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ADM 2320 > Chapter 14 > Flashcards

Chapter 14 Flashcards

1
Q

Integrated Marketing Communications (IMC)

A

Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines

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2
Q

Sender

A

The firm from which an IMC message originates; the sender must be clearly identified to the intended audience

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3
Q

Deceptive Advertising

A

A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances

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4
Q

Transmitter

A

An agent or intermediary with which the sender works to develop the marketing communications

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5
Q

Encoding

A

The process of converting the sender’s ideas into a message

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6
Q

Communication Channel

A

The medium that carries the message

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7
Q

Receiver

A

The person who processes the information contained in the message

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8
Q

Decoding

A

The receiver interprets the sender’s message

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9
Q

Noise

A

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels

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10
Q

Feedback Loop

A

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly

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11
Q

Objective-and-task method

A

An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives

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12
Q

Competitive Parity Method

A

A method of determining a communications budget in which the firm’s share of the communication expenses is in line with its market share

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13
Q

Percentage-of-sales method

A

A method of determining a communications budget that is based on a fixed percentage of forecasted sales

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14
Q

Affordable Method

A

A method of determining a communications budget based on what is left over after other operating costs have been covered

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15
Q

Unique Selling Proposition (USP)

A

A strategy of differentiating a product by communicating its unique attributes

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16
Q

Rational Appeal

A

Helps consumers make purchase decisions by offering factual information and strong arguments that encourage consumers to evaluate the brand on the basis of benefits it provides

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17
Q

Emotional Appeal

A

Aims tp satisfy consumer’s emotional desires rather than their needs

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18
Q

Media Planning

A

The process of evaluating and selecting the media mix that will deliver a clear, consistent, competing message to the intended audience

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19
Q

Media Mix

A

The combination of the media used and the frequency of advertising in each medium

20
Q

Media Buy

A

The purchase of airtime or print pages

21
Q

Mass Media

A

Channels that are ideal for reaching large numbers of anonymous audience members

22
Q

Niche Media

A

Channels that are used to reach narrow segments

23
Q

Advertising Schedule

A

Specifies the timing and duration of advertising

24
Q

Continuous Advertising Schedule

A

Runs steadily throughout the year and is suited to products/services that are consumed continually

25
Q

Flighting Advertising Schedule

A

Implemented in spurts, with periods of heavy advertising followed by periods of no advertising

26
Q

Pulsing Advertising Schedule

A

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

27
Q

Pretesting

A

Assessments performed before an ad campaign is implemented to ensure that the various elements are working in a integrated fashion and doing what they are intended to do

28
Q

Tracking

A

Includes monitoring key indicators, such as daily, or weekly sales volume, while the advertisement is running to shed light on any problems with the message or medium

29
Q

Post-testing

A

The evaluation of an IMC campaign’s impact after it has been implemented

30
Q

Frequency

A

Measure of how often the target audience is exposed to a communication within a specified period of time

31
Q

Reach

A

Measure of consumers’ exposure to marketing communications

32
Q

Gross Rating Points (GRP)

A

Measure used for various media advertising

33
Q

Gross Rating Points (GRP) Formula

A

= Reach x Frequency

34
Q

Click-through tracking

A

Measures how many times users click on banner advertising on websites

35
Q

Search Engine Marketing (SEM)

A

Uses tools such as Google to increase the visibility of websites in search engine results

36
Q

Impressions

A

The number of times an ad appears to a user

37
Q

Click-though rate (CTR)

A

The number of times a user clicks on an ad divided by the number of impressions

38
Q

Return on Investment (ROI)

A

Used to measure the benefit of an investment

= gain of investment/cost

39
Q

Advertising

A

A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action

40
Q

Personal Selling

A

The two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision

41
Q

Sales promotions

A

Special incentives that encourage the purchase of product/service

42
Q

Direct Marketing

A

Communicates directly with target customers to generate a response or transaction

43
Q

Direct Mail/Email

A

A targeted form of communication distributed to a prospective customer’s inbox

44
Q

Direct Response TV (DRTV)

A

TV commercials with strong call to action

45
Q

Public Relations (PR)

A

The organizational function that manages the firm’s communications to achieve a variety of objectives and maintaining positive relationships with the media

46
Q

Cause-related Marketing

A

Commercial activity in which businesses and charities form partnership to make an image, product/service for their mutual benefit; a type of promotional campaign

47
Q

Event Sponsorship

A

Popular PR tool, when corporations support various activities

ADM 2320 (16 decks)

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