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| A paid form of communication from an identifiable source, delivered through the communication channel, and designed to persuade the receiver to take some action, now or in the future |
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| a common model of the series of mental stages through which consumers move as a result of marketing communication |
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| occurs when consumers recognize a name that has been presented to them |
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| A Web page that contains periodic posts. Corporate blogs are a new form of marketing communications |
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| Measures how many consumers in a market are familiar with the brand and what it stands for |
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| The number of times a user clicks on an online ad divided by the number of impressions |
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| The medium that carries the message |
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| the process by which thew receiver interprets the sender's message |
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| Sales and promotional techniques that deliver promotional materials individually to potential customers |
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| The process of converting the sender's ideas into a message, which could be verbal, visual, or both. |
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| Allows the receiver to communicate with the sender thereby informs the sender whether the message was received and decoded properly |
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| Measure of how often the audience is exposed to a communication within a specified period of time |
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| Measure used for various media advertising |
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| The number of times an advertisement appears in front of the user |
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Term
| integrated marketing communications (IMC) |
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Definition
| Represents the promotion dimension of the four P's |
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Definition
| A delayed response to a marketing communication campaign |
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| Marketing through wireless handheld devices |
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| any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. A problem for all communication channels |
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| objective-and-task method |
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Definition
| An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives |
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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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| the organizational function that manages the firm's communications to achieve a variety of objectives |
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| 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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Definition
| The person who reads, hears, or sees and processes the information contained in the message or advertisement |
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Definition
| A metric used to determine how useful an advertising message is to the consumer use |
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| return on investment (ROI) |
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Definition
| The amount of profit divided by the value of the investment |
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Definition
| Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales or what is left after operating costs and forecasted sales have been budgeted |
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Definition
| Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates |
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| search engine marketing (SEM) |
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Definition
| A type of Web advertising whereby companies pay for keywords that are used to catch consumers attention while browsing a search engine |
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| the firm from which an IMC message originates |
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| Media content used for social interactions |
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| a prominent place in peoples memories that triggers a response without having to put any thought to it |
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| An agent or intermediary with which the sender works to develop the marketing communications |
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