Chapter 16: Marketing Communications Flashcards
Promotion
Communication by marketers that informs, persuades, reminds, and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response.
Promotional strategy
A plan for the use of the elements of promotion: advertising, public relations, personal selling, sales promotion, direct-response communication, and social media.
Competitive advantage
The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.
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
The communication of 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
A medium of communication - such as a voice, radio, or newspaper - used for transmitting a message.
Noise
Anything that interferes with, distorts, or slows down the transmission of information.
Receivers
The people who decode a message.
Decoding
The interpretation of the language and symbols sent by the source through a channel.
Feedback
The receiver’s response to a message.
Promotional mix
The combination of promotional tools - including advertising, publicity, sales promotion, personal selling, direct-response communication, and social media - used to reach the target market and fulfill the organization’s overall goals.
Advertising
Impersonal, one-way mass communication about a product or an organization that is paid for by a marketer.
Public relations
The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Publicity
Public information about a company, a product, a service, or an issue appearing in the mass media as a news item.
Sales promotion
Marketing activities - other than personal selling, advertising, direct-response marketing, and public relations - that stimulate consumer buying and dealer effectiveness like coupons, contests, free samples, etc.
Personal selling
A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other.
Direct-response communication
Communication of a message directly from a marketing company and directly to an intended individual target audience.
Online marketing
Two-way communication of a message delivered through the Internet to the consumer.
Social media
A collection of online communication tools that facilitate conversations online; when used by marketers, social media tools encourage consumer empowerment.
Consumer-generated content
Any form of publicly available online content created by consumers; also referred to as user-generated content.
Paid media
A category of promotional tactic based on the traditional advertising model whereby a brand pays for advertising space.
Earned media
A category of promotional tactic based on a public relations model that gets customers talking about products or services.
Owned media
A category of promotional tactic based on brands becoming publishers of their own content to maximize the brands’ value to consumers.
Branded content
Creation of engaging bespoke content as a way to promote a particular brand that attracts and builds relationships with consumers.
AIDA concept
A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for Attention, Interest, Desire, and Action.
Integrated Marketing Communications (IMC)
The careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point where a company meets the consumer.
Push strategy
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.
Pull strategy
A marketing strategy that stimulates consumer demand to obtain product distribution.
