CHAPTER 14 Flashcards
(41 cards)
Social Communication Model
An approach to communication based on interactive social media and conversational communication styles.
Core Message
The single most important idea an advertiser hopes to convey to the target audience about its products or the company.
Communication Mix
A blend of communication vehicles—advertising, direct response marketing, personal selling, sales promotion, social media, and public relations—that a company uses to reach current and potential customers.
Inbound Marketing
Strategy that attracts customers by offering value-added information related to the subjects they are already engaged in and the products that already interest them.
Content Marketing
The tactic of offering helpful, value-added content to potential customers.
Integrated Marketing Communications (IMC)
A strategy of coordinating and integrating communication and promotion efforts with customers to ensure greater efficiency and effectiveness.
Advertising
The delivery of announcements and promotional messages
via time or space purchased in various media.
Advertising Appeal
A creative tactic designed to capture the audience’s attention and promote preference for the product or company being advertised.
Advertising Media
Communication channels that companies use to reach target audiences.
Product Placement
The paid display or use of products in television shows, movies, and video games.
Direct Response Marketing
Direct communication with potential customers other than personal sales contacts designed to stimulate a measurable response; also known as direct marketing.
Personal Selling
One-on-one interaction between a salesperson and a prospective buyer.
Consultative Selling
An approach in which a salesperson acts as a consultant and adviser to help customers find the best solutions to their personal or business needs.
Prospecting
The process of finding and qualifying potential customers.
Closing
The point at which a sale is completed.
Sales Promotion
A wide range of events and activities designed to promote a brand or stimulate interest in a product.
Experiential Marketing
Special events that emphasize fun, discovery, or community involvement.
Rebates
Partial reimbursements of price, offered as a purchase incentive.
Point-Of-Purchase (POP) Display
Advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions.
Trade Promotions
Sales promotion efforts aimed at inducing distributors or retailers to push a producer’s products.
Trade Allowances
Discounts or other financial considerations offered by producers to wholesalers and retailers.
Word of Mouth
Communication among custom- ers and other parties, transmitting information about companies and products through online or offline personal conversations.
Conversation Marketing
An approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties.
Brand Communities
Formal or informal groups of peo- ple united by their interest in and ownership of particular products.
