcahse during specific time (mcd's monopoly)
advan-builds excitement, encourages immediate purchase, reaches price sensitive
disadvan-does not encourage brand loyalty
Term
Public Relations
Definition
communication activities that create or maintain a positive image of a firm and its products
advan-low cost and highly credible
disadvan-lack of control no garuntee message goes where it should
Term
Personal selling
Definition
direct interaction between a compan rep and customer
advan-higihly flexible and immediate feedback
disadvan-high cost per contact
Term
DIrect Marketing
Definition
efforts to gain a direct response from individual consumers
advan-easy to target customers and measure results
disadvan-consumers dont like it
Term
Groundswell
Definition
social trend in which people use technology to get things they neeed from eachother
Term
Buzz marketing
Definition
word of mouth, perceived as authentic
Term
(4) Ethical prblems in buxx marketing
Definition
-SHould not be designed to decieve -Should not be targeted towards children -should not damage property -should not use stealth marketing
Term
Viral Marketing
Definition
marketing activities that aim to increase brand awareness or sales by consumer passing a message along to other consumers
Term
5 Steps to Develop Promotional Plan INSERTPHOTOHERE
Definition
[image]
Term
Hierarchy of Effects INSERTHIERARCHY[image]
Definition
Each must be SMART
Term
5 Budgeting Techniques most to least effective
Definition
1. Objective Task-define objectives and determine tasks necessairy to achieve. costs estimated
2. top down budgetin-management sets overall budget and divides it around promotion
3. Percentage of sales-current or forecasted
4. Bottom Up-Identify goals then allocate funds to achieve
5. Competitive Parity-match competitor spending
Term
Push Strategy
Definition
company moves products through supply chain by convincing channel members to offer them
Term
Pull Strategy
Definition
Company moves products through supply chain by building desire among consumers
Term
(3) Designing Promotion mix involves
Definition
specific tools message communcation channel
Term
AIDA what is what is it part of>
Definition
Part of designing promotion mix
Attention
Interest
Desire
Action
Term
Multichannel Promotion Strategies
Definition
combine traditional mass media with online buzz building
offer important benefits
Term
Medium
Definition
communication vehicle through which a message is transmitted to target audience
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