Term
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Definition
| A paid form of communication from an identifiable source, delivered through communication channel, and designed to persuade the receiver to take some action now or in the future |
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Term
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Definition
| The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision |
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| Integrated Marketing Communications |
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Definition
| Advertising, Personal Selling, Sales Promotion, Public Relations, Direct Marketing, Electronic Media |
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Definition
| Special Incentives or excitement building programs that encourage the purchase of a product or service, such as, coupons, contests, free samples, and point of purchase displays |
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Definition
| Sales and promotional techniques that deliver promotional materials individually to potential customers. Includes, Telephone, mail, infomercials, catalogs, and internet based initiative such as email or e-commerce |
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Definition
| the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events and maintaining positive relationships with the media. This is FREE advertisement. |
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Definition
| web sites, corporate blogs, social shopping, and online gaming |
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Term
| Objective-and-task method |
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Definition
| An IMC budgetting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs |
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Term
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Definition
| Budgeting methods that base the IMC budget on either the firms share of the market in relation to competition, a fixed percentage of forecasted sales or what is left after other operating costs and forecasted sales have been budgeted |
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Definition
| A firm's strategy of setting prices that are similar to those of major competitors |
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Definition
| A method of setting an IMC budget based on a fixed percentage of forecasted sales |
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Term
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Definition
| A method of setting an IMC budget in which the firms first forecasts their sales and expenses, excluding IMC. The difference between the forecasted sales and expenses plus desired profit is reserved for the IMC budget |
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Definition
| Measure of how often the audience is exposed to a communication within a specified period of time |
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Term
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Definition
| Measure of consumers exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement at least once |
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Term
| Gross Rating Points (GRP) |
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Definition
| Measure used for various media advertising- print, radio, or television |
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Definition
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Definition
| Used to assess how much time viewers spend on particular Web pages and the number of pages they view |
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Definition
| A way to measure how many times users click on banner advertising on web sites |
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Definition
| A promotional web technique in which consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest |
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Term
| Search Engine Marketing (SEM) |
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Definition
| A tool that allows firms to show up in searches based on the keywords potential customer use |
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Term
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Definition
| An online measure of reach. CTR equals the number of times a potential customer clicks on an ad divided by the number of impressions |
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Term
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Definition
| The number of times an online ad appears in front of a user |
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Term
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Definition
| Describes how useful an ad message is to a consumer doing an internet search |
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