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Promotions
MGKT 360 - Promotion
30
Marketing
Undergraduate 4
12/12/2009

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Cards

Term
Promotion
Definition
The coordination of a marketer’s communication efforts to influence attitudes or behavior
Term
Integrated marketing communication (IMC)
Definition
A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.
Term
Communication model
Definition
The process whereby meaning is transferred from a source to a receiver.
Term
Encoding
Definition
The process of translation an idea into a form of communication that will convey meaning.
Term
Source
Definition
An organization or individual that sends a message.
Term
Message
Definition
The communication in physical form that goes from a sender to a receiver
Term
Medium
Definition
A communication vehicle through which a message is transmitted to a target audience.
Term
Receive
Definition
The organization or individual that intercepts and interprets the message.
Term
Decoding
Definition
The process by which a receiver assigns meaning to the message.
Term
Noise
Definition
Anything that interferes with effective communication.
Term
Feedback
Definition
Receivers’ reactions to the message
Term
Promotion mix
Definition
The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing.
Term
Word of mouth (WOM)
Definition
When consumers provide information about products to other consumers.
Term
Word of mouth marketing
Definition
Giving people a reason to talk about your products and making it easier for that conversation to take place.
Term
Buzz marketing
Definition
Using high-profile entertainment or news to get people to talk about your brand.
Term
Viral marketing
Definition
Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail.
Term
Buzz
Definition
Word of mouth communication that customers view as authentic.
Term
Guerrilla marketing
Definition
Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity.
Term
Experiential marketing
Definition
Marketing activities that attempt to give customers an opportunity to actually interact with brands, thus enabling them to make more intelligent and informed purchase decisions.
Term
Consumer-generated media (CGM)
Definition
The on-line consumer-generated comments, opinions, and product-related stories available to other consumers through digital technology.
Term
Database marketing
Definition
The creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service and whose responses to promotional efforts become part of future communication attempts.
Term
Hierarchy of effects
Definition
A series of steps prospective customers move through, from initial awareness of a product to brand loyalty.
Term
Top-down budgeting techniques
Definition
Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication.
Term
Percentage-of-sales method
Definition
A method for promotion budgeting that is based on a certain percentage of either last year’s sales or on estimates for the present year’s sales.
Term
Competitive-parity method
Definition
A promotion budgeting method in which an organization matches whatever competitors are spending.
Term
Bottom-up budgeting techniques
Definition
Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them.
Term
Objective-task method
Definition
A promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotional efforts it will take to meet these goals.
Term
Push strategy
Definition
The company tries to move its products through the channel by convincing channel members to offer them.
Term
Pull strategy
Definition
The company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items.
Term
AIDA model
Definition
The communication goals of attention, interest, desire, and action.
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