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Intro to Marketing Rudelius Ch 17: Marketing Communications
Kerin, Hartley, Rudelius 12th edition
21
Marketing
Undergraduate 2
05/12/2015

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Term
IMC
Definition
integrated marketing communications- development of a program that coordinates all promotional activities - advertising, personal selling, sales promotions, public relations and direct marketing
Term
communication elements
Definition
source
message
channel of communication
receivers
encoding - sender transforms idea into symbols
decoding-receiver translates set of symbols into an idea
Term
field of experience
Definition
must be shared by sender and receiver, so they can apply similar knowledge and understanding to the message
Term
response (for facebook)
Definition
the impact a message had on receiver's knowledge, attitudes, behavior
Term
noise
Definition
extraneous factors that works against effective communication by distorting message or feedback
Term
mass selling
Definition
advertising, sales promotions, public relations
Term
customized interaction
Definition
personal selling
Term
advertising
Definition
any paid form of nonpersonal communications with the aim of promoting idea, organization, product and with a clear sponsor
Term
wasted coverage
Definition
communication with customers who are not the target audience
Term
public relations
Definition
seeks to influence the feelings, opinions or beliefs of customers and other stakeholders about the company and its products
Term
publicity
Definition
nonpersonal, indirectly paid presentation of an organization or a product
Term
product characteristics
Definition
complexity
risk
ancillary services-degree of service and support customer require
Term
channel strategies
Definition
push strategy - direct promotional mix to channel members to gain their cooperation in ordering and stocking the product
pull strategy - direct promotional mix and end-consumers so that they ask the retailers for the product
Term
hierarchy of effects
Definition
sequence of stages prospective buyer goes through
1. awareness
2.interest
3.evaluation
4.trial
5.adoption
Term
percentage of sales budgeting
Definition
allocation of funds for promotion as a percentage from expected or past sales
Term
competitive parity budgeting
Definition
matching competitors absolute level of spending or the proportion per market share
Term
all-you-can-afford budgeting
Definition
money allocated after all other budget items are covered
Term
objective and task budgeting
Definition
determines objectives, sets tasks to achieve them and calculates the cost of promotions necessary to realize them
Term
direct orders
Definition
result of direct marketing when all the necessary info is provided to the costumer to be able to make a purchase decision
Term
lead generation
Definition
result of an offer designed to generate interest in a product an request for extra info
Term
traffic generation
Definition
result of an offer designed to prompt people to visit the business
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