Term
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Definition
| The process by which meanings are exchanged or shared through a common set of symbols. |
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Term
| Traditional advertising model: |
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Definition
Impersonal
Numbers driven
Unquantifiable consumer behavior |
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Term
| Internet and social media advertising: |
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Definition
Personal
Direct communication
Feedback driven
Highly visible communication |
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Term
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Definition
Increase awareness
Explain how product works
Suggest new uses
Build company image |
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Term
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Definition
Encourage brand switching
Change customers’ perceptions of product attributes
Influence immediate buying decision
Persuade customers to call |
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Term
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Definition
Remind customers that product
may be needed
Remind customers where
to buy product
Maintain customer awareness |
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Term
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Definition
Form relationships through social media
Encourage transparent information exchange
Customers become brand advocates |
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Term
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Definition
A combination of promotion tools used to reach the target market and fulfill the organization's overall goals. The promotional mix includes:
Advertising
Public relations
Personal Selling
Sales promotion
Social media |
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Term
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Definition
| Most commonly distributed by traditional media, though increasingly through non-traditional media, such as Web sites, e-mail, blogs, and interactive video kiosks in malls and supermarkets. |
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Term
Traditional
Advertising Media |
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Definition
Television
Radio
Newspapers
Magazines
Pay-per-click advertising
Banner advertising
Direct mail
Billboards
Transit advertising |
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Term
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Definition
Web sites
E-mail
Blogs
Interactive video kiosks |
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Term
| Advertising: Advantages/Disadvantages |
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Definition
Advantages:
Reach large number
of people
Low cost per
contact
Can be micro-targeted
Disadvantages:
Total cost is high
National reach is expensive for small companies |
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Term
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Definition
| Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding. |
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Term
| The Function of Public Relations |
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Definition
Maintain a positive image
Educate the public about the company’s objectives
Introduce new products
Support the sales effort
Generate favorable publicity |
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Term
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Definition
| Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness. |
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Term
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Definition
| Planned presentation to one or more prospective buyers for the purpose of making a sale. |
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Term
Personal Selling: Traditional
Selling/Relationship
Selling |
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Definition
Traditional
Selling: Attempts to persuade the buyer into a specific point of view; creates a win-lose outcome.
Relationship
Selling: Long-term relationships; creates a win-win outcome. |
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Term
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Definition
| Promotion tools used to facilitate conversations among people online. |
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Term
| Communication Process and the Promotional Mix |
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Definition
Shift from one-way communication to customer-controlled, customized, many-to-many communication.
Consumer generated media
Paid media
Earned media
Owned Media |
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Term
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Definition
Attention
Interest
Desire
Action
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. |
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Term
| Integrated Marketing Communications |
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Definition
| The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. |
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Term
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Definition
Proliferation of thousands of media choices.
Fragmentation of the mass market.
Slash of advertising spending in favor of promotional techniques that generate immediate response. |
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Term
|
Definition
Trade-offs with funds available
Number of people in target market
Quality of communication needed
Relative costs of promotional elements |
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Term
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Definition
| The originator of the message in the communication process |
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Term
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Definition
| the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs |
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Term
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Definition
| a voice, radio, newspaper, computer, Smartphone, or other communication mediums |
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Term
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Definition
| anything that interferes with, distorts, or slows down the transmission of information |
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Term
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Definition
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Term
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Definition
| the interpretation of the language and symbols sent by the sources through a channel |
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Term
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Definition
| the receiver's response to a message |
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Term
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Definition
| (based on traditional brand model) a brand pays for media space; increasingly paid media comes in form of advertising on a website or pay-per-click on search engines |
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Term
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Definition
| (based on public relations of publicity model) the idea is to get people talking about the brand -- whether through media coverage or word of mouth, including search engine optimization (SEO) |
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Term
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Definition
| (new form of promotional tactics) brands are becoming publishers of their own content, include company website, social media (Facebook, Twitter, blogs, YouTube, etc.); controlled by brand but keeps customer based informed about brand |
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