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| there must be two or more parties with something of value to another, a desire and ability to give that something to the other party and a way to communicate with each other |
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| activity, set of instutitions, and processes for creating, communicating delivering and exchanging offerings that have value for customers, clients, partners and society at large |
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| customer's perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it |
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| 4ps product, price, place, promotion |
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| integrated marketing communications (IMC) |
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| coordinating the various promotional elements and other marketing activities that communicate with a firms customers |
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| coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea |
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| the basic tools used to accomplish an organization's communication objectives. advertising, direct marketing, interactive marketing, sales promotion, publicity/pr, personal selling |
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| any paid form of non-personal communication about an organizational product, service, idea by and identified sponsor. |
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| communicate directly with target customers to generate a response or transaction |
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| direct response advertising |
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| is when a product is promoted through an ad that encourages the customer to purchase directly from the manufacturer |
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| allows a back and forth flow of information users can participate in and modify the form and content of the information they receive in real time. |
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| marketing activities that provide extra value or incentives to the sales force the distributors or the ultimate consumer and can stimulate immediate sales. |
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| non personal comunications regarding an organization, product service or idea not directly paid for or run under identified sponsorship |
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| management function which evaluates public attitudes identifies the policies and procedures of an individual or organization with the public interest and executes a program of action to earn public understanding and acceptance. |
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| person to person communication in which a seller attempts to assist and or persuade prospective buyers to purchase the company's product or service to act on an idea |
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| each and every opportunity the customer has to see or hear about the company and/or experience with it |
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| communication management is |
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| planning execution evaluating and controlling the use of the various promotional mix elements to effectively communicate with target audiences. |
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| a written document that describes the overall marketing strategy and programs developed for an organization, product line, brand. |
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| assesses relevant areas involve product/service offering and the firm itself |
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| focuses on factors such as characteristics of the firms customers market segments positioning strategies and competitors |
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| what is to be accomplished by the overall marketing strategy |
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| what the firm seeks to accomplish with its promotional program |
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| evolves from an organizations overall corporate strategy and serves as a guide for specific marketing programs and policies |
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| target markets the company wishes to pursue |
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| areas were there are favorable demand trends where the company believes customer needs and opportunities are not being satisfied. |
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| something special a firm does or has to get an edge over competitors |
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| choosing a special kind of people. identify markets with unfilled needs, segment the market, target specific segments, position product/service with market strategies |
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| dividing up a marketing into distinct groups that have common needs and will respond similarly to a market action |
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| markets divided into different geographic units |
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| age sex family size education income and social class |
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| psycho graphic segmentation |
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| useage, loyalties, buying responses |
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| 20% of buyers are 80% of sales volume |
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| grouping of customers on the basis of attributes sought in a product |
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| undifferentiated marketing |
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| marketing ingnoring segments offering to everyone. treat all the same |
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| marketing in several segments different strategies for each |
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| used when the firm selects one segment and attempts to capture a large share of this market |
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| the art and science of fitting the procut or service to one or more segments of the broad market in such a way to be seperate from competition |
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| important to customers attributes important to customers decisions |
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| altering or changing a products or brands position |
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| what a product or brand means to consumers and what they experience in purchasing and using it |
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| name logo symbols design packaging and image |
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| intangible asset of added value or good will that results from the favorable image impressions of differentiation and or strength of customer attachment to brand name. |
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| the place element of marketing mix |
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| the way avon and mary kay sell |
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| persuading customer, push to customer |
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| attempting to get another company interested in having your product. resale like walmart. |
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| spending money to promote to customers and customers request this product from retailer. |
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| passing of information the exchange of ideas or the process of establishing a commoness or oneness of thought between a sender and a receiver |
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| person sharing inforamtion |
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| putting thoughts, ideas, information into a symbolic form like words/signs/symbols |
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| contains the information or meaning the source hopes to convey |
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| method by which the communication travels from the source or sender to the reciver |
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| communication a powerful source of information for consumers |
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| big word of mouth discussion aka viral marketing |
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| mass communications tv radio |
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| gets the message and decodes it |
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| process of transforming the senders message back into thought |
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| experiences, perceptions, attitudes, and values he or she brings to the communication situation |
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| unplanned distortion/interference |
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| part of the receivers response that is communication back to the sender |
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| developed to represent the stages a sales person must take a customer through in the personal selling process. |
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| hierarchy of effects odel |
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| shows the process by which advertising works it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase |
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| innovation adoption model |
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| evolved from work on the diffusions of innovations |
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| information processing model |
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| advertising effects, developed by william mcquire receiver in a persuasive communication situation like advertising is an information processor or problem solver |
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| which consists of a learn feel do sequence |
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| dissonance/attribution model |
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| do feel learn occurs when consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes |
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| low-involvement heirarchy |
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| receiver is viewed as passing from the cognition to behavior to attitude change |
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| throughts that occur to them while reading, viewing, and/or hearing a communication |
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| thoughts the recipients has that are opposed to the position while taking in the message |
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| thought that affirm the claims made in the message |
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| negative thoughts about the spokesperson or organization making the claims. |
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| react favorably to the source generate favorable thoughts |
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| related througths can be either favorable or unfavorable |
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| represents the receivers feelings of favorability or unfavorability toward the ad. |
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| elaboration likelihood model (ELM) or persuasion |
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| explains the process by which persuasive communications lead to persuasion by influencing attitudes |
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| reciver is viewed as a very active involved participant in the communication process whose ability and motivation to attend comprehend and evaluate messages are up |
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| peripheral route to persuasion |
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| the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing |
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| helps marketers se how each controllable element interacts with teh consumers response prices with two sets of variables, independent variables and dependent variables |
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| controllable components of the communication process |
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| steps a receiver goes through in being persuaded |
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| the person involved in communicating a marketing message either directly or indirectly |
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| extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased objective information |
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| occurs when the reciever adopts the option of credible communicater since he or she believes information from this source is accurate |
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| learning through repeition |
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| encompasses similarity familiarity and likeability |
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| when he or she can actually administer rewards and punishments to the receiver |
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| the receiver accepts the persuasive influence of the source and acquires to his or her position in hopes of obtaining a favorable reaction or avoiding punishment |
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| operating whereby information presented first is most effective |
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| where by the last arguments presented are most persuasive strong points at the end |
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| gives both the pros and cons |
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| two sided message presents both sides and refutes opposing view point. innoculate the target audience agaist a competitors counter claims |
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| evoke this emotional response and arouse individuals to take steps to remove the threat like cigs |
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| practice of either directly or indirectly naming competitors in an ad and comparing specific attributes |
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| the influence the medium has on a message |
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| amount of advertising in medium |
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| refers to the tendency of a tv or radio commercial to lose effectiveness when it is seen and or heard repeatedly |
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| determines what the advertising message will say or communicate |
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| how the message strategy will be executed. |
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| the ability to generate fresh unique and appropriate or relevant ideas that can be used as soliutions to communicate problems |
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| refers to the extent to which an ad contains elements that are novel, different, or unusual. originality, flexibility, elaboration, synthesis, artistic value |
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| reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer |
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| involves conduction research and gathering all relevant information about a clients product or service, brand, and consumers in the target audience |
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| input can include books, periodicals, trade publications, scholarly journals, pictures, and clipping services, which gatehr and organize magazine and newspaper articles on the product marketing and competition. |
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| product/service preplaning |
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| input comes in the form of specific studies conducted on the product or service the audience or combination of the two. |
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| finds ideas around which creative strategies could be based. asks consumers fammiliar with a product to generate an exhaustive list of things that bother them or problems they encounter when using it |
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| research method whereby consumers from the target market are led through a discussion regarding a particular topic. |
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| involves observing consumers in theri natural environment |
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| a series of drawings used to present the visual plan or layout of a proposed commercial. |
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| a video tape of the story board along with an audio sound track |
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| a set of interrelated ad coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period |
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| should be a strong idea as it is the central message that will be communicated in all the advertising and other promotional activities |
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| specifies the basic elements of the creative strategy |
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| major selling idea of campaign |
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| unique selling proposition (USP) |
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| each advertisment must make a propotion to the customer not just words. you get this benefit. |
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| developing an image that will appeal to product users. |
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| characteristic of the product that makes the consumer purchase it. |
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| refers to the approach used to attract the attention of consumers and or to influence their feeling toward the product service or cause |
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| the way a particular appeal is turned into an advertising message presented to the consumer |
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| informational/rational appeals |
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| focus on the consumers practical funcational, or utilitarian need for the product or service and emphasize features of a product or service and or the benefits or reasons for owned or using a particular brand |
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| related to the consumers social and or psychological needs for purchasing a product or service |
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| defined as one which associates the experience of using the advertising brand with a unique set of psychological characteristics which would not typically be associated with teh brand experience to the same degree without exposure to advertisement. |
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| the objective of building brand awareness and or keeping the brand name in front of consumers |
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| designed to build curiosity interest and or excitement about a product or brand by talking about it but not actually showing it. |
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| whereby ads are created by consumers |
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| the words in the leading position of the ad hte words that will be read first or are position to draw the most attention |
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| straightforward and informative in terms of hte message they are presenting and the target audience they are directed toward |
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| not straightforward about identifying the product or service or getting to the point |
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| main text portion of a print ad. long enough to tell, short enough to keep attention |
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| physical arrangement of the various parts of the ad including the headline subheads body copy illustrations and any identifying marks |
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| where the message is delivered or action on the screen is narrated or described by an announcer who is not visible. |
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| inexpensive sub for original music paid for on a one time basis it is dropped in fast. |
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| catchy songs about a product or service that usually carry the advertising theme and a simple message |
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| written version of a commercial that provides a detailed description of its video and audio content. |
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