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Marketing Exam #3 > Chapter 13 > Flashcards

Chapter 13 Flashcards

1
Q

Integrated Marketing Communication

A

A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

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2
Q

Multichannel Promotion Strategy

A

A marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities

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3
Q

Communication Model

A

The process whereby meaning is transferred from a source to a receiver

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4
Q

Source

A

An organization or individual that sends a message

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5
Q

Encoding

A

The process of translating an idea into a form of communication that will convey meaning

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6
Q

Message

A

The communication in physical form that goes from a sender to a receiver

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7
Q

Medium

A

A communication vehicle through which a message is transmitted to a target audience

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8
Q

Receiver

A

The organization or individual that intercepts and interprets the message

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9
Q

Decoding

A

The process by which a receiver assigns meaning to the message

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10
Q

Noise

A

Anything that interferes with effective communication

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11
Q

Feedback

A

Receivers’ reactions to the message

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12
Q

Promotion Mix

A

The total set of all products a firm offers for sale

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13
Q

Mass Communication

A

Relates to TV, radio, magazines, and newspapers

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14
Q

Hierarchy of Effects

A

A series of steps prospective customers move through, from initial awareness of a product to brand loyalty

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15
Q

Top Down Budgeting Techniques

A

Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication

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16
Q

Percentage of Sales Method

A

A method for promotion budgeting that is based on a certain percentage of either last year’s sales or estimates of the present year’s sales

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17
Q

Competitive Parity Method

A

A promotion budgeting method in which an organization matches whatever competitors are spending

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18
Q

Bottom Up Budgeting Techniques

A

Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them

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19
Q

Objective Task Method

A

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 promotion efforts it will take to meet these goals

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20
Q

Push Strategy

A

The company tries to move its products through the channel by convincing channel members to offer them

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21
Q

Pull Strategy

A

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

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22
Q

Advertising

A

Nonpersonal communication from an identified sponsor using the mass media

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23
Q

Advertising Campaign

A

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

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24
Q

User Generated Content Ads (Consumer Generated Content)

A

Marketing content and activities created by consumers and users of a brand such as advertisements, online reviews, blogs, social media, input to new product development or serving as wholesalers or retailers. online reviews, blogs, and social media

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25
Q

Creative Strategy

A

The process that turns a concept into an advertisement

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26
Q

Unique Selling Proposition

A

An advertising appeal that focuses on one clear reason why a particular product is superior

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27
Q

Reminder Advertising

A

Advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary

28
Q

Execution Format

A

The basic structure of the message, such as comparison, demonstration, testimonial, slice of life, and lifestyle

29
Q

Comparative Advertising

A

Advertising that compares one brand with a second named brand

30
Q

Slice of Life Advertising

A

A slice-of-life ad presents a (dramatized) scene from everyday life

31
Q

Lifestyle Advertising

A

Lifestyle ads show a person(s), attractive to the target market, in an appealing setting with the advertised product as “part of the scene,” implying that the person who buys it will attain the lifestyle

32
Q

Testimonial Advertising

A

See PPT.

33
Q

Tonality

A

The mood or attitude the message conveys (straightforward, humor, dramatic, romantic, sexy, and apprehension/fear)

34
Q

Fear Appeals

A

Advertisements that highlight the negative consequences of not using a product by either focusing on physical harm or social disapproval

35
Q

Pretesting

A

A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

36
Q

Media Planning

A

The process of developing media objectives, strategies, and tactics for use in an advertising campaign

37
Q

Unaided Recall

A

A research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand

38
Q

Aided Recall

A

A research technique that uses clues to prompt answers from people about advertisements they might have seen

39
Q

Branded Entertainment (Product Placement)

A

A form of advertising in which marketers integrate products into entertainment venues

40
Q

Digital Media

A

Media that are digital rather than analog, including websites, mobile or cellular phones, and digital video, such as YouTube

41
Q

Owned Media

A

Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by an advertiser

42
Q

Paid Media

A

Internet media, such as display ads, sponsorships, and paid key word searches, that are paid for by an advertiser

43
Q

Earned Media

A

Word-of-mouth or buzz using social media where the advertiser has no control

44
Q

Banners

A

Internet advertising in the form of rectangular graphics at the top or bottom of web pages

45
Q

Pop Up Ad

A

An advertisement that appears on the screen while a web page loads or after it has loaded

46
Q

Spam

A

The use of electronic media to send unsolicited messages in bulk

47
Q

Search Engines

A

Internet programs that search for documents with specified key words

48
Q

Search Engine Marketing

A

Search marketing strategy in which marketers pay for ads or better positioning

49
Q

Sponsored Search Ads

A

Paid ads that appear at the top or beside the Internet search engine results

50
Q

Mobile Advertising

A

A form of advertising that is communicated to the consumer via a handset

51
Q

Text Message Advertising

A

Delivering ads to consumers as mobile phone text messages

52
Q

Media Schedule

A

The plan that specifies the exact media to use and when to use it

53
Q

Reach

A

The percentage of the target market that will be exposed to the media vehicle

54
Q

Frequency

A

The average number of times a person in the target group will be exposed to the message

55
Q

Gross Rating Points (GRPs)

A

A measure used for comparing the effectiveness of different media vehicles: average reach × frequency

56
Q

Cost Per Thousands (CPM)

A

A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes

57
Q

Sales Promotion

A

Programs designed to build interest in or encourage purchase of a product during a specified period

58
Q

Rebates

A

Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer

59
Q

Frequency Programs

A

Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs

60
Q

Premiums

A

Items offered free to people who have purchased a product

61
Q

Product Sampling

A

Distributing free trial-size versions of a product to consumers

62
Q

Trade Sales Promotion

A

Promotions that focus on members of the “trade,” which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products

63
Q

Merchandising Allowances

A

Reimburses the retailer for in-store support of the product

64
Q

Point of Purchase Displays

A

In-store displays and signs

65
Q

Push Monkey

A

A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

Marketing Exam #3 (5 decks)

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