Shared Flashcard Set

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Chapter 17 and 18
(Integrated Marketing Communications) and (Advertising, Public Relations, and Promos)
101
Marketing
Undergraduate 3
04/26/2014

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Cards

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