Term
| Integrated marking communication (IMC) |
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Definition
| reperesents the promotion dimentsion of the four Ps; encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relation, direct marketing, and electronic media - in combination to provide clarity consistency, and maximum communicative impact |
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Definition
| the firm from which an IMC message originates; the sender must clearly identified to the intended audience |
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| an agent or intermediary with which the sender works to develop the marketing communications; for example a firms creative department or an advertising agency |
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| the process of coverting the senders ideas into a message which could be verbal, visual, or both |
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| the medium -print bradcast, the interne - that carries the message |
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| The person who reads, hears, or seees and processes the information contained in the massage or advertisement |
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| the process by which the receiver interprets the senders message |
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| Any interference that stems from competing messages, or a flaw in the medium; problem for all communication channels |
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| allows the receiver to comunicate with the sender and thereby informs the sender wheter the message was receive and decoded properly |
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| A common model od rhe series of mental stages through which consumers move as a result of marketing communication awereness leads to interest which lead to desire which leads to action |
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| Measures how many consumers in a market are familiar with the brand and what is stands for created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firms communication to consumers |
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| occurs when consumers recognize a name that has been presented to them |
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| a prominent place in peoples memories that triggers a response without them having to put ant thought into it |
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| a delated response to a marketing communication campaign |
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| a paid form of communication from a identifiable source delivered through a communication channel and designed to persuade the receiver to take some action, now or in the future |
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Definition
| The person who reads, hears, or seees and processes the information contained in the massage or advertisement |
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| the process by which the receiver interprets the senders message |
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| Any interference that stems from competing messages, or a flaw in the medium; problem for all communication channels |
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Definition
| allows the receiver to comunicate with the sender and thereby informs the sender wheter the message was receive and decoded properly |
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Definition
| A common model od rhe series of mental stages through which consumers move as a result of marketing communication awereness leads to interest which lead to desire which leads to action |
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Definition
| the organizational function that manages the firms communications to achive a variety of objectives including building and maintaining a positibe image, handling or heading off unfavorable stories or events and maintaining positive relationships with the media |
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Definition
| special incentives or excitment-building programs that encourage the purchase of a product or service such as coupons rebates, contests, free samples, and point-of-purchase display |
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Definition
| the two way flow od communication between a buyer and a seller that is designed to influence the buyers purchase decision |
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| sales and promotional techinques that deliver promotional materials individually |
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| marketing through wireless handheld devices |
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| a web page that conatains periodic posts; corporate blogs |
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| media content used for social interaction sucj as youtube facebook and twitter |
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Term
| objective and task method |
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Definition
| and IMC budgeting method that determines the cost required to undertake specific tastks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs |
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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 other opertaion costs and forecasted sales have been budgeted |
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Definition
| measure of how often the audience is exposed to a communication within a specific period of time |
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Definition
| measure of consumers exposure to marketing communications; the percentage of the targer population exposed to a specific marketing communication, such as an advertisement, at least one |
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Term
| gross rating points (GRP) |
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Definition
| Measure used for various media advertising - print, radio, or television GRP = reach x frequency |
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Definition
| a type of web advertising whereby companies pay keywords that are used to catch consumers attentions while browsing a search engine |
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Definition
| the number of times an advertisement appears in front of the user |
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| click through rates (CTR) |
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Definition
| the number of times a user clicks on an online ad divided by the number of impressions |
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Definition
| in the context of search engine marketing (SEM) it is a metric used to determine how useful an advertisement is to the consumer |
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Definition
| the amount of profit divided by the value of the investment. in the case of an advertisemtn the ROI is (the sales revenue generated by the ad - the ad's cost) the ad's cost |
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Definition
| a paid form of communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take some action now or in the future |
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Definition
| a section of the firms overall marketing plan that explicitly outlines the objectives of the advertising campaighn, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful |
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| pull strategy designed to get consumers to pull the product into the supply chain by demanding it |
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Definition
| push strategy designed to increase demand by motivating sellers - wholesalers, distributors, or salespeople - to highlight the product, rather than the products of competitors, and thereby push the product onto consumers. |
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Definition
| communivation used to create and build brnad awereness with the ultimate goal of moving the consumer through the buying cycle to a purchase |
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| communication used to motivate consumers to take actions |
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| communication used to remind consumers of a product or to prompt repurchaseses especially for products that have gained market acceptance ad are in the muturity stage of ther life cycle |
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| product- forcused advertisement |
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Definition
| ussed to inform, persuade, or remind consumers about a specific product or service |
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| institional advertisement |
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Definition
| a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry |
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Term
| public serive advertising (PSA) |
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Definition
| advertising that focuses on public welfare and generally is sponsered by nonprofict institutions, civic groups, religious organization, trade association, or political groups; a form of social marketing |
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Definition
| the content distributed through online and mobile technologies to facilitate interpersonal interactions |
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Term
| unique selling proposition (USP) |
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Definition
| a strategy of differentiation a product by communication its unique attributes; often becomes the common theme or slogan in the entire advertising campaign |
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| used in a promotion to help consumers make purchase decision by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides |
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| aims to satisfy consumers emotional desires rather than their utilatatian needs |
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| the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience |
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| the combination of the media used and the frequenct of advertising in each medium |
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| the actual purchase of airtime or print pages |
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Definition
| channel that are ideal for reaching large numbers of annonymous audience member; include national newspapers, magazines, radio, and television |
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| channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interest |
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Definition
| the specification of the timing and durations of advertising |
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Definition
| runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising |
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| an advertising scheduele implemented in spurts, with periods of heavy advertising followed by periods of no advertising |
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Definition
| combines the continous and flighting schedueles by maintaining a base level of advertising intesity during certain periods |
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| assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do |
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| inlcudes monitoring key indicators, such as daily or weekly sales volume, which the advertisment is running to shed light on any prolems with the message or the medium |
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| the evaluation of an IMC campaign impact after it has been implemented |
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Definition
| the legal exaggeration of praise, stopping just short of deception, lavished on product |
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Definition
| the organizational function that manages the firms communications to achive a variety of objectibes including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media |
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Definition
| special incentives or excitment-building programs that encourage the purchase of a product or service, such as coupons, rebates, contest, free samples, and point of purchase display |
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Definition
| provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount |
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| an item offered for free or at a bargain price to reward some type of behavior such as buying, sampling, or testing |
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| a brand-sponsored competition that requires some for of skill or effort |
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| a form of sales promotion that offers prizes based on a chance drawing of entrants name |
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Definition
| offers potential customers the opportunity to try a product or service before they make a buying decision |
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| specifically designed to retain customers by offerering premium or other incentives to customers who make multiple purchases over time |
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| a merchandise display located at the point of purchase, such as at the checout counter in a grocery store |
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| a consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund |
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| inclusion of a product in nontraditional situations, such as in a scene in a movie or television program |
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| effort of two or more firms joining together to reach a specific target market |
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Definition
| the two-way of communication between a buyer and a seller that is designed to influence the buyers purchase decision |
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| A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties |
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| a list of potential customers |
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| the process of assesssing the potential of sales lead |
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| major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry |
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| a method of prospcting in which salespeople telephone or go to see potential customers without appointments |
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| a method od prospecting in which salespeople telephone potential customers |
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| in the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step the salesperson conducts additional research and develops plans for meeting with the customer |
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Definition
| a good techinique for practicing the sales presentation prior to meeting with a customer; the salesperson acts out a simulated buying situation while a colleague or maager acts as the buyer |
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| obtaining a commitment from the customer to make a purchase |
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| involes the planning direction, and control of personal selling activities including recruiting selection, training, motivating, compensating, and evaluating, as they apply to the sales force |
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| comprised of people who are employees of the selling company and are engaged in the selling process |
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| salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps |
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| manufacturers representative |
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Definition
| salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps |
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Definition
| salespeople who sell a manufacturers products on an extended contract basis but are not employees of the manufacturer; also known as munufacturers representatives or reps |
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| a salesperson whose primary reponsibilities are identifying potential customers and engaging those customers in discussion to attempt to make a sale |
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| a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products |
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| employees who enhance and help with a firms overall selling effort, such as by responding to the customer's tenical questions or facilitating repairs |
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| combination of sales specialist whose primary duties are order getting, order taking, or sales support but who work together to service important accounts |
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| compansation in the form of a ficed sum of money paid at regular intervals |
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| compasation or financial incentive for salespeople based on fixed percentage of their sales |
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| a payment made at managment's discration when the salesperson attains certain goasl; usually given only periodically, such as at the end of the year. |
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| a short-term incentive designed to elicit a specific response from sales force |
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| media content for social interaction such as youtibe, facebook, and twitter |
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| hip, cool contributors who sit at the cutting edge and plan to stay there. social media give them new ways to post and share their creative, clever ideas |
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| social butterflies who use social media to enhance and expand their relationships which they consider all-imporatint in their lives |
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| people who are constatantly on the go, busy, and want to appear efficient with everything together, so they use social media to demostrate just how smart they are |
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| a type of consumer that uses social media and wants to help by being constantly well informaed so that they con provide genuine insights to others |
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| a website created by a company and often used to educate customers |
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| website written by people who review and give recommendations on products and services |
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| websites written by people that receive no products or remunerations for their efforts |
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| differs from a traditional blog in size. consists of short sentences, short videos, or individual images. twitter is an example of microblog |
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| the process of building customer loyalty through the offering of free apps |
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| a technique that allows marketing to analyze data from social media sites to collect consumer comments about comapanies and their products |
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| a request for a file made by web browsers and search engines. hits are commonly misinterpreted as metric for websites success however the number of hits typically is much larger than the number of people visiting a website |
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| the number of times an internet page gets viewed by any visitor |
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| the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page |
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| shows how users proceed through the information on a website - not unlike how grocery stores try to track the way shoopers move through their aisles |
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| percentage of consumers who buy a product after viewing it |
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| an evaluation of what keywords people use to search on the internet for their products and services |
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| a metric used to determin to how many people a person influence (number of individuals in the persons social network such as facebook and linkin) |
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| in a social media context; the extend to which the person influences other ( how much do the people in a persons network read that persons content) |
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| in social media, it is the total number of people a person or entity reaches or has influence over |
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| refers to a branch of ethical study that examines ethical rules and principles whitin a commercial context, the various moral or ethical problem that might arise in a business setting and any special duties or obligations that apply to persons engaged in commerce |
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| refers to those ethical problems that are specific to the domain of marketing |
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| the set of values within a marketing firm, or in the marketing division of any firm, that guide decision making and behabior |
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| corporate social responsibility |
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Definition
| refers to the voluntary action taken by a company to address the ethic, social, and environmental impacts of its business operations and the concern of its stakeholders |
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| a persons ability to move normally in public spaces with the expectation that his or her location will not be recorded for subsequent use |
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| refers to the processes by which goods, services, capital people, information and ideas flow across national borders |
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| results when a country imports more goods than it exports |
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| occurs when a country has a higher level of exports than imports |
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| gross domestic products (GDP) |
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Definition
| defined as the market value of the goods and services produced by a country in a year; the most widely used standardized measure of output |
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| gross national income (GNI) |
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Definition
| consists of GDP plus the net income earned from investments abroad (minus any payment made to nonresidents who contribute to the domaestic economy) |
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| the basic facilities services, and installations needed for a community or society to function, such as transportations systems, water and power lines and public institution like schools, post offices, and prison |
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| a tax levied on a good imported into a country |
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| a tax levied on a good imported into a country |
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| designates the maximum quantity of a product that may be brought into a country during a specific time period |
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| producing goods in one country and selling them in another |
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| a contractual agreement between a franchisor and a franchisee that allows the franchisee to oporate a business using a name and format developed and supported by the franchisor |
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| a collaborative relationship between independent firms, thought the patnering firm s do not create and equity partnership; that is they do not invest in one another |
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| formed when a firm entering a new market pools its resources with those of a loval firm to form a new company in which ownership, control, and profit are shared |
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| when a firm maintains 100 percent ownership of its plants, operation facilities, and offices in foreign country, often through the formation of wholly owned subsidiaries |
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| the porcess of firms standardizing their products globally, but using different promotional campaigns to sell them |
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| when companies initially develop products for niche or underdeveloped markets, and then expands them into their original or home markers |
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