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107 Cards in this Set
- Front
- Back
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Integrated Marketing Communications (IMC)
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Represents the promotion dimension of the 4 P's; encompasses a variety of communication disciplines in combination to provide clarity, consistency, and max communicative impact
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Sender
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The firm from which an IMC message originates; the sender must be clearly identified to the intended audience
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Transmitter
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An agent or intermediary with which the sender words to develop the marketing communications; for example, a firm's creative department or an ad agency
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Encoding
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The process of converting the sender's ideas into a message, which could be verbal, visual, or both
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Communication Channel
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The medium--print, broadcast, the internet--that carries the message
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Receiver
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The person who reads, hears, or sees and processes the information contained in the message or advertisement
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Decoding
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The process by which the receiver interprets the sender's message
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Noise
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Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels
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Feedback Loop
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Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
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AIDA Model
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A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which Leads to Desire, which leads to Action
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Brand Awareness
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Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firm's communications to consumers
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Aided Recall
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Occurs when consumers recognize a name (e.g of a brand) that has been presented to them
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Top-of-the-mind awareness
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A prominent place in people's memories that triggers a response without them having to put any thought into it
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Lagged Effect
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A delayed response to a marketing communication campaign
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Advertising
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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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Personal Selling
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The 2-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision
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Sales Promotions
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Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point of purchase displays
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Direct Marketing
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Sales and promotional techniques that deliver promotional materials individually to potential customers
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M-Commerce (Mobile Commerce)
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Communicating with or selling to consumers through wireless handled devices such as cell phones
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Public Relations
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The organizational function that messages the firm's communications to achieve a variety of objectives 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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Blog
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A web page that contains periodic posts; corporate blogs are a new form of marketing communications
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Social Shopping
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The use of the internet to communicate about product preferences with other shoppers
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Objective-and-Task Method
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An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs
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Rule-of-Thumb Method
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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 operating costs and forecasted sales have been budgeted
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Competitive Parity
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A firm's strategy of setting prices that are similar to those of major competitors
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Percentage of Sales
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A method of setting an IMC budget based on a fixed percentage of forecasted sales
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Affordable Budgeting
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A method of setting an IMC budget in which the firm first forecasts their sales and expenses, excluding IMC. The difference between the forecast sales and expenses plus desired profit is reserved for the IMC budget
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Frequency
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Measure of how often the audience is exposed to a communication within a specified period of time
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Reach
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Measure of consumers' exposure to to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as advertisement, at least once
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Gross Rating Points (GRP)
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Measure used for various media advertising--print, radio, or tv; GRP=reach*frequency
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Web Tracking Software
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Used to assess how much time viewers spend on particular Web pages and the number of pages they view
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Click Through Tracking
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A way to assess how much time viewers click on a banner advertising on Web sites
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Online Couponing
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A promotional Web technique in which consumers print a coupon directly from a site and then redeem the coupon in a store
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Online Referring
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A promotional Web technique in which consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest
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Search Engine Marketing
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A tool that allows firms to show up in searches based on the keywords potential customer use
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Click-Through Rate (CTR)
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An online measure of reach. CTR equals the number of times a potential customer clicks on an ad divided by the number of impressions
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Impressions
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The number of times an online ad appears in front of a user
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Relevance
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Describes how useful an ad message is to a consumer doing an Internet search
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Advertising Plan
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A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful
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Pull Strategy
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Designed to get consumers to pull the product into the supply chain by demanding it
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Push Strategy
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Designed to increase demand by motivating sellers--wholesalers, distributors, or sales people--to highlight the product, rather than the products of competitors, and thereby push the product onto consumers
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Informative Advertising
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Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
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Persuasive Advertising
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Communication used to motivate consumers to take action
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Reminder Advertising
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Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
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Product-Focused Advertisements
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Used to inform, persuade, or remind consumers about a specific product or service
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Institutional Advertisements
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Used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation
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Primary Demand Advertising
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Ads designed to generate demand for the product category or an entire industry
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Public Service Advertising (PSA)
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Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of marketing
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Social Marketing
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The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment
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Selective Demand
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Demand for a specific brand
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Unique Selling Proposition (USP)
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A strategy of differentiation a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign
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Informational Appeal
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Used in a promotion to help consumers make purchase decisions 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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Emotional Appeal
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Aims to satisfy consumers' emotional desires rather than than their utilitarian needs
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Media Planning
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The process of evaluating and selecting the media mix that will deliver a clear, compelling message to the intended audience
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Media Mix
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The combination of the media used and the frequency of advertising in each medium
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Media Buy
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The actual purchase of airtime or print pages
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Mass Media
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Channels that are ideal for reaching large numbers of anonymous audience members; include nat'l newspapers, magazines, radio and tv
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Niche Media
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Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests
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Viral Marketing
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A campaign that facilitates and encourages people to pass along a marketing message
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Advertising Schedule
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The specification of the timing and duration of advertising
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Continuous Advertising Schedule
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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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Flighting Advertising Schedule
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An advertising schedule implemented in spurts, with heavy advertising followed by periods of no advertising
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Pulsing Advertising Schedule
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Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods
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Headline
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In an advertisement, large type designed to draw attention
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Body Copy
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The main text portion of an ad
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Background
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In an advertisement, the backdrop, which is usually a single color
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Foreground
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In an advertisement, everything that appears on top of the background
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Branding
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In an advertisement, the portion that identifies the sponsor of the ad
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Pretesting
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Assessments performed before an ad campaign; is implemented to ensure the various elements are working in an integrated fashion and doing what they are intended to do
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Tracking
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Includes monitoring key indicators, such as weekly sales volume, while the advertisement is running to shed light on any problem with the message or the medium
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Posttesting
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The evaluation of an IMC campaign's impact after it has been implemented
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Lift
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Additional sales caused by advertising
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Puffery
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The legal exaggeration of praise, stopping just short of deception, lavished on a product
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Cause-Related Marketing
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Commercial activity in which businesses and charities form a partnership to a market, an image, a product, or a service for their mutual benefit; a type of promotional campaign
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Event Sponsorship
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Popular PR tool; occurs when corporations support various activities (financially or otherwise) usually cultural or sports entertainment sectors
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Sales Promotions
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Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays
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Coupon
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Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount
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Deal
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A type of short-term price reduction that can take several forms, such as a "featured price," a price lower than the regular price; a "buy one, get one" offer; or a certain percentage "more free" offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms
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Premium
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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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Contest
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A brand-sponsored competition that requires sine firm of skill or effort
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Sweepstakes
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A form of sales promotion that offers prizes based on a chance drawing of entrants' names
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Sampling
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Offers potential customers the opportunity to try a product or service before they make a buying decision
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Loyalty Program
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Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time
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Point-of-Purchase (POP) Display
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A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store
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Rebate
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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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Product Placement
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Inclusion of a product in nontraditional situations, such as in a scene in a movie or tv program
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Cross-Promoting
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Efforts of two or more firms joining together to reach a specific target market
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Relationship Selling
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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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Leads
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A list of potential customers
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Qualify
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The process of assessing the potential of sales leads
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Trade Shows
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Major events attended by buyers who choose to be exposed to products and service offered by potential suppliers in an industry
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Cold Calls
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A method of prospecting in which sales people telephone or go to see potential customers without appointments
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Telemarketing
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A method of prospecting in which sales people telephone potential customers
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Preapproach
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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 sales person conducts additional research and develops plans for meeting with the customer
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Role Playing
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A good technique for proacticing the sales presentation prior to meeting with a customer; the sales person acts out a simulated buying situation while a colleague or manager acts as the buyer
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Closing the Sale
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Obtaining a commitment from the customer to make a purchase
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Commission
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Compensation or financial incentive for sales people based on a fixed percentage of their sales
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Sales Management
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Involves the planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force
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Company 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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Independent Agents
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Sales people who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps
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Order Getter
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A sales person whose primary responsibilities are identifying potential customers and engaging those customers and engaging those customers in discussions to attempt to make a sale
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Order Taker
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A sales person whose primary responsibility is to process routine orders or reorders or rebuys for products
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Sales Support Personnel
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Employees who enhance and help with a firm's overall selling effort such as by responding to the customer's technical questions or facilitating repairs
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Selling Teams
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Combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts
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Salary
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Compensation in the form of a fixed sum of money paid at regular intervals
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Bonus
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A payment made at management's discretion when the sales person attains certain goals; usually given only periodically, such as at the end of the year
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Sales Contest
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A short-term incentive designed to elicit a specific response from the sales force
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