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Marketing FINAL
Ch. 17
| Term | Definition |
|---|---|
| What is integrated marketing communications? | incentives,communications, and connections |
| AIDA Model | awareness, interest, desire, action model of the series of mental stages which consumers go through as a result of marketing communications |
| Communication Process | Sender / Source, Transmitter, Encoding, Communications Channel, Receiver |
| Sender / Source | firm from which the message originates ---> must be clearly identified to the intended audience |
| Transmitter | agent / intermediary with which the sender works to develop the marketing communications |
| Encoding | converting the sender's ideas into a message --> verbal, visual, or both |
| Communications Channel | medium that carries the channel; print, broadcast, internet, etc. |
| Receiver | person who reads, hears, or sees and processes the info contained in the message |
| Other Parts of the Process Includes... | Decoding; receiver interprets the sender's message Noise; interference from competing messages, lack of clarity, or flaw in the medium Feedback; lets the sender know if the message was received + decoded properly |
| Awareness | gaining attention; measures how many consumers are familiar with a brand --> "I know of it." |
| Interest | investigate; increase interest to persuade them into investigating --> "I like it." |
| Desire | make the consumer want the product --> "I want it." |
| Action | take action by searching or buying the product --> "I bought it." |
| Tools / Channels of IMC | Advertising, PR, Sales Promotion, Personal Selling, Direct Marketing |
| Media Types | Paid Media, Owned Media, Earned Media |
| Paid Media | banner ads, sponsored posts, search engine advertising |
| Owned Media | websites, blogs, social media presence |
| Earned Media | media coverage, social media posts, word of mouth, search engine optimization |
| Creative Brief 1st Questions | What is the problem to be solved by communication? - inform, persuade, connect, remind? |
| When to use advertising? | best for creating awareness + generating interest; to large groups |
| When to use PR? | creating awareness through generating free media attention through activities relative to brand |
| When to use sales promotion? | to get people to act right now |
| When to use personal selling? | use it in high risk, high cost situations |
| Pull Strategy | goal is to get consumers to pull the product through the marketing channel by demanding it |
| Push Strategy | increase demand by motivating sellers to highlight the product and push it onto consumers |
Created by:
Zetiris
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