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Marketing Chap 12
Real People, Real Choice 6E
| Question | Answer |
|---|---|
| Promotion | The coordination of a marketer’s communication efforts to influence attitudes of behavior |
| Integrated Marketing Communication (IMC) | A Strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences |
| Communication Model | The process whereby meaning is transferred from a source to a receiver |
| Encoding | The process of translating an idea into a form of communication that will convey meaning |
| Source | An organization or individual that sends a message |
| Message | The communication in physical form that goes from a sender to a receiver |
| Medium | A communication vehicle through which a message is transmitted to a target audience |
| Receiver | The organization or individual that intercepts and interprets the message |
| Decoding | The process by which a receiver assigns meaning to the message |
| Noise | Anything that interferes with effective communication |
| Feedback | Receivers’ reactions to the message |
| Promotion Mix | The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling and direct marketing |
| Advertising | Non-personal communication from an identified sponsor using the mass media |
| Sales Promotion | Incentives marketers design to build interest in or encourage purchase of a product during specified period |
| Public Relations | Describes a variety of communication activities that seek to create and maintain a positive image of an organization and its products among various publics, including customers, government officials and share holders |
| Personal Selling | Direct interaction between a company representative and a customer that can occur in person, by phone, or even over an interactive computer link |
| Buzz Marketing | Using high-profile entertainment or news to get people to talk about your brand |
| Word of Mouth (WOM) | When a consumer provide information about products to other consumers |
| Word of Mouth Marketing | Giving people a reason to talk about your products and making it easier for that conversation to take place |
| Viral Marketing | Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail |
| Buzz | Word of mouth communication that customers view as authentic |
| Guerrilla Marketing | Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity |
| Experiential Marketing | Marketing activities that attempt to give customers an opportunity to actually interact with brands, thus enabling them to make more intelligent and informed purchase decisions |
| Consumer Generated Media (GCM) | The on-line consumer-generated comments, opinions, and product-related stories available to other consumers through digital technology |
| Integrated Marketing Communication (IMC) | Approach where marketers plan and then execute marketing communication programs that create and maintain long-term relationship with customers by satisfying customer needs |
| Database Marketing | The creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service and whose responses to promotional efforts become part of future communication attempts |
| Hierarchy of Effects | A series of steps prospective customers move through, from initial awareness of a product to brand loyalty |
| Steps of Hierarchy of Effects | Awareness, knowledge, desire, purchase and loyalty |
| Top-down Budgeting Techniques | Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication |
| Percentage-of-sales Method | Method of promotion budgeting that is based on a certain percentage of either last year’s sales or on estimates for the present year’s sales |
| Competitive-parity Method | A promotion budgeting method in which an organization matches whatever competitors are spending |
| Bottom-up budgeting Techniques | Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them |
| Objective-task Method | A promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotional efforts it will take to meet theses goals |
| Push Strategy | The company tries to move its products through the channel by convincing channel members to offer them |
| Pull Strategy | The company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items |
| Introduction Phase | The objective is to build awareness of and encourage trial of the product among consumers, often relying on push strategy |
| Growth Phase | The objective is to start stressing product benefits |
| Maturity Phase | The objective is to encourage people to switch from competitors’ brands as sales stabilize |
| Decline Phase | Sales are driven by the continued loyalty of a small group of users who keep the product alive until it is solid to another company or discontinued |
| AIDA Model | The communication goals of attention, interest, desire and action |
| One-sided Message | Messages that advertise positive attributes of the product or reasons to buy it |
| Two-sided Message | Advertising positive and negative information about a product |
Created by:
pitufran
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