Domain 8: Communicate the Value Offering Flashcards
Any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue. The aim of this is to increase awareness, create interest, generate sales or create brand loyalty.
Promotion
Describes a blend of promotional variables chosen by marketers to help a firm reach its goals. While elements of this differ, typically included are the following: advertising, personal selling, sales promotion, public relations or publicity, direct marketing, corporate image, sponsorship, guerilla marketing, product placement.
Promotional mix
Information about a firm’s products and services carried by a third party in an indirect way. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine articles, TVs and radio presentations, charitable contributions, speeches, issue advertising, seminars.
Public relations (PR)
The process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation, often in a face-to-face manner or by telephone. Examples include sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.
Personal selling
A series of advertisements using various marketing tools that share the same message and ideas to promote a business or event to a target audience. The typical campaign uses different media resources including internet, newspapers, television, radio, and print advertising.
Promotional campaign
The promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and fostering brand advocacy.
Internal marketing
Attention, Interest, Desire, and Action. Widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision. Given that many consumers become aware of brands via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communications message engages and involves consumers in brand choice. In essence, the AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption).
AIDA model
The marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing
Refers to external marketing efforts that involve a paid placement, including PPC advertising, branded content, and display ads. It is an essential component of revenue growth and brand awareness for online businesses.
Paid media
The cost or expense incurred for each potential customer who views the advertisement(s).
Cost per impression (CPI)
Refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s).
Cost per mille (CPM) AKA cost per thousand
Also known as pay-per-click (PPC), this is a method websites use to bill based on the number of times a visitor clicks on an advertisement.
Cost per click
Communication channels that are within one’s control, such as websites, blogs, or email.
Owned media
Cannot be bought or owned; it can only be gained organically, when content receives recognition and a following through communication channels such as social media and word of mouth.
Earned media
Advertising through digital mediums.
Digital advertising
Advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of this is to deliver general advertisements and brand messages to site visitors.
Display ads
A rectangular graphic display that stretches across the top, bottom or sides of a website.
Banner ad
Web pages displayed before or after an expected content page, often to display advertisements or confirm the user’s age (prior to showing age-restricted material).
Interstitials
Also known as remarketing, this is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit.
Retargeting
A method of placing online advertisements on web pages that show results from search engine queries.
Search advertising
Also social media targeting, is a group of terms that are used to describe forms of online advertising that focus on social networking services. One of the major benefits of this type of advertising is that advertisers can take advantage of the users’ demographic information and target their ads appropriately.
Social network advertising
Combines current targeting options (such as geotargeting, behavioral targeting, socio-psychographic targeting, etc.), to make detailed target group identification possible. With this type of targeting, advertisements are distributed to users based on information gathered from target group profiles.
Social media targeting
A type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform’s editorial staff. The word “native” refers to this coherence of the content with the other media that appears on the platform.
Native ads
A precursor to native advertising. Instead of embedded marketing’s technique of placing the product within the content, in native marketing the product and content are merged.
Product placement (embedded marketing)
Net impression
a reasonable consumer’s understanding of an ad.
The section of a website accessed by clicking a hyperlink on another web page, typically the website’s home page.
Landing page
An individual web page or a small cluster of pages which are meant to function as a discrete entity within an existing website or to complement an offline activity.
Microsites
A regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.
Blog
The process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.
Search engine optimization (SEO)
The use of wireless handheld devices, such as cellular phones and laptops, to conduct commercial transactions online.
M-commerce (mobile commerce)
A discipline that uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix – the product, price, promotion, or place (geo targeting).
Geomarketing (also called marketing geography)
A mobile application created by a company to promote its brand.
Branded mobile apps
An online site or community that has user-centric content and interactive features (such as personal blogs, discussion boards, and chat rooms) and that gives users a chance to connect with one or more groups of friends, colleagues, etc., facilitating sharing of content, news, and information among them. Examples of social networks include Facebook, Twitter, LinkedIn, and Pinterest.
Social networks
