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| The Internet has created a new marketing phenomenon called viral marketing. Some business experts claim viral marketing is electronic _______ ____ ________. |
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| Others claim viral marketing differs because the ____________ and those who spread the message have a vested interest in _____________ others to spread the word. |
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| Ease of use of the __________ combined with other sources for electronic communication such as text messaging makes these forms of media ideal for viral marketing. |
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| Many people delete ________ ___________ and often spam filters prevent people from even receiving them. In viral marketing the message is coming from a _______, so it is opened. |
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| email advertisements, friend |
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| Good _________ is a crucial element in a company's efforts to build profitable customer relationships. |
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| A company's promotion mix--its marketing communications mix--consists of the tools the company uses to communicate ________ _______ and build customer __________ persuasively. |
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| customer value, relationships |
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| The whole marketing mix must be integrated to deliver a ________ message & __________ ___________. |
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| consistent, strategic positioning |
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| Five major promotion tools: _________, sales __________, __________ __________, __________ __________, and ___________ _____________. |
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| advertising, promotion, personal selling, public relations, direct marketing |
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| In past decades, marketers perfected mass marketing: selling highly ____________ products to consumer masses. They developed effective mass ________ techniques to support these strategies. |
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| Today, no other area of marketing is changing so profoundly as marketing ____________. |
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| Several major factors are changing the face of today's marketing communications: consumers are better ________ and use the Internet to exchange ________-related information and marketers are shifting away from _______ __________. |
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| informed, brand, mass marketing |
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| New communications technologies give companies new media for interacting with targeting consumers who have more control over the _______ and _______ of messages they choose to ________ & __________. |
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| nature, timing, send, receive |
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| _______ marketing & the changing communications environment are giving birth to a new marketing communications model: television, magazines & other mass media are ___________. |
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| Companies are doing less broadcasting and more _____________. |
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| Some advertising industry experts predict a doom-and-gloom "chaos scenario" in which the old "______ ______ _________" model will collapse entirely. |
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| mass media communications |
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| Consumers, especially ________ ones, appear to be turning away from the major television networks in favor of cable TV or altogether different media. |
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| Large advertisers are shifting away from network TV to more __________, _____________, ____________ media. |
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| targeted, cost-effective, interactive |
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| Conflicting messages from different sources can result in confused company ___________, _______ positions, and customer relationships. Mass media advertisements say one thing while a price ______________ sends a different signal. |
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These communications often come from different parts of the company:
-Ads are planned & implemented by the advertising department or an agency
-__________ _________ communications are developed by sales
-Specialists are responsible for _________ _________ and _________ __________. |
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| Personal selling, public relations, promotional events |
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| More companies are adopting ________ ________ ________. Under this concept the company integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands. |
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| integrated marketing communications |
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| IMC calls for recognizing ________ ________ where the customer may encounter the company & its brands. Each bran contact will deliver a message, whether good, bad, or indifferent. |
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| IMC ties together all company messages & images because indifferent media play unique roles in __________, __________, and ____________ consumers. |
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| attracting, informing, persuading |
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| Some companies appoint marketing communications directors, with overall responsibility for company communications efforts. It places the responsibility in someone's hands to ________ the company's image as it is shaped by thousands of company activities. The starting point is an _______ of all the potential interactions target customers may have with the company. |
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| Target audience heavily affects.... ______ will be said; _______ will say it and _______, _______ and _______ it will be said. |
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| what, who, how, when, where |
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| Determining the Communication Objective: the marketing communicator must decide what _________ is sought, in most cases, the __________. |
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| The communicator needs to know where the target audience ________ in relation to the product and to what state it needs to be moved. |
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| A target audience may be in any of six states: (1) __________; (2) ___________; (3)___________; (4) ____________; (5) _________; (6) ____________. |
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| awareness, knowledge, liking, preference, conviction, purchase. |
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| Selecting Communication Channels - two broad types of communication channels are _________ and ___________. |
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| Nonpersonal communication channels are media that carry messages without personal contact or ___________ media. |
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Factors that make a source credible:
*__________ - communicator's perceived authority needed to back the claim
*_____________ - how objective and honest the source appears to be
*___________ - is how attractive the source is to the audience |
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| Expertise, Trustworthiness, Likability |
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| Sales Method: Many companies set their ___________ budget at a certain percentage of current or forecasted sales. |
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| Competitive Parity Method: Some companies watch _________ advertising or get promotion spending estimates from publications or ________ _____________. |
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| competitor, trade associations |
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| For hotels, restaurants & other hospitality companies, ___________ represents the largest ___________ item in their budgets. |
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| Advertising can reach masses of ____________ dispersed buyers at a low cost _______ __________. |
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| geographically, per exposure |
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| Personal selling is the most effective tool at building buyer _________, ___________, and ____________. It involves personal interaction between two or more people, allowing each to observe the other's ________ and _____________ and make quick _____________. |
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| preference, conviction, purchase, needs, characteristics, adjustments |
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| Sales promotion can ___________ product offers & boost sagging sales; however, short-lived effects don't build long-run _________ ___________. |
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| dramatize, brand preference |
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| Public relations can reach many prospects who ________ salespeople & advertisements. A relatively new addition is the infomercial, a hybrid between ____________ and _________ _________. |
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| avoid, advertising, public relations |
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| Promotional tools vary in their effects at different stages of buyer readiness. Advertising plays a major role in the ___________ and ___________ stages. |
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| Closing the sale is accomplished primarily with sales _______ and sales __________. These are high-costs and should focus on later stages. |
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| Product Life-Cycle Stage: effects of promotion tools also vary with stages of the product life cycle: _________, _________, ___________, ___________. |
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| introduction, growth, maturity, decline |
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| The first step an advertising program is to set advertising ___________ based on information about the target ________, positioning, and marketing mix. |
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| If your property or service is __________ with the claims made, you will probably do little more than increase the number of dissatisfied guests. |
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| Another decision is how much will be spent for _______ and how much for tactical advertising. Tactical advertising deals with sales promotions and often includes _______ _________. |
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| strategic, price discounts |
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| When times are tough, there is a tendency to _____ the advertising budget, which can lead to continued poor ______ and the eventual decline of the business. |
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| To gain & hold attention, today's ad messages must be better planned: more ________, _________, and __________ to consumers. |
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| imaginative, entertaining, rewarding |
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| The advertiser must decide the amount of advertisement exposure: _______ measures percentage of people exposed to the ad campaign and _________ measures how many times the average person is exposed to the message. |
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| The advertiser must decide how to schedule advertising over the course of a year. _________ means scheduling ads evenly in a given period while __________ is scheduling ads in bursts. |
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| To spend a large advertising budget wisely, advertisers must: define their advertising ___________, develop a sound _________, create a good ___________, make _________ decisions, _____________ the results. |
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| objectives, budget, message, media, evaluate |
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