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Definition
Interactive system of marketing.
Uses one or more advertising media to effect a measurable response and/or transaction at any location |
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| Tools by which direct marketers implement the communication process |
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| DIRECT RESPONSE ADVERTISING |
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Definition
| Sales response for the offered product is solicited, through the one- or two-step approach |
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| Supports other forms of advertising |
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| Direct, personal presentation, and sales in consumers’ homes |
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| Evaluates the relative effectiveness of an ad based on the number of calls generated |
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| Determines the dollar value associated with a long-term relationship with a customer |
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| ADVANTAGES OF DIRECT MARKETING |
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Definition
Selective reach
Segmentation capabilities
Frequency
Testing
Timing
Personalization
Costs
Measures of effectiveness |
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| DISADVANTAGES OF DIRECT MARKETING |
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Definition
Image factors
Accuracy
Content support
Rising costs
Do Not Contact lists |
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Definition
Create awareness or recognition
Used to seek entry into contests and sweepstakes
Fulfill direct-marketing objectives |
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| Ads that appear when certain sites are accessed |
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| Ads that appear underneath the webpage and become visible only when user leaves the site |
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| Ads that appear on screen while waiting for a site’s content to download |
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| SEARCH ENGINE OPTIMIZATION |
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Definition
| Improving the volume of traffic to a site by a search engine through unpaid results |
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| Platforms for networks or social relations |
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| Multifaceted version of the internet |
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| WEBSITES, SOCIAL MEDIA, OTHER FORMS OF DIGITAL MEDIA |
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Stimulates trial
Improves one-on-one relationships between customers and sellers
Increases the opportunity for cross-selling and customer retention |
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| INTERNET MARKETING ADVANAGES |
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Definition
Target marketing
Message tailoring
Interactive capabilities
Information access
Sales potential
Creativity
Exposure
Speed
Complement to IMC |
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| DISADVANTAGES OF INTERNET MARKETING |
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Definition
Measurement problems
Clutter
Potential for deception
Lack of privacy
Irritation |
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Definition
Direct inducement that offers an extra value or incentive for the product to:
Sales force
Distributors
Ultimate consumer
Primary objective is to create an immediate sale |
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| Giving some quantity of a product for no charge to induce trial |
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| Most widely used, and most effective sales promotion tool |
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| Offering a product or service either free or at a low price |
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| Consumers compete for prizes or money on the basis of skills or ability |
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| Winners are determined purely by chance; does not require a proof of purchase |
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| Offers by the manufacturer to return a portion of the product purchase price |
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Links a company or brand to an event or where a themed activity is developed
Creates experiences for consumers for promoting a product or service |
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| FREE STANDING INSERTS FSI |
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Definition
| Advertising booklet that contains consumer packaged goods coupon offers delivered with newspapers |
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| Redeemable for the next purchase of the same brand |
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| Forum where manufacturers can display their products to current and prospective buyers |
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Definition
Evaluates public attitudes
Identifies the policies and procedures of an organization with the public interest
Executes a program of action to earn public understanding and acceptance |
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| THE ROLE OF PR--TRADITIONAL |
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Definition
Maintain mutually beneficial relationships between the organization and its publics
Act as a management communications function |
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Definition
Work together with the marketing department
Contribute to the IMC process in a way that is consistent with marketing goals |
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| MARKETING PUBLIC RELATIONS |
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Definition
| Public relations activities designed to support marketing objectives |
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| FUNCTIONS OF MARKETING PUBLIC RELATIONS |
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Definition
Building marketplace excitement before media advertising breaks
Improving ROI
Creating advertising news where there is no product news
Introducing a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials
Defending products at risk and giving consumers a reason to buy |
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Definition
DEFINE PROBLEM
PLAN A PROGRAM
TAKE ACTION AND COMMUNICATE
EVALUATE THE PROGRAM |
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Definition
Credibility
Cost
Avoidance of clutter
Lead generation
Ability to reach specific groups
Image building |
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Definition
Potential for incomplete communication process
Lack of connection between receiver and sender
Lack of coordination with marketing unit
Erratic, redundant communications |
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Definition
Determines what has been achieved
Provides a way to measure the achievements quantitatively
Provides a way to judge the quality of the achievements and activities |
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Definition
Generation of news about a person, product, or service that appears in broadcast or print media
Differs from public relations by:
Being a short-term strategy
Not always being positive
Not always being controlled or paid by the organization |
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Definition
Substantial credibility
News value
Significant word-of-mouth
Perception of media endorsement |
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| DISADVANTAGES OF PUBLICITY |
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Definition
Lack of control
Timing
Accuracy |
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Definition
Designed to promote the firm overall by:
Enhancing its image
Assuming a position on a social cause
Seeking direct involvement in something |
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Term
| OBJECTIVES OF CORPORATE AVERTISING |
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Definition
Creating a positive image for the firm
Getting across the firm’s views on social, business, and environmental issues
Boosting employee morale and smoothing labor relations |
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Definition
| Sponsoring specific events or causes as part of a marketing strategy |
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Definition
| Promotes the organization’s overall image |
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| Spreading ideas and explaining controversial social issues of public importance |
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| Linking with nonprofit organizations as contributing sponsors |
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| MEASURING ADVERTISING EFFECTIVENESS |
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Definition
ATTITUDE SURVEYS
STUDIES RELATING CORPORATE ADVERTISING AND STOCK PRICES
FOCUS GROUP RESEARCH |
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Term
| Positioning Advertising Copy Testing (PACT |
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Definition
Improves the research used in preparing and testing ads by:
Providing a better creative product for clients
Controlling the cost of TV commercials |
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Term
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Definition
Voluntary internal regulation practiced and promoted within an industry
Creative review board examines the content of an ad and its potential to offend or mislead
Employ lawyers to review ads for potential legal problems
Ensure messages are consistent with a firm’s image
Have standards regarding the type of advertising they will produce
Require clients to provide verification or support for claims made
Protect themselves from legal and ethical risks through agency-client contracts |
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| Better Business Bureau (BBB) |
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Definition
| Promotes fair advertising and selling practices across industries at the local level |
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Term
| Advertising Self-Regulatory Council (ASRC) |
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Definition
Earlier known as the National Advertising Review Council (NARC)
Mission - To sustain high standards of truth and accuracy in national advertising
Advertising Accountability Program - Regulates online behavioral advertising (OBA) across the Internet |
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| National Advertising Division of the Council of Better Business Bureaus (NAD) |
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Definition
Examines product performance, superiority, scientific and technical claims
Has lawyers to scrutinize all types of media to find misleading advertisements
Helps various industries to develop effective self-regulatory programs |
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| Federal Trade Commission (FTC): |
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Definition
| Regulates advertising at the federal level and determines whether it is truthful or deceptive |
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| Federal Trade Commission Act (FTC Act): |
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Definition
| Enforces antitrust laws to restrain unfair methods of competition |
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Definition
| Empowered the FTC to act if there was evidence of injury to the public |
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| Praising the item to be sold with exaggerations stating no specific facts |
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| Practices that mislead the consumer acting reasonably in the circumstances to his/her detriment |
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Definition
Guilty advertisers should run additional advertising to remedy the deception or misinformation
Criticism - Infringes on First Amendment rights of freedom of speech |
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Term
| The Federal Communications Commission FCC |
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Definition
Regulates broadcast communication
Enforces laws governing the airing of offensive and profane material
Involves in issues affecting the area of publicity and public relations |
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| The Food and Drug Administration FDA |
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Definition
Has authority over the labeling, packaging, branding, ingredient listing, and advertising of:
Packaged foods
Drug products
Cosmetics
Has power to seize products on charges of false and misleading advertising |
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Term
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Definition
Prohibits any false description or representation
To win a false advertising lawsuit containing a comparative claim, one must prove that:
False statements have been made about the advertiser’s or one’s product
Ads deceived or had the tendency to deceive a substantial segment of the audience
Deception was material or meaningful and can influence purchase decisions
Falsely advertised products or services are sold in interstate commerce
One will incur loss of sales or of goodwill as a result of the false statements |
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| Regulation of Sales Promotion |
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Definition
Contests and sweepstakes - Marketers must ensure that:
Contest or sweepstake cannot be classified as lottery
Full disclosure of the promotion is made
Online promotions comply with:
Online-data-privacy laws
Can Spam Act
Children’s Online Privacy Protection Act
Various sites’ guidelines
Premium
Marketers should list its value as the price at which the merchandise is sold
Children’s Advertising Review Unit - Provides voluntary guidelines for the use of premium offers for children
Trade allowances
Should follow the stipulations of the Robinson-Patman Act
Prohibits price discrimination |
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| Children’s Online Privacy Protection Act |
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Definition
| COPPA): Restricts collecting information from children via the Internet |
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Definition
Moral principles and values that govern the actions and decisions of an individual or group
Marketing or promotion action may be legal but not ethical
Marketers must base their decisions on ethical considerations |
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Definition
| Using nudity, sexual suggestiveness, or other startling images to get consumers’ attention |
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| Consumer socialization process |
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Definition
| Acquiring skills needed to function in the marketplace |
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Definition
| Preoccupation with material things rather than intellectual or spiritual concerns |
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| Stresses on hard work, individual effort, and initiative |
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Definition
| Forrester works with business and technology leaders to develop customer-obsessed strategies that drive growth. |
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Term
| FEDERAL COMMUNICATIONS COMMISION |
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Definition
| interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories. |
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| FOOD AND DRUG ADMINISTRATION |
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Definition
| PROTECTS AND PROMOTES HEALTH |
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Term
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Definition
| campaigns, press releases, interviews, speeches, social media content, brand awareness activities. |
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Term
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Definition
event sponsorship
Arrange a speech or talk
Make an analysis or prediction
Conduct a poll or survey
Issue a report
Take a stand on a controversial subject
Arrange for a testimonial
Announce an appointment
Invent then present an award
Stage a debate
Organize a tour of your business or projects
Issue a commendation |
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Term
| difference between PR and advertising |
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Definition
| Advertising is any message put up in any medium, and paid for by a known entity. PR was usually understood to be free publicity by goodwill, word of mouth, hype or media buzz. Nowadays, that does exist, but there is also paid PR space now sold in media |
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