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MKTG 3010 > Chapter 14 > Flashcards

Chapter 14 Flashcards

1
Q

promotion

A

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response

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2
Q

promotional strategy

A

a plan for the optimal use of the promotional mix elements: advertising, public relations, personal selling, and sales promotion

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3
Q

competitive advantage

A

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

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4
Q

communication

A

the process by which we exchange or share meanings through a common set of symbols

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5
Q

interpersonal communication

A

direct, face to face communication between two or more people

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6
Q

mass communication

A

involves communicating a concept or message to large audiences

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7
Q

sender

A

the originator of the message in the communication process

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8
Q

encoding

A

the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs

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9
Q

channel

A

communication medium

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10
Q

noise

A

anything that interferes with, distorts, or slows down the transmission of information

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11
Q

receivers

A

customers

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12
Q

decoding

A

the interpretation of the language and symbols sent by the source through a channel

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13
Q

feedback

A

the receivers response to a message

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14
Q

corporate blogs

A

blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees

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15
Q

non-corporate blogs

A

independent blogs that are not associated with the marketing efforts of the company or brand

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16
Q

promotional mix

A

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

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17
Q

informational promotion

A

increase awareness

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18
Q

persuasive promotion

A

encouraging brand switching

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19
Q

reminder promotion

A

reminding consumers that the product may be needed in the near future

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20
Q

public relations

A

the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in

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21
Q

personal selling

A

a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other

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22
Q

sales promotion

A

consists of all marketing activities other than personal selling, advertising, and public relations

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23
Q

promotional mix

A

advertising, public relations, sales promotion, personal selling

24
Q

AIDA concept

A

attention
interest
desire
action

25
Q

integrated marketing communications(IMC)

A

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

26
Q

product life cycle promotion

A

intro - heavy advertising gain awarenes
growth - less advertising differentiation
maturity - less advertising reminding
decline - almost none

27
Q

pull strategy

A

a marketing strategy that stimulates consumer demands to obtain distributions

28
Q

push strategy

A

strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

29
Q

advertising

A

impersonal, one way mass communication about a product or organization that is paid for by a marketer

30
Q

advertising response function

A

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

31
Q

institutional advertising

A

a form of advertising designed to enhance a company’s image rather than promote a particular product

32
Q

product advertising

A

a form of advertising that touts the benefits of a specific good or service

33
Q

advocacy advertising

A

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

34
Q

pioneering advertising

A

a form of advertising designed to stimulate primary demand for a new product or product category

35
Q

competitive advertising

A

a form of advertising designed to influence demand for a specific brand

36
Q

comparative advertising

A

directly or indirectly compares two or more competing brands on one or more specific attributes

37
Q

advertising campaign

A

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

38
Q

advertising objective

A

a specific communication task that a campaign should accomplish for a specified target audience during a specified period

39
Q

advertising appeal

A

a reason for a person to buy a product

40
Q

unique selling proposition

A

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

41
Q

medium

A

the channel used to convey a message to a target market

42
Q

media planning

A

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

43
Q

cooperative advertising

A

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand

44
Q

infomercial

A

a 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch

45
Q

advergaming

A

placing advertising messages in Web based or video games to advertise or promote a product, service, organization, or issue

46
Q

media mix

A

the combination of media to be used for a promotional campaign

47
Q

cost per contact

A

the cost of reaching one member of the target market

48
Q

reach

A

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

49
Q

frequency

A

the number of times an individual is exposed to a given message during a specific period

50
Q

audience selectivity

A

the ability of an advertising medium to reach a precisely defined market

51
Q

media schedule

A

designation of the media, the specific publications or programs, and the insertion dates of advertising

52
Q

continuous media schedule

A

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

53
Q

flighted media schedule

A

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

54
Q

pulsing media schedule

A

a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

55
Q

seasonal media schedule

A

a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

MKTG 3010 (32 decks)

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