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unit 4

QuestionAnswer
interactive marketing is the two-way buyer-seller electronic communication in which the buyer controls the kind and amount of information received from the seller
choiceboard is an interactive internet enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes
collective filtering is a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
personalization is the consumer-initiated practice of generating content on a marketers website
permission marketing is the solicitation of a consumers consent to receive e-mail and advertising based on personal data supplied by the consumer
context appeal and functional look
content all digital information on website
customization ability of site to modify for individual customers
connection linkage between other sites
communication dialogue between site and consumer
community user to user communications
commerce conduct sales transactions
online consumer people who shop online
eight-second rule is a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds
behavioral targeting uses information provided by cookies for direct m
social commerce is the use of social networks for browsing and buying
subscription commerce involves the payment of a fee to have products and services delivered on a recurring schedule
cross-channel consumer shops online, buys offline or vice versa
showrooming looking in person, buying online
webrooming looking online, buying in person
social media digital tech that facilitates the creation and sharing of user generated content
social network where users interact with each other
social shopping people share what they purchased online
customer engagement is the degree and depth of brand-focused interactions a customer chooses to perform
apps are small, downloadable software programs that can run on smartphones and tablet devices.
IMC integrated marketing communications
promotional mix... is the combination of one or more communication tools used to , inform prospective buyers
IMC is the concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing
advertising is any paid form of nonpersonal communication about n organization, product, service or idea by an identified sponsor
Personal selling consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence
Publicity is a nonpersonal, indirectly paid presentation of an organization, product, or service
public relations is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers.
sales promotion is a shor
advertising is any paid form of nonpersonal communication about an org, product, service or idea by an identified sponsor
product advertisements ... are advertisements are advertisements that focus on selling a product or service and which take
institutional advertisements ads designed to build goodwill or an image for an org rather than promote a specific product or service
fear appeals avoid negative experiences
sex appeals increase attractiveness
humorous appeals fun and exciting
reach is the number of different people or households that an ad reaches
rating the percentage of households in a market that watch a show
frequency the avg number of times a person is exposed to an ad
Gross rating points multiplying reach by frequency
cost per thousand(cpm) refers the cost of reaching 1,000 people
perishable messages are messages that are only there for a short period of time
figure 19-3
continuous schedule steady, seasons not important
flighting schedule intermittent, reflects seasonal demand
pulse schedule burst, flighting and continuous new product
Created by: user-2025220
 

 



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