Intro Flashcards

1
Q

This is the optimal combination and coordination of the promotional mix elements designed to provide clarity, consistency, and maximum communications impact

A

Integrated Marketing Communications (IMC)

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2
Q

The structured and composed non-personal communication of information
Usually paid for
Usually persuasive in nature

A

Advertising

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3
Q

Pull strategy

A

To induce consumers to try the brand and to suggest re-use

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4
Q

Push strategy

A

To stimulate the distribution of a brand

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5
Q

4 reasons you would want to slow demand

A

Bad behaviors (smoking, texting/drinkingwhile driving)
New iterations of iPhone
Competitor/competitive analysis
Exclusivity of brands

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6
Q

Product parity

A

Companies can copy each other quickly and compete by price, consumers are not brand loyal (toothpaste)

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7
Q

Sound bite decision making

A

Too much to take in, process things at a surface level
Deal with inundation of information (advertising)
Consistency allows you to process more information

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8
Q

When companies can copy each other quickly and compete by price, customers are not brand loyal

A

Product parity

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9
Q

When there is too much to take in, process things at a surface level, deal with inundation of information (advertising)

A

Sound bite decision making

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10
Q

Communication source

A

Party who formulates an idea

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11
Q

Communication encoding

A

Translates the idea into a message

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12
Q

Message

A

Idea to be sent

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13
Q

Communication Channel

A

Medium or set of media carrying message

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14
Q

Party who formulates an idea (communication)

A

Source

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15
Q

Translates the idea into a message (communication)

A

Encoding

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16
Q

Idea to be sent (communication)

17
Q

Medium or set of media carrying message (communication)

18
Q

Source examples

A

Company or organization

Spokesperson

19
Q

Example of personal channel

A

Personal selling

20
Q

Example of non personal channel

A
Television
Newspaper
Magazines
Radio
Billboards
21
Q

Marketing communication receiver

22
Q

Marketing communication decoding

A

Consumers’ interpretation of an advertisement

Depends on aspects of consumer behavior (attitudes, perceptions, personality)

23
Q

Noise

A

Hundreds of advertisements consumers encounter

24
Q

Marketing communication feedback

A

Acknowledgement of received message
Redeemed coupons, increase in in store traffic, banner ad clicks, etc
Importance of direct response mechanisms or tracking mechanisms

25
Three types of memory encoding models
Replacement model Accumulation model Judgement model
26
Marketing communications messages will not be processed if (4)
They are not recognizable They are not related to each other They conflict with what has already been stored They are unrelated or unimportant to the person