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Chapter 1
Marketing Communications
| Question | Answer |
|---|---|
| the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience | integrated marketing communications |
| a form of marketing communications designed to stimulate a positive response from a defined target market | advertising |
| advertising that provides information about a branded product to help build its image in the minds of customers | product advertising |
| advertising that communicates a specific offer to encourage an immediate response from the target audience | promotional advetising |
| the delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television , or telemarketing | direct response communications |
| the placement of an advertising message on a website, or an ad delivered by email or through mobile communications devices | digital communications |
| a process that enables an organization to develop an ongoing relationship with valued customers; the organization captures and uses information about its customers to its advantage in developing the relationship | crm |
| an activity that provides incentives to bring about immediate response from customers distributors and an organizations sales force | sales promotion |
| a form of communications designed to gain public understanding and acceptance | public relations |
| a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways | experiential marketing |
| the process, planned by a sponsoring orginization of integrating a variety of communications elements with a single event theme | event marketing |
| the act of financially supporting an event in return for certain advertising rights and privileges | sponsorship |
| face-to-face communication involving the presentation of features and benefits of a product or service to a buyer; the object is to make a sale | personal selling |
| the combined acts carried out by individuals choosing and using goods and services, including the the decisions-making processes that determine these acts | consumer behaviour |
| the perception of the absence of something useful | need |
| a condition that prompts an individual to take action to satisfy a need | motive |
| a persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment in which that person lives | personality |
| an individuals feelings, favorable or unfavorable toward an idea or object | attitudes |
| the manner in which people receive and interpret messages | perception |
| a group of people who share common interests that influence the attitudes and behaviours of its members | reference group |
| marketing strategies that reach both genders effectively | double targeting |
| a market of goods and services needed to produce a product or service, promote an idea, or operate a business | b2b marketing |
| a formal buying structure in an organization that brings together expertise from the various functional areas to share in the buying decision process | buying committee |
| an informal purchasing process in which individuals in an organization perform particular roles but may not have direct responsibility for the actual decision | buying centre |
| an online business-to-business marketplace through which participants can purchase goods and services from one another | e-procurement |
Created by:
daveynjones
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