Chapter 13 Flashcards
Integrated Marketing Communication
A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences
Multichannel Promotion Strategy
A marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities
Communication Model
The process whereby meaning is transferred from a source to a receiver
Source
An organization or individual that sends a message
Encoding
The process of translating an idea into a form of communication that will convey meaning
Message
The communication in physical form that goes from a sender to a receiver
Medium
A communication vehicle through which a message is transmitted to a target audience
Receiver
The organization or individual that intercepts and interprets the message
Decoding
The process by which a receiver assigns meaning to the message
Noise
Anything that interferes with effective communication
Feedback
Receivers’ reactions to the message
Promotion Mix
The total set of all products a firm offers for sale
Mass Communication
Relates to TV, radio, magazines, and newspapers
Hierarchy of Effects
A series of steps prospective customers move through, from initial awareness of a product to brand loyalty
Top Down Budgeting Techniques
Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication
Percentage of Sales Method
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
Competitive Parity Method
A promotion budgeting method in which an organization matches whatever competitors are spending
Bottom Up Budgeting Techniques
Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them
Objective Task Method
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
Push Strategy
The company tries to move its products through the channel by convincing channel members to offer them
Pull Strategy
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
Advertising
Nonpersonal communication from an identified sponsor using the mass media
Advertising Campaign
A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
User Generated Content Ads (Consumer Generated Content)
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
Creative Strategy
The process that turns a concept into an advertisement
Unique Selling Proposition
An advertising appeal that focuses on one clear reason why a particular product is superior
Reminder Advertising
Advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary
Execution Format
The basic structure of the message, such as comparison, demonstration, testimonial, slice of life, and lifestyle
Comparative Advertising
Advertising that compares one brand with a second named brand
Slice of Life Advertising
A slice-of-life ad presents a (dramatized) scene from everyday life
Lifestyle Advertising
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
Testimonial Advertising
See PPT.
Tonality
The mood or attitude the message conveys (straightforward, humor, dramatic, romantic, sexy, and apprehension/fear)
Fear Appeals
Advertisements that highlight the negative consequences of not using a product by either focusing on physical harm or social disapproval
Pretesting
A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
Media Planning
The process of developing media objectives, strategies, and tactics for use in an advertising campaign
Unaided Recall
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
Aided Recall
A research technique that uses clues to prompt answers from people about advertisements they might have seen
Branded Entertainment (Product Placement)
A form of advertising in which marketers integrate products into entertainment venues
Digital Media
Media that are digital rather than analog, including websites, mobile or cellular phones, and digital video, such as YouTube
Owned Media
Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by an advertiser
Paid Media
Internet media, such as display ads, sponsorships, and paid key word searches, that are paid for by an advertiser
Earned Media
Word-of-mouth or buzz using social media where the advertiser has no control
Banners
Internet advertising in the form of rectangular graphics at the top or bottom of web pages
Pop Up Ad
An advertisement that appears on the screen while a web page loads or after it has loaded
Spam
The use of electronic media to send unsolicited messages in bulk
Search Engines
Internet programs that search for documents with specified key words
Search Engine Marketing
Search marketing strategy in which marketers pay for ads or better positioning
Sponsored Search Ads
Paid ads that appear at the top or beside the Internet search engine results
Mobile Advertising
A form of advertising that is communicated to the consumer via a handset
Text Message Advertising
Delivering ads to consumers as mobile phone text messages
Media Schedule
The plan that specifies the exact media to use and when to use it
Reach
The percentage of the target market that will be exposed to the media vehicle
Frequency
The average number of times a person in the target group will be exposed to the message
Gross Rating Points (GRPs)
A measure used for comparing the effectiveness of different media vehicles: average reach × frequency
Cost Per Thousands (CPM)
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
Sales Promotion
Programs designed to build interest in or encourage purchase of a product during a specified period
Rebates
Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer
Frequency Programs
Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs
Premiums
Items offered free to people who have purchased a product
Product Sampling
Distributing free trial-size versions of a product to consumers
Trade Sales Promotion
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
Merchandising Allowances
Reimburses the retailer for in-store support of the product
Point of Purchase Displays
In-store displays and signs
Push Monkey
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
