Chapter 14 Flashcards
promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response
promotional strategy
a plan for the optimal use of the promotional mix elements: advertising, public relations, personal selling, and sales promotion
competitive advantage
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
communication
the process by which we exchange or share meanings through a common set of symbols
interpersonal communication
direct, face to face communication between two or more people
mass communication
involves communicating a concept or message to large audiences
sender
the originator of the message in the communication process
encoding
the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs
channel
communication medium
noise
anything that interferes with, distorts, or slows down the transmission of information
receivers
customers
decoding
the interpretation of the language and symbols sent by the source through a channel
feedback
the receivers response to a message
corporate blogs
blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees
non-corporate blogs
independent blogs that are not associated with the marketing efforts of the company or brand
promotional mix
the combination of promotional tools including advertising, public relations, personal selling, and sales promotion used to reach the target market and fulfill the organization’s overall goals
informational promotion
increase awareness
persuasive promotion
encouraging brand switching
reminder promotion
reminding consumers that the product may be needed in the near future
public relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in
personal selling
a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other
sales promotion
consists of all marketing activities other than personal selling, advertising, and public relations
promotional mix
advertising, public relations, sales promotion, personal selling
AIDA concept
attention
interest
desire
action
integrated marketing communications(IMC)
the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
product life cycle promotion
intro - heavy advertising gain awarenes
growth - less advertising differentiation
maturity - less advertising reminding
decline - almost none
pull strategy
a marketing strategy that stimulates consumer demands to obtain distributions
push strategy
strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
advertising
impersonal, one way mass communication about a product or organization that is paid for by a marketer
advertising response function
a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
institutional advertising
a form of advertising designed to enhance a company’s image rather than promote a particular product
product advertising
a form of advertising that touts the benefits of a specific good or service
advocacy advertising
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
pioneering advertising
a form of advertising designed to stimulate primary demand for a new product or product category
competitive advertising
a form of advertising designed to influence demand for a specific brand
comparative advertising
directly or indirectly compares two or more competing brands on one or more specific attributes
advertising campaign
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
advertising objective
a specific communication task that a campaign should accomplish for a specified target audience during a specified period
advertising appeal
a reason for a person to buy a product
unique selling proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
medium
the channel used to convey a message to a target market
media planning
the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
cooperative advertising
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand
infomercial
a 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch
advergaming
placing advertising messages in Web based or video games to advertise or promote a product, service, organization, or issue
media mix
the combination of media to be used for a promotional campaign
cost per contact
the cost of reaching one member of the target market
reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
frequency
the number of times an individual is exposed to a given message during a specific period
audience selectivity
the ability of an advertising medium to reach a precisely defined market
media schedule
designation of the media, the specific publications or programs, and the insertion dates of advertising
continuous media schedule
a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle
flighted media schedule
a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
pulsing media schedule
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
