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marketingchap16
| Question | Answer |
|---|---|
| integrated marketing communications (IMC) | represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, |
| sender | the firm from which an IMC message originates; the sender must be clearly identified to the intended audience |
| transmitter | an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency |
| encoding | the process of converting the sender’s ideas into a message, which could be verbal, visual, or both |
| communication | channel the medium— print, broadcast, the Internet—that carries the message |
| receiver the | person who reads, hears, or sees and processes the information contained in the message or advertisement |
| decoding | the process by which the receiver interprets the sender’s message |
| noise | any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels |
| feedback loop | allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly |
| AIDA model | a common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action |
| brand awareness | measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firm’s communications to consumers |
| aided recall | occurs when consumers recognize a name |
| top-of-mind awareness | a prominent place in people’s memories that triggers a response without them having to put any thought into it |
| lagged effect | a delayed response to a marketing communication campaign |
| advertising | a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future public relations |
| sales promotions | special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays |
| personal selling | the two-way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision |
| direct marketing | sales and promotional techniques that deliver promotional materials individually to potential customers |
| Mobile marketing | marketing through wireless handheld devices |
| blog (Weblog) | a web page that contains periodic posts; corporate blogs are a new form of marketing communications |
| social media | media content used for social interactions such as YouTube, Facebook, and Twitter |
| objective-and-task method | an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs |
| rule-of-thumb methods budgeting | methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted |
| frequency | measure of how often the audience is exposed to a communication within a specified period of time |
| reach | measure of consumers’ exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once |
| gross rating points (GRP) | measure used for various media advertising— print, radio, or television; GRP5 reach3 frequency |
| search engine marketing (SEM) | a type of web advertising whereby companies pay for keywords that are used to catch consumers’ attention while browsing a search engine |
| impressions | the number of times an advertisement appears in front of the user |
| click-through rate (CTR) | the number of times a user clicks on an online ad divided by the number of impressions |
| relevance | a metric used to determine how useful an advertising message is to the consumer |
| return on investment (ROI) | the amount of profit divided by the value of the investmentIn the case of an advertisement, the ROI is (the sales revenue generated by the ad 2 the ad’s cost) 4 (the ad’s cost) |
Created by:
Jylkasonga
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