Exam 3 Flashcards
a medium of communication—such as a voice, radio, or newspaper—for transmitting a message
Channel
the combination of promotional tools—including advertising, public relations, personal selling, sales promotion, and social media—used to reach the target
market and fulfill the organization’s overall goals
Promotional Mix
anything that interferes with, distorts, or slows down the transmission of information
Noise
the careful coordination of all promotional
messages for a product or a service to ensure the consistency of messages at every point at
which a company has contact with the consumer
Integrated Marketing Communications
(IMC)
the conversion of a sender’s ideas and thoughts into a message, usually in the form of words or signs
Encoding
the channel used to convey a message to a target market
Medium
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
Reach
the number of times an individual is exposed to a given message during a specific period
Frequency
the cost associated with a consumer clicking on a display or banner ad
Cost per Click
a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for
another product, on the Internet, or at special events
Product Placement
a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers
Trade allowance
a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying
Point of Purchase (POP)
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
Social Commerce
websites that allow individuals to connect—or network—with friends, peers, and business associates
Social Networking Sites
using consumers to develop and market products
Crowdsourcing
