Chapter 14 Flashcards
Integrated Marketing Communications (IMC)
Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines
Sender
The firm from which an IMC message originates; the sender must be clearly identified to the intended audience
Deceptive Advertising
A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances
Transmitter
An agent or intermediary with which the sender works to develop the marketing communications
Encoding
The process of converting the sender’s ideas into a message
Communication Channel
The medium that carries the message
Receiver
The person who processes the information contained in the message
Decoding
The receiver interprets the sender’s message
Noise
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
Feedback Loop
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
Objective-and-task method
An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives
Competitive Parity Method
A method of determining a communications budget in which the firm’s share of the communication expenses is in line with its market share
Percentage-of-sales method
A method of determining a communications budget that is based on a fixed percentage of forecasted sales
Affordable Method
A method of determining a communications budget based on what is left over after other operating costs have been covered
Unique Selling Proposition (USP)
A strategy of differentiating a product by communicating its unique attributes
Rational Appeal
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
Emotional Appeal
Aims tp satisfy consumer’s emotional desires rather than their needs
Media Planning
The process of evaluating and selecting the media mix that will deliver a clear, consistent, competing message to the intended audience
Media Mix
The combination of the media used and the frequency of advertising in each medium
Media Buy
The purchase of airtime or print pages
Mass Media
Channels that are ideal for reaching large numbers of anonymous audience members
Niche Media
Channels that are used to reach narrow segments
Advertising Schedule
Specifies the timing and duration of advertising
Continuous Advertising Schedule
Runs steadily throughout the year and is suited to products/services that are consumed continually
Flighting Advertising Schedule
Implemented in spurts, with periods of heavy advertising followed by periods of no advertising
Pulsing Advertising Schedule
Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods
Pretesting
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
Tracking
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
Post-testing
The evaluation of an IMC campaign’s impact after it has been implemented
Frequency
Measure of how often the target audience is exposed to a communication within a specified period of time
Reach
Measure of consumers’ exposure to marketing communications
Gross Rating Points (GRP)
Measure used for various media advertising
Gross Rating Points (GRP) Formula
= Reach x Frequency
Click-through tracking
Measures how many times users click on banner advertising on websites
Search Engine Marketing (SEM)
Uses tools such as Google to increase the visibility of websites in search engine results
Impressions
The number of times an ad appears to a user
Click-though rate (CTR)
The number of times a user clicks on an ad divided by the number of impressions
Return on Investment (ROI)
Used to measure the benefit of an investment
= gain of investment/cost
Advertising
A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action
Personal Selling
The two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision
Sales promotions
Special incentives that encourage the purchase of product/service
Direct Marketing
Communicates directly with target customers to generate a response or transaction
Direct Mail/Email
A targeted form of communication distributed to a prospective customer’s inbox
Direct Response TV (DRTV)
TV commercials with strong call to action
Public Relations (PR)
The organizational function that manages the firm’s communications to achieve a variety of objectives and maintaining positive relationships with the media
Cause-related Marketing
Commercial activity in which businesses and charities form partnership to make an image, product/service for their mutual benefit; a type of promotional campaign
Event Sponsorship
Popular PR tool, when corporations support various activities
