Term
|
Definition
| coordination of marketing communication efforts |
|
|
Term
| Marketing communicatiosn do four things |
|
Definition
| iform, persuade, remind, and build relationships |
|
|
Term
| Intregrated Marketing Communication |
|
Definition
| Process that marketers use to plan, develop, executre, and evaluate brand communication programs over time to targeted audiences |
|
|
Term
|
Definition
| coordinated, measurable, persuasive |
|
|
Term
|
Definition
| 1 marketer sends one promotion to many consumers |
|
|
Term
|
Definition
| marketer targets individuals and tailors to each person |
|
|
Term
|
Definition
| marketer takes back seat roll and consumers share information with eachother |
|
|
Term
Communication Model INSET PHOTO Here
[image] |
|
Definition
| Company model includes brand and spokesperson Encoding-idea is changed into message Message-physical form of communication Medium-communication vehicle Decoding-receiver assigns meaning to message Receiver-target of communication Noise-anything interfering with effective communication Feedback-receivers reaction to the message |
|
|
Term
|
Definition
| help in finding good personto endorse product |
|
|
Term
|
Definition
| to ocur effectively, source and receiver must share a mutual frame of reference |
|
|
Term
| Control Continuum INSERT IN DEFINITION |
|
Definition
|
|
Term
|
Definition
nonpersonal communication from an identified sponsor using mass media
advan-provides total control, build or reinforce brand image, can inform or remind
disadvan-very expensive |
|
|
Term
|
Definition
contests, coupon,s and other incentives designed to build interest or encourage product purcahse during specific time (mcd's monopoly)
advan-builds excitement, encourages immediate purchase, reaches price sensitive
disadvan-does not encourage brand loyalty |
|
|
Term
|
Definition
communication activities that create or maintain a positive image of a firm and its products
advan-low cost and highly credible
disadvan-lack of control no garuntee message goes where it should |
|
|
Term
|
Definition
direct interaction between a compan rep and customer
advan-higihly flexible and immediate feedback
disadvan-high cost per contact |
|
|
Term
|
Definition
efforts to gain a direct response from individual consumers
advan-easy to target customers and measure results
disadvan-consumers dont like it |
|
|
Term
|
Definition
| social trend in which people use technology to get things they neeed from eachother |
|
|
Term
|
Definition
| word of mouth, perceived as authentic |
|
|
Term
| (4) Ethical prblems in buxx marketing |
|
Definition
| -SHould not be designed to decieve -Should not be targeted towards children -should not damage property -should not use stealth marketing |
|
|
Term
|
Definition
| marketing activities that aim to increase brand awareness or sales by consumer passing a message along to other consumers |
|
|
Term
| 5 Steps to Develop Promotional Plan INSERTPHOTOHERE |
|
Definition
|
|
Term
| Hierarchy of Effects INSERTHIERARCHY[image] |
|
Definition
|
|
Term
| 5 Budgeting Techniques most to least effective |
|
Definition
1. Objective Task-define objectives and determine tasks necessairy to achieve. costs estimated
2. top down budgetin-management sets overall budget and divides it around promotion
3. Percentage of sales-current or forecasted
4. Bottom Up-Identify goals then allocate funds to achieve
5. Competitive Parity-match competitor spending |
|
|
Term
|
Definition
| company moves products through supply chain by convincing channel members to offer them |
|
|
Term
|
Definition
| Company moves products through supply chain by building desire among consumers |
|
|
Term
| (3) Designing Promotion mix involves |
|
Definition
| specific tools message communcation channel |
|
|
Term
| AIDA what is what is it part of> |
|
Definition
Part of designing promotion mix
Attention
Interest
Desire
Action |
|
|
Term
| Multichannel Promotion Strategies |
|
Definition
combine traditional mass media with online buzz building
offer important benefits |
|
|
Term
|
Definition
| communication vehicle through which a message is transmitted to target audience |
|
|
