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Ag Com Chapter 17
Ag Com Chapter 17 Communications Campaign Development
| Term | Definition |
|---|---|
| Communications campaign | a strategic, structured plan consisting of a mix of media and message strategies and tactics with a consistent, unified theme |
| media clutter | the situation that exists when there are so many media channels and messages out there that it becomes difficult for your message to break through |
| brand loyalty | Customer preference for a specific brand over other brands |
| integrated marketing communications | the term used for the process of developing and implementing a set of integrated campaign elements that utilize common and consistent themes across multiple elements |
| marketing mix | includes the use of advertising, public relations, brand marketing, sales promotion, direct marketing, and Internet marketing to communicate a campaign message. |
| integrated marketing campaign | one in which your chief goal is to communicate a message, using appropriate tools packaged for specifically targeted audiences and a strategically framed message |
| message strategy | a strategically framed message based on the audience of the message and the desired outcome of the message |
| situation analysis | identifies the problem and provides a background and rationale for the suggested media campaign elements |
| campaign message | the theme of the message to be delivered in a media campaign |
| advertising | involves integrating a campaign theme or message and delivering it in a format suitable for a specific media |
| public relations | the attempt to promote goodwill and garner publicity on behalf of a company, organization, or individual through earned media |
| earned media | free to the organization; includes news media |
| media kit | package of news releases, fact sheets, photos, brochures, and other items in an attractive, logo- identified package for use by news editors and journalists |
| brand | a product, good, or service that has given an identifiable name and image |
| commodities | products such as corn, wheat, cotton or citrus that are not sold on basis of a brand or product name |
| sales promotion | involves a variety of tools and techniques to develop incentives to create a perception of greater brand value, while encouraging immediate acceptance or adoption of a product, good, or service by a consumer or business person |
| cross promotion | when an event is co-sponsored by more than one organization, or an organization and another type of sponsor, such as a media outlet |
| cause-related marketing | when one of the partners is a nonprofit or charitable organization; the nonprofit or charity is the "cause" that is being promoted |
| media promotion | in a media sales promotion, when an organization partners with a media outlet to jointly promote something. The media outlet uses its channel to convey information to its audience, while the organization includes the media outlet as a sponsor |
| direct marketing | focuses directly on the end users; includes use of direct offers to consumers, often through either a form of advertising media, such as a television informercial, or through postal mail |
| direct mail | when companies use the postal system to deliver a direct offer |
| shared mail | when information materials from several different organizations are included in one mailing |
| web marketing | the marketing of products, goods, and services online; advertisement on Web pages |
| media vehicle | media outlets or channels |
| reach | the number of members of your target audience who are reached one time by the media vehicles you have chosen |
| frequency | the number of times your targeted audience members are exposed to your message |
| cost per thousand | a measure that looks at the total cost divided by the total estimated audience for using a particular media vehicle; a way of making all media equivalent in some way |
| campaign development process | specific steps and tasks that help you develop a plan that utilizes elements of the marketing mix, a consistent theme, and carefully develop strategies and tactics in order to achieve a communications or marketing objective |
Created by:
3turnshome79
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