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Marketing 3000 Final > Chapter 18/19/20: Promotion > Flashcards

Chapter 18/19/20: Promotion Flashcards

1
Q

Promotion

A

The element of the marketing mix that is focused on communication; a means of communication between the seller and buyer

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2
Q

Communication

A

The process of conveying a message to others and that requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding

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3
Q

Source

A

A company or person who has information to convey during the communication process

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4
Q

Message

A

Information sent by a source to a receiver during the communication process

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5
Q

Receiver

A

Consumer who reads, hears, or sees the messsage

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6
Q

Channel of Communication

A

The means of conveying a message to a receiver during the communication process

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7
Q

Field of Experience

A

Mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process

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8
Q

Encoding

A

The process of having the sender transform an idea into a set of symbols during the communication process

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9
Q

Decoding

A

The process of having the receiver take a set of symbols, the message, and transform them back to an idea during the communication process

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10
Q

Feedback

A

Indicates whether a message was decoded and understood as intended during the communication process

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11
Q

Response

A

The impact the message had on the receiver’s knowledge, attitudes, or behaviors during the communication process

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12
Q

Noise

A

Extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process

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13
Q

What is the promotional mix used for?

A

Inform, Persuade, Remind

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14
Q

Inform

A

Develop initial demand

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15
Q

Persuade

A

Increase demand

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16
Q

Remind

A

Reinforce previous promotional activity

17
Q

Public Relations

A

Seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services

18
Q

Publicity

A

Nonpersonal, indirectly paid presentation of an organization, product, or service

19
Q

Sales Promotion

A

Short-term inducement of value offered to arouse interest in buying a product or service

20
Q

Trade-Oriented Sales Promotion

A

Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers

21
Q

Consumer-Oriented Sales Promotion

A

Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers

22
Q

What are examples of Consumer-Oriented Sales Promotion?

A
  • Coupons
  • Refunds or Rebates
  • Sampling
  • Deal
  • Bonus Pack
  • Sweepstakes
  • Contests
  • Loyalty Programs
  • Product Payment
  • Point of Purchase Displays
23
Q

Social (vs. Traditional) Media

A
  • Ability to reach both large and niche audiences - Expense and access
  • Training and number of people involved
  • Time to delivery
  • Permanence (to remain unchanged)
  • Credibility and social authority
24
Q

Social Commerce

A

Using social media (notably Facebook, Instagram, Twitter, Pinterest) to browse and buy online without going to a company’s website to conduct business

25
Q

Social Shopping

A

Use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts

26
Q

Guerrilla Marketing

A

Unconventional, innovative, and low-cost techniques to attract consumers’ attention

27
Q

Interactive Marketing

A

Two-way promotional messages transmitted through communication channels, Induce message recipients to participate actively in the promotional effort

28
Q

Sponsorships

A

Relationship in which an organization provides money or in-kind resources to an event or activity in exchange for a direct association with that event or activity

29
Q

Influencer Marketing

A

Focusing on the identification and recruitment of influencers to advocate a company’s products, services, and brands rather than focusing exclusively on prospective buyers

30
Q

Viral Marketing

A

Encourages individuals to forward marketer- initiated messages to others via e-mail, social networking websites, and blogs

31
Q

Integrated Marketing Communications (IMC)

A

Looks at promotion through the consumers’ eyes, begins with consumers’ wants and needs and then works in reverse to link promotion along with the other three marketing mix variables

Marketing 3000 Final (6 decks)

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