Term
Integrated marketing communications
(IMC) |
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Definition
is the concept of designing
marketing communications programs
that coordinate all promotional activities— advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences. |
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Term
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Definition
is the process
of conveying a message to others
and requires six elements:
a source, a message, a channel
of communication, a receiver,
and the processes of encoding
and decoding. |
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Term
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Definition
is a company or person
who has information to convey
during the communication
process. |
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Term
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Definition
consists of the
information sent by a source
to a receiver during the
communication process. |
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Term
| A Channel of Communication |
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Definition
is the means (e.g., a salesperson,
advertising media, or public
relations tools) of conveying a
message to a receiver during the
communication process. |
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Term
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Definition
consists of consumers
who read, hear, or see the
message sent by a source during
the communication process. |
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Term
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Definition
is the process of
having the sender transform an
idea into a set of symbols during
the communication process. |
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Term
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Definition
is the process of
having the receiver take a set of
symbols, the message, and
transform them back to an idea
during the communication
process. |
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Term
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Definition
is a mutually shared understanding
and knowledge that the a sender
and receiver apply to a message
so that it can be communicated
effectively during the
communication process. |
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Term
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Definition
in the feedback
loop, is the impact the message
had on the receiver’s knowledge,
attitudes, or behaviors during the
communication process. |
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Term
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Definition
in the feedback loop,
is the sender’s interpretation of
the response, which indicates
whether a message was decoded
and understood as intended
during the communication
process. |
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Term
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Definition
consists of extraneous
factors that can work against
effective communication by
distorting a message or the
feedback received during the
communication process. |
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Term
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Definition
is any paid form
of nonpersonal communication
about an organization, good,
service, or idea by an identified
sponsor. |
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Term
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Definition
consists of the
two-way flow of communication
between a buyer and seller, often
in a face-to-face encounter,
designed to influence a person’s
or group’s purchase decision. |
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Term
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Definition
is a form of
communication management that
seeks to influence the feelings,
opinions, or beliefs held by customers,
prospective customers, stockholders,
suppliers, employees, and other
publics about a company and its
products or services. |
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Term
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Definition
is a form of
communication management that
seeks to influence the feelings,
opinions, or beliefs held by customers,
prospective customers, stockholders,
suppliers, employees, and other
publics about a company and its
products or services. |
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Term
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Definition
is a nonpersonal,
indirectly paid presentation of an
organization, good, or service. |
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Term
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Definition
is a nonpersonal,
indirectly paid presentation of an
organization, good, or service. |
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Term
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Definition
is a short-term
inducement of value offered to
arouse interest in buying a good
or service. |
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Term
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Definition
is a promotion
alternative that uses direct
communication with consumers
to generate a response in the
form of an order, a request for
further information, or a visit to
a retail outlet. |
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Term
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Definition
involves directing the promotional mix to channel members to gain their
cooperation in ordering and
stocking the product. |
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Term
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Definition
involves directing
the promotional mix at ultimate
consumers to encourage them
to ask the retailer for a product. |
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Term
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Definition
is the
sequence of stages a prospective
buyer goes through from initial
awareness of a product to eventual
action (either trial or adoption of the
product). The stages include
awareness, interest, evaluation,
trial, and adoption. |
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Term
| Percentage of sales budgeting |
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Definition
involves allocating funds to
promotion as a percentage of
past or anticipated sales, in terms
of either dollars or units sold. |
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Term
| Competitive parity budgeting |
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Definition
involves allocating funds to promotion
by matching the competitor’s absolute
level of spending or the proportion
per point of market share. Also called
matching competitors or share of
market. |
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Term
| All-you-can-afford budgeting |
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Definition
involves allocating funds to
promotion only after all other
budget items are covered. |
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Term
| Objective and task budgeting |
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Definition
involves allocating funds to
promotion whereby the company:
(1) determines its promotion
objectives; (2) outlines the tasks to
accomplish these objectives; and
(3) determines the promotion cost of
performing these tasks. |
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Term
| Fees paid for space or time |
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Definition
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Term
| Efficient means for reaching large numbers of people. |
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Definition
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Term
*High absolute costs
*Difficult to receive good feedback. |
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Definition
| Advertising Disadvantages |
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Term
| Fees paid to salespeople as either salaries or commissions |
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Definition
| Payment for Personal Selling |
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Term
*Immediate Feedback
*Very Persuasive
*Can select audience
*Can give complex information |
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Definition
| Personal Selling Advantages |
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Term
*Extremely expensive per exposure
*Messages may differ between salespeople. |
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Definition
| Personal Selling Disadvantages |
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Term
| No direct payment to media. |
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Definition
| Payment for Public Relations |
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Term
| *Often most credible source in the consumers mind. |
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Definition
| Public Relations Advantages |
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Term
| *Difficult to get media cooperation |
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Definition
| Public Relations Disadvantages |
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Term
| Wide range of fees paid, depending on promotion selected. |
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Definition
| Payment for Sales Promotion |
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Term
*Effective at changing behavior in short run.
*Very flexible |
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Definition
| Sales Promotion Advantages |
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Term
*Easily abused
*Can lead to promotion wars
*Easily duplicated |
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Definition
| Sales Promotion Disadvantages |
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Term
| Cost of communication through mail, telephone or computer. |
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Definition
| Payment for Direct Marketing |
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Term
*Messages can be prepared quickly
*Facilitates relationships with customer. |
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Definition
| Direct Marketing Advantages |
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Term
*Declining customer response
*Database management is expensive. |
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Definition
| Direct Marketing Disadvantages |
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