Ch. 17 Flashcards
integrated marketing communications
represents the promotion dimension of the four p’s; encompasses a variety of communication disciplines- general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media-in combination to provide clarity, consistency, and maximum communicative impact
sender
the firm from which an IMC message originates; the sender must be clearly identified to the intended audience
transmitter
an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency
encoding
the process of converting the senders ideas into a message, which could be verbal, visual, or both
communication channel
the medium-print, broadcast, the internet- that carries the message
receiver
the person who reads, hears, or sees and processes the info contained in the message or advertisement
decoding
the process by which the receiver interprets the senders message
noise
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
feedback loop
allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
AIDA Model
a common model of the series of mental stages through which consumers move as a result of marketing communications: awareness leads to interest, which leads to desire, which leads to action
brand awareness
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 firms comm to consumers
aided recall
occurs when consumers recognize a name that has been presented to them
top-of-mind-awareness
a prominent place in peoples memories that triggers a response without them having to put any thought into it
lagged effect
a delayed response to a marketing communication campaign
advertising
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
public relations
the organizational function that manages 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 maintaing positive relationships with the media
sales promotions
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
personal selling
the two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision
direct marketing
sales and promotional techniques that deliver promotional materials individually
mobile marketing
marketing through phones
objective-and-task method
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
rule-of-thumb method
budgeting methods that base the IMC budget on either the firms share of the market in relation to competition, a fixed % of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted
frequency
measure of how often the audience is exposed to a communication within a specified period of time
reach
measure of consumers exposure to marketing communications; the % of the target population exposed to a specific marketing communication, such as an advertisement, at least once
gross rating points
measure used for various media advertising GRP=reach*frequency
search engine marketing
a type of web advertising whereby companies pay for keywords that are used to catch consumers attention while browsing a search engine
impressions
the number of times an advertisement appears in front of the user
click-through rate
the number of times a user clicks on an online ad divided by the number of impressions
relevance
in the context of search engine marketing (SEM), it is a metric used to determine how useful an advertisement is to the consumer
return on investment (ROI)
the amount of profit divided by the value of the investment. in the case of an advertisement, the ROI is (the sales revenue generated by the ad - the ad’s cost) / the ad’s cost
