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D174 Module 11
Promotion
| Term | Definition |
|---|---|
| Promotion | Various forms of communication to inform, persuade, or remind. |
| Digital and Social Media | Promotion through the use of digital technologies such as desktops, laptops, tablets, and smartphones that does not involve a salesperson. Often called interactive marketing |
| Advertising | Paid form of relatively less personal marketing communications often through a mass medium to one or more target markets. |
| Sales promotion | An inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it. |
| Public relations | Systematic approach to influencing attitudes, opinions, and behaviors of customers and others. |
| Personal selling | A two-way communication process between salesperson and buyer with the goal of securing, building, and maintaining long-term relationships with profitable customers. |
| Promotion mix strategies | Decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace and achieve an acceptable ROI for the marketer. |
| Promotion campaign | Promotional expenditures to a particular creative execution aimed at a particular product or product line during a specified time period. |
| Elements in developing Promotional campaign | Identify targets for promotion, establish goals for promotion, select promotion mix, develop the message, select media for use in promotion, prepare promotional budget, establish measures of results |
| Push strategy | Promotional and distribution strategy in which the focus is on stimulating demand within the channel of distribution. |
| Pull strategy | Promotional and distribution strategy in which the focus is on stimulating demand for an offering directly from the end user. |
| Internal marketing | The treating of employees as customers and developing systems and benefits that satisfy their needs to promote internal service quality. |
| AIDA Model (Hierarchy of effects model) | A model designed to illustrate the hierarchy of effects in the context of customer response to marketing communications. It states that the effects build in this order: Attention (or Awareness), Interest, Desire, and Action. |
| Digital Marketing | The marketing of value offerings through the use of digital technologies (e.g., desktops, laptops, tablets, and smartphones). |
| Paid media | Marketing communication channels requiring that the marketer pay someone else for customer access |
| Cost per impression | A common pricing model for paid media in which the marketing manager pays a set amount each time a customer is exposed to the promotion. |
| Cost per Click | A common pricing model for paid media in which the marketing manager pays a set amount each time a customer clicks on a link. |
| Owned media | Marketing communication channels that the marketer’s organization has complete control over. |
| Earned Media | The case where either a customer or a commercial entity (such as a news media organization) chooses to act as a marketing communication channel for the dissemination of information associated with the marketer’s organization at no cost. |
| Digital advertising | The creation and execution of an advertisement via any form of digital media. |
| Display ads | Ads put out by companies for advertising on the Internet that include banner ads and interstitials. |
| Banner ads | Internet advertisements that are small boxes containing graphics and text, and have a hyperlink embedded in them. |
| Interstitials | Graphic, visually interesting Internet advertisements that move across the web page. |
| Retargeting | A method of advertising that displays ads for a given product on different websites (not associated with the product) only after a customer has visited the website for the related product. |
| Search ads | Paid advertisements featured in Internet search engine results based on analysis of keywords entered in the search field. |
| Social network ads | Digital ads displayed on various forms of social media, which can vary considerably in their format, placement and style. |
| Native ads | Digital ads that are designed to fit the format and style of content that is offered through the website on which the ad is being displayed. |
| Landing page | A distinct type of page on an organization’s website designed for the sole purpose of getting a customer to take an action that increases the expected value of the customer to the organization. |
| 7 Cs in Customer website interface | context, content, community, customization, communication, commerce, connection |
| Context | Context refers to the overall layout, design, and aesthetic appeal of the site |
| Content | organizations’ websites incorporate a great deal of web-specific content. |
| Community | key advantage of web-based communication is the opportunity to create a community of users or visitors to the site |
| Customization | The ability to create a unique individual experience with an organization website adds great value to the customer interface, because nowadays online customers appreciate and expect customization of their website experiences. |
| Communication | Websites allow organizations to communicate with customers |
| Commerce | The number of products purchased online has grown dramatically in both B2C and B2B markets |
| Connection | web allows for communication among many sources |
| Microsite | A more focused site from a company’s primary site that addresses specific topics such as new product introductions or targeted products within a large product. |
| Blog | A repository of content an organization creates to provide information of interest to customers in the form of blog posts, which can be one or more paragraphs in length and written to stand on their own or be thematically connected to other posts. |
| Search Engine Optimization | The set of different actions that can be undertaken by an organization to positively influence the placement of their digital assets (via-à-vis their websites) in relevant search engine results. |
| Mobile marketing | The marketing of value offerings through a mobile communication device. |
| M-commerce | Sales generated by a mobile device. |
| Geo-location marketing | The use of geographic data to drive marketing messaging and other marketing decisions. |
| Branded mobile apps | Mobile apps that display the brand’s name and logo prominently throughout the various screens and features within the app. |
| in-app ads | Ads displayed within other types of mobile apps (e.g., mobile game apps, social media apps, and nonbranded productivity apps). |
| Social network | Groups of people connected via technology through friendships, mutual interest, or some other characteristics. |
| Viral marketing | Entertaining and informative messaging created by a firm intended to be passed among individuals and delivered through online and other media channels. |
| Seeding strategy | A viral marketing approach to specific customers or groups of customers who then further stimulate the internal dynamics of the target market, thus resulting in the diffusion process (spread of the virus). |
| on-line brand communities | Places where customers can engage in meaningful interaction right on the organization’s own website rather than at independent sites. |
| advertising wearout | When customers become bored with an existing advertising campaign. |
| advertising response function | An effect in which, beyond a certain ad spending level, diminishing returns tend to set in. |
| Institutional advertising | Advertising that promotes industry, company, family of brands, or some other issues broader than a specific product. |
| Product advertising | Advertising designed to increase purchase of a specific offering. |
| Pioneering advertising | Advertising intended to stimulate primary demand, typically during the introductory or early growth stages of an offering. |
| Competitive advertising | Advertising intended to build sales of a specific brand through shifting emotional appeal, persuasion, and providing information. |
| Comparative advertising | Advertising in which two or more brands are directly compared against each other on certain attributes. |
| Frequency | The average number of times a person in the target market is exposed to the message. |
| Reach | The percentage of individuals in a defined target market that are exposed to an ad during a specific time period. |
| Advertising execution | The way an advertisement communicates the information and image. |
| Cooperative advertising and Promotion | When a manufacturer provides special incentive money to channel members for certain promotional performance. |
| Trade shows | An industry- or company-sponsored event in which booths are set up for the dissemination of information about offerings to members of a channel. |
| Allowances | A remittance of monies to the consumer after the purchase of the product. |
| Buzz | Word-of-mouth communication generated about a brand in the marketplace. |
| Crisis management | A planned, coordinated approach for disseminating information during times of emergency and for handling the effects of unfavorable publicity. |
| Personal selling | A two-way communication process between salesperson and buyer with the goal of securing, building, and maintaining long-term relationships with profitable customers. |
| Trade servicers | Resellers such as retailers or distributors with whom the sales force does business |
| Missionary sales people | Salespeople who do not take orders from customers directly but persuade customers to buy their firm’s product from distributors or other suppliers. |
| Technical selling | Selling that requires a salesperson to have technical understanding of the product or service |
Created by:
mkale
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