Term
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Definition
1. Awareness, 2. Interst/Engagement,
3. Desire, 4. Adoption |
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Term
| Human Communication Model |
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Definition
| Source-->Message-->Medium-->Reciever |
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Term
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Definition
| Comm between a producer to a consumer for the purpose of influencing and persuading attitudes and behaviors |
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Term
| Changes in Human Comm Model with Digital Media |
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Definition
| 1. Interest, 2. Awareness, 3. Desire, 4. Adoption |
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Term
|
Definition
| The information, using copy appeals (sex, fear, humor, etc) |
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Term
|
Definition
| Multiple Audiences- target segment, end users, stock holders, own sales force. |
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Term
|
Definition
| How you communicate: TV, radio, print. |
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Term
| Trends in Mass Media Advertising |
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Definition
| Going down, it's fragmented now. EX: different ads on different TV channels. |
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Term
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Definition
| Consumers now are more sophisticated, more skeptical about commercial messages and more demanding for information. |
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Term
|
Definition
| Outbound, traditional marketing. Mass Marketing/pushing your product on people |
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Term
|
Definition
| Internet, people find you and look you up. |
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Term
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Definition
| Shift away from mass marketing to smaller more focused advertising. Process of reaching target consumer is much more complex. |
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Term
| Digital Media Chart- Segmentation |
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Definition
| Now digital advertising is segmented, EX: radio advertising can be internet radio, tradtl radio, digital radio, mobile radio. |
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Term
| Globalization on Mkt Comms |
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Definition
| Need to create unified, consistent and integrated brand strategies while being sensitive to the particular needs of individual markets and cultures |
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