Term
| Tailoring Marketing Communication to Consumer |
|
Definition
| Promotion, Marketing Communication and Integrated Marketing Communication |
|
|
Term
|
Definition
A coordinated marketing communication effort.
-goal is to influence attitudes or behavior |
|
|
Term
|
Definition
Informs-new products
Reminds- mature products
Persuades- why our product is better
Builds relationships- focus on having a mutual beneficial relationship. |
|
|
Term
| Integrated Marketing communication (IMC) |
|
Definition
a process where marketers form and coordinates measurable persuasive communication program for a specific target market over a certain amount of time
-plan,develop, execute,evaluate
Consumer see your message as a whole |
|
|
Term
|
Definition
Encoding,Source,Message,Medium,Reciever,
Decoding, Noise, and Feedback |
|
|
Term
|
Definition
a process of translating ideas into a a communication
-done by the source |
|
|
Term
|
Definition
| the organization or individual sending the message. |
|
|
Term
|
Definition
| the physical form of the communication |
|
|
Term
|
Definition
| the communication vehicle, how we reach our audience |
|
|
Term
|
Definition
| individual or organization the intercepts and interprets the message |
|
|
Term
|
Definition
| the receiver assigns meaning to the message |
|
|
Term
|
Definition
| anything that interferes with the effectiveness of communication |
|
|
Term
|
Definition
the receiver reaction to the message
-can be direct on indirect |
|
|
Term
|
Definition
Communication efforts under the organization control, amount of control varies.
advertising,, sales promotion,public relations,personal selling,direct marketing. |
|
|
Term
| Mass Appeals : Advertising |
|
Definition
| non-personal form of communication from an identified sponsor using mass media |
|
|
Term
| Mass Appeals: Sales promotion mix |
|
Definition
| incentives designed to build interest or encourage purchase |
|
|
Term
| Mass Appeals:Public Relations |
|
Definition
| Communication activities to create or maintain a positive image for the company and products |
|
|
Term
| Personal Appeals: Personal Selling |
|
Definition
| direct interaction between a company representative and a customer trying to encourage a purchase. |
|
|
Term
| Personal Appeals:Direct Marketing |
|
Definition
efforts to gain direct response from your customers
-telemarketing
-junk mails |
|
|
Term
|
Definition
everyday people talk about the product or company
-helps the company marketing efforts. |
|
|
Term
| Buzz Appeal:Buzz Marketing |
|
Definition
| a high profile person talk about the product or brand. |
|
|
Term
| Buzz Appeal: Viral Marketing |
|
Definition
| entertaining or informative messages that are designed to be passed on |
|
|
Term
| Buzz Appeal:Word of mouth marketing |
|
Definition
| activities that give people a reason to talk about the product |
|
|
Term
| Buzz Appeal:Guerrilla Marketing |
|
Definition
| activities that ambush consumers with promotional content |
|
|
Term
|
Definition
creating and maintain long term relationships by satisfying customer needs.
-Focus on relationships
-Unifies all marketing communication tools-presenting a persistent message. |
|
|
Term
|
Definition
| creates a single voice, begins with the customer,one to one marketing,two-way communication,focuses on stakeholders,continuous stream of communication, importance of feedback. |
|
|
Term
|
Definition
| a creation of an on-going relationship with a set of customers that has an identifiable interest in a product |
|
|
Term
| IMC and Database marketing |
|
Definition
Customer responses become part of ongoing communication
Standard cross-selling, build relationships, measurable ,help locate new customers, and in interactive. |
|
|
Term
|
Definition
Identify target market
establish objectives
set the marketing budget
design the promotion mix
evaluate program effectiveness |
|
|
Term
|
Definition
Hierarchy of effects
-create awareness
-inform market to create desire to encourage purchase or trail to build loyalty. |
|
|
Term
|
Definition
Choose the way in which you will set your marketing budget
-bottom-up
-objective
-top-down
-Percentage of sale
-Competitive parity
-Affordable |
|
|
Term
|
Definition
| identify goals and then allocate money to achieve them |
|
|
Term
|
Definition
task-development budget by setting specific objectives and determining task required to achieve them and the cost of the tasks.
-most effective |
|
|
Term
|
Definition
| set the budget at a percentage of current or forecast sales |
|
|
Term
|
Definition
match what competitors are spending on their budget
-Less effective |
|
|
Term
|
Definition
| management set overall budget and then divides it among the promotion mix |
|
|
Term
|
Definition
| setting the budget at what the company can afford |
|
|
Term
|
Definition
| determine the type of appeal and the attention,interest,desire, and action. Choose the channel. |
|
|
Term
| evaluate the program effectiveness |
|
Definition
| are our communication objectives adequately translated into communication and is that communication reaching our target market. |
|
|
