chapter 15 Flashcards
nonpersonal communication
elements of the promotional mix other than personal sales, such as advertising, public relations.
could be known as marketing communications or advertising and sales
jargon
any specialized language of a group that is used to improve the efficiency of communication among members of the group.
direct response request
reader surveys, questionnaires, etc. are all forms of customer feedback. However, this requires active interest by the customer in providing feedback
noise
distortion or inaccuracies in messages–interrupts message
selective exposure, attention, and retention
different behaviors associated with message perception. There is a degree of subjectivity; based often on the repetitiveness or attentiveness of the receiver
selective exposure
actual media to which the receiver may be exposed.
ex: McDonalds plays commercials during saturday morning kid shows
selective attention
protective method receivers use to prevent overload. only useful information is seen
selective retention
measurement of the “storage function” the quantity or poriton of a message retained and the time sapn over which it is recalled
media buy
the cost of airing or placing the advertisment
public stakeholders
those public entities that have a vested interest in the financial performance and/or social responsibility of the firm.
ex: financial retirement holdings on a stock of a firm
guerrilla marketing
the use of attention getting small events intended to get the company noticed
leave behind materials
items that sellers can give to customers following an in-person sales call
premium merchandise
something of limited but noticable value
fulfillment firm
specialize in timely response to customer inquiries
server logs
computer file that records every visotr to a website
product configurators
interactive program that lets the prospective customer choose from among product attribute alternatives to configure a product that the customer believes will best meet their needs
SEO
search engine optimization
involves designing the site so that search engines find the website and associate it with key words and phrases
b2b lead funnel
lead, marketing qualified, sales qualified, opportunity, customer/revenue
promotional mix (6)
advertising sales promotion public relations internet/digital direct marketing personal selling
what consists of digital marketing (5)
social media online directories PPC (pay per click ads) SEO email marketing
social media
progressively more important
sqpeak to specific audience
content!!
public relations
manage corporate brand–not a specific line
focus on:
- press conferences
- publicity
- crisis management
