Chapter 1 Flashcards
recognizes needs for companies to connect with consumers based on trust, transparency, and authenticity
Relationship Era
development that meets needs of current generation without compromising ability of future generations to meet their needs
Sustainability
coordination of all seller-initiated efforts to set up channels of information and persuasion and sell goods and services or promote an idea
Promotion
tools that accomplish an organization’s communication objectives
Promotional Mix
any paid form of non-personal communication
Advertising
done on a nationwide basis or in most regions of the country
National Advertising
shop at a specific store, use local service, patronize a particular establishment
Retail/Local Advertising
stimulates demand for general product class or entire industry
Primary-Demand
creates demand for specific company’s brands
Selective-Demand
targets individuals who buy or influence purchase of industrial goods or services for their companies
Business-to-Business Advertising
targets professionals, encouraging them to use a company’s product in their business operations
Professional Advertising
targets marketing channel members, encouraging them to stock, promote, and resell manufacturer’s branded products to their customers
Trade Advertising
communication directly with target customers to generate a response and/or transaction
Direct Marketing
allow users to participate in and modify the form and content of information they receive in real time
Interactive Media
online means of communication and interactions used to create, share, and exchange content
Social Media
messages delivered are specific to consumer’s location or consumption situation
Mobile Marketing
marketing activities that provide extra value or incentives to the sales force, distributors, and ultimate consumer
Sales Promotion
non-personal communications regarding an organization, product, service or idea not directly paid for or run under identified sponsorship
Publicity
evaluates public attitudes, identifies policies and procedures of an individual or organization with the public interest, goal is to establish and maintain positive image among various publics
Public Relations
person-to-person communication in which seller attempts to assist and/or persuade prospective buyers to purchase a company’s product or act on an idea
Personal Selling
every opportunity customer has to see or hear about a company and/or its brands or have an encounter or experience with it
Touch Point
channels marketers to pay leverage (TV, radio, print)
Paid Media
channels of marketing communication that a company controls (websites, blogs, apps, social media)
Owned Media
exposure for a company (free, viral marketing)
Earned Media
determine what is to be accomplished by overall marketing program in terms of sales, market share, or profitability
Marketing Objectives
determine what the firm seeks to accomplish with its promotional program
Communication Objective
assesses relevant areas involving the product/service offspring and the firm itself
Internal Analysis
assesses characteristics of firm’s customers, market segments, positioning strategies, and competitors through customer analysis, competitive analysis, and environmental analysis
External Analysis
determining the basic appeal and message to be conveyed to target audience
Creative Strategy
determining which communication channels to use to deliver the message
Media Strategy
assesses characteristics of firm’s customers, market segments, positioning strategies, and competitors, through customer, competitive, and environmental analysis
External Analysis
involves deciding role and importance of each promotional-mix element
Developing the IMC Program
involves analyzing receivers response processes, established communication goals and objectives
Analysis of Communication Process
set tentative marketing communications budget
Budget Determination
