Term
| Term: Represents promotion (P) and encompasses a variety of communication disciplines including advertising, personal selling, and public relations |
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Definition
| Integrated Marketing Communications (IMC) |
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Term
| Describe the communication process |
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Definition
| A sender encodes a message and the transmitter aids the sender in getting the message through the communication channel to the receiver, who then decodes the message and possibly sends feedback through the feedback loop on if there was any noise or not |
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Term
| Term: Originator of a message |
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Definition
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Term
| Term: Agency/Intermediary that aids sender in developing marketing communications |
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Definition
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Term
| Term: Converting sender's ideas into a verbal or visual message |
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Definition
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Term
| Term: Medium that carries the message |
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Term
| Term: Person who sees/hears and processes the info contained in the message |
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Term
| Term: Process by which the receiver interprets the sender's message |
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Term
| Term: Any interference that stems from competing messages, lack of clarity, or a flaw in the medium |
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Term
| Term: Allows receiver to communicate w/ sender to inform if message was received/decoded |
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Term
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Definition
| Awareness leads to interest, then to desire, and finally action |
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Term
| What is another name for the AIDA model? |
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Definition
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Term
| Does the AIDA model always occur in that order? |
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Definition
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Term
| Term: Potential customer's ability to recognize the brand name and associate it with that product |
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Term
| Term: When consumers indicate that they know a brand when the name is presented to them |
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Definition
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Term
| Term: When consumers mention a specific brand name first when asked about a product/service |
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Definition
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Term
| Term: Delayed response to a marketing communication campaign |
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Definition
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Term
| What are the different elements to a marketing campaign? |
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Definition
-Advertising
-Public relations
-Sales promos
-Personal selling
-Direct marketing |
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Term
| Term: Placement of announcements and persuasive messages in time and space purchased in any of the mass media to inform about products/services/ideas/orgs. |
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Term
| Term: Org. function that manages the firm's communications to achieve a variety of objectives including building and maintaining a positive image, handling unfavorable stories, and maintaining positive relations with the media |
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Definition
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Term
| Term: Special incentives that encourage the purchase of a product/service |
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Definition
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Term
| Give some examples of sales promotions |
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Definition
| Coupons, rebates, contests, free-samples, and displays |
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Term
| Term: Two-way flow of communication between a buyer and seller that is designed to influence the buyer's purchase |
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Definition
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Term
| Term: Marketing that communicates directly with target customers to generate a response/transaction |
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Definition
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Term
| Term: Direct marketing through wireless handheld devices |
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Definition
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Term
| What are some types of online marketing? |
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Definition
-Websites
-Blogs
-Social media |
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Term
| Term: Periodic posts on a common web page |
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Definition
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Term
| Term: Media content distributed through social interactions |
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Definition
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Term
| Term: Determines budget required to undertake specific tasks to accomplish communication objectives |
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Definition
| Objective and task method |
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Term
| What are two methods for setting a budget? |
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Definition
-Objective and Task method
-Rule of thumb method |
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Term
| Term: Use prior sales and communication activities to determine present communication budget |
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Definition
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Term
| Term: How often audience is exposed to an ad |
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Definition
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Term
| Term: % of target population exposed to an ad |
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Definition
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Term
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Definition
| Gross rating points (GRP) |
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Term
| Term: Tool that allows ads to show up according to potential keywords |
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Definition
| Search engine marketing (SEM) |
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Term
| Term: # of times ad appears to a user |
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Definition
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Term
| Term: # of times user clicks on ad/# of impressions |
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Definition
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Term
| Term: How useful ad message is to consumer doing search |
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Definition
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Term
| Term: (Sales-Ad cost)/ad cost |
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Definition
| Return on investment (ROI) |
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Term
| What is the goal of an IMC? |
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Definition
| To make sure all departments are connected |
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Term
| What are the three strategy elements of an IMC? |
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Definition
-Consumer
-Channels
-Outcome |
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Term
| What are the different channels to market through? |
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Definition
-Advertising
-Public relations
-Sales promos
-Personal selling
-Direct mktg
-Online mktg |
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Term
| How is feedback delivered? |
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Definition
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Term
| Term: Paid form of communication delivered through media from an identifiable source about an org., product, service, or idea designed to persuade receiver to take an action |
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Definition
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Term
| What are the steps to set up a successful advertising program? |
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Definition
1. Identify target audience
2. Set advertising objectives
3. Determine budget
4. Convey message
5. Evaluate and select media
6. Create ads
7. Assess impact |
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Term
| Term: Subsection of overall marketing plan that analyzes the mktg and ad situation, identifies ad campaign's objectives, clarifies a specific strategy, and indicates how to determine success |
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Definition
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Term
| Term: Goal is to get consumers to pull product into a supply chain by demanding it |
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Definition
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Term
| Term: Designed to increase demand by focusing on wholesalers, retailers, or salespeople |
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Definition
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Term
| Term: Communication used to create and build brand awareness w/ the ultimate goal of the consumer making a purchase |
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Definition
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Term
| What are the different advertising objectives? |
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Definition
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Term
| Term: Communication used to motivate consumers to take action |
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Definition
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Term
| Term: Communication used to remind/prompt repurchases, especially for products in the maturity stage |
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Term
| Term: Inform/persuade/remind consumers about a specific product/service |
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Definition
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Term
| Term: Inform/persuade/remind consumers about issues related to places, politics, or an industry |
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Definition
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Term
| Term: Focuses on public welfare and is sponsored by nonprofit orgs. |
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Definition
| Public Service Announcement (PSA) |
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Term
| Term: Application of mktg principles to social issues to bring about a change among public |
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Definition
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Term
| Term: Strategy that differentiates a product by establishing its unique benefits |
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Definition
| Unique selling proposition (USP) |
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Term
| What are the appeals you can use to convey a message? |
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Definition
-Informational appeal
-Emotional appeal |
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Term
| Term: Offering factual appeal of key benefits |
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Definition
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Term
| Term: Use of emotion to create a bond between the consumer and brand |
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Term
| Term: Process of evaluating and selecting the media mix |
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Definition
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Term
| Term: Combo of media used and frequency of advertising in each |
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Definition
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Term
| Term: Actual purchase of print pages or airtime (largest expense in advertising budget) |
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Definition
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Term
| Term: Ideal for reaching large #s of anonymous audience members |
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Definition
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Term
| What are some forms of mass media? |
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Definition
-National newspapers
-Magazines
-Radio
-TV |
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Term
| Term: More focused advertising used to reach narrower segments, often with unique demographic characteristics |
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Definition
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Term
| Term: Specifies timing and duration of ad |
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Definition
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Term
| What are three types of ad. schedules? |
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Definition
-Continuous: steadily throughout year
-Flighting: implemented in spurts
-Pulsing: Combo of continuous and flighting |
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Term
| What are the different parts of an ad? |
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Definition
-Headline
-Body copy
-Background
-Foreground
-Branding |
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Term
| Term: Large type designed to draw attention and be read first |
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Definition
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Term
| Term: Main text portion of ad |
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Definition
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Definition
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Term
| Term: Everything on top of background |
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Definition
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Term
| Term: Identifies sponsor of ad |
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Definition
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Term
| Term: Assessments performed before ad is implemented |
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Definition
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Term
| Term: Monitoring key indicators to shed light on problem |
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Definition
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Term
| Term: Evaluation of impact |
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Definition
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Term
| Term: Additional sales caused by ad |
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Definition
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Term
| Term: Legal exaggeration of praise, stopping just short of deception |
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Definition
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Term
| Term: Commercial activity to market an image/product/service for the mutual benefit of businesses and charities |
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Definition
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Term
| Term: Corporations support various activities |
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Definition
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Term
| Term: Offers a discount on an item/service when purchased |
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Definition
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Term
| Term: Short-term price reduction that can take several forms |
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Definition
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Term
| What are the different types of deals? |
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Definition
-Featured price
-BOGO
-Bulk deals |
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Term
| Term: Offers item for free or at a discount price for buying/sampling/testing |
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Definition
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Term
| Term: Competition that requires skill or effort |
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Definition
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Term
| Term: Chance drawing of entrants' names |
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Definition
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Term
| Term: Offers potential customers the opportunity to try product/service before purchase |
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Definition
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Term
| Term: Program designed to retain customers by offering incentives for making multiple purchases over time |
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Definition
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Term
| Term: Merch displays located at checkout counter |
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Definition
| Point-of-purchase (POP) displays |
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Term
| Term: Price reduction in which a portion of the purchase price is returned by seller to buyer in the form of cash |
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Definition
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Term
| Term: Having a product/service placed in a TV show/movie |
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Definition
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Term
| Term: 2+ firms join together to reach a specific target market |
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Definition
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Term
| What are the two types of focuses for ads? |
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Definition
-Institutional
-Product-service |
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Term
| What are the pros and cons of advertising on television? |
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Definition
+Widespread, sound and video
-High cost, many choices, may increase awareness of competitors |
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Term
| What are the pros and cons of advertising on the radio? |
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Definition
+Inexpensive, selectively targeted, widespread
-No video, less focused attention, short exposure |
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Term
| What are the pros and cons of advertising through magazines? |
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Definition
+Very targeted, subscribers pass along
-Inflexible, takes time |
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Term
| What are the pros and cons of advertising in newspapers? |
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Definition
+Flexible, timely, localized
-Expensive, short lifespan |
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Term
| What are the pros and cons of advertising on the internet? |
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Definition
+Can be linked to more details, flexible, interactive, specific targeting
-Cluttered, ad-block |
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Term
| What are the pros and cons of advertising outdoors? |
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Definition
+Inexpensive, repeat exposure, easily changed
-Not targeted easily, placement problems, short exposure times |
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Term
| What are the pros and cons of advertising with direct mail? |
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Definition
+Highly targeted, personalized
-Expensive, "junk mail" |
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