Chapter 6 Definitions Flashcards
The means by which firms attempt to inform, persuade and remind consumers - directly or indirectly - about the brands they sell.
Marketing Communications
TV, radio, magazines, and newspapers
Traditional Advertising Media
Online and interactive modes of communication available to brand managers to reach consumers and vice versa.
New Media Environment
Information processing model of communications:
What are the six steps required in order for a person to be persuaded by any form of communication?
- Exposure
- Attention
- Comprehension
- Yielding
- Intentions
- Behaviour
What are the four major marketing communication options?
- Advertising and Promotion
- Interactive marketing
- Events and Experiences
- Mobile Marketing
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Advertising
What the ad attempts to convey about the brand
Message Strategy
The way the ad expresses the brand claims
Creative Strategy
Elaborates on a specific product-related attribute or benefit
Informational Creative Strategy
Portrays a specific non-product-related benefit or image
Transformational Creative Strategy
Used in an ad to attract attention and raise viewer involvement (i.e.: cute babies, sex appeals, fear appeals)
Borrowed Interest Devices
Exposing a sample of consumers to candidate ads in order to gauge their reaction.
Copy Testing
Using mail, telephone or internet communications to solicit a response from specific consumers or prospects.
Direct Response
Combining data analytics with strategic messages and compelling colors and designs in communications with potential customers.
Precision Marketing
Managing a computerized relational database, in real time, of comprehensive, up-to-date, relevant data on customers and prospective customers in order to develop repeat business relationships that benefit both the customer and the business.
Database Marketing
A broad category of advertising that captures advertising outside traditional media.
Place Advertising, or out-of-home advertising.
Short-term incentives to encourage trial or usage of a product or service.
Sales Promotions
Includes all forms of traditional advertising media, including TV and print.
Paid Media
Media channels the brand controls to some extent, i.e. websites, emails, social media, etc.
Owned Media
When consumers themselves communicate about the brand via social media, word-of-mouth, etc.
Earned Media
Public sponsorship of an event or activities related to sports, art, entertainment or social causes
Event Marketing
An approach to measuring the effects of sponsorship activities that focuses on potential exposure to the brand by assessing the extent of media coverage
Supply-Side Method
An approach to measuring the effects of sponsorship activities that focuses on reported exposure from consumers.
Demand-Side Method
Communicating to potential customers through their smart phones and other portable devices.
Mobile Marketing
Taking advantage of digital technology to send messages to consumers based on their location and the activities they are engaging in.
Geotargeting
When users agree to allow advertisers to use specific, individualized information about time, location, and shopping preferences in order to send them targeted ads and promotions.
Opt-in advertising
Non-personal communications such as press releases, media interviews, press conferences, feature articles, newsletters, photographs, films and tapes, designed to promote or protect a company’s image or its individual products.
Publicity
Includes annual reports, fund-raising and membership drives, lobbying, special event management, and public affairs, designed to promote or protect a company’s image or its individual products
Public Relations
Attempting to create or enhance consumer word-of-mouth.
Buzz Marketing
Choosing the best set options and managing the relationship between them.
Integrated Marketing Communications (IMC)
The manner by which the brand is identified in a tv or radio ad or displayed within a print ad, intended to cause the consumer to pay more attention to the brand itself and strengthen the brand association created by the ad.
Brand Signatures
Visual or verbal information uniquely identified with an ad that is evident when consumers are making a product or service decision.
Ad Retrieval Cues
Reinforcing the message/content of an ad in one media (i.e., a TV spot) in ads placed in other media (i.e., print or radio)
Media Interactions
