Term
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Definition
| The coordination of a marketer’s communication efforts to influence attitudes or behavior |
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| Integrated marketing communication (IMC) |
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Definition
| A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. |
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Definition
| The process whereby meaning is transferred from a source to a receiver. |
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Definition
| The process of translation an idea into a form of communication that will convey meaning. |
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Term
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Definition
| An organization or individual that sends a message. |
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Definition
| The communication in physical form that goes from a sender to a receiver |
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Term
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Definition
| A communication vehicle through which a message is transmitted to a target audience. |
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Definition
| The organization or individual that intercepts and interprets the message. |
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Term
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Definition
| The process by which a receiver assigns meaning to the message. |
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Definition
| Anything that interferes with effective communication. |
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Definition
| Receivers’ reactions to the message |
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Term
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Definition
| The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing. |
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Term
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Definition
| When consumers provide information about products to other consumers. |
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Term
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Definition
| Giving people a reason to talk about your products and making it easier for that conversation to take place. |
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Term
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Definition
| Using high-profile entertainment or news to get people to talk about your brand. |
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Term
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Definition
| Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail. |
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Term
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Definition
| Word of mouth communication that customers view as authentic. |
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Term
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Definition
| Marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity. |
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Term
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Definition
| Marketing activities that attempt to give customers an opportunity to actually interact with brands, thus enabling them to make more intelligent and informed purchase decisions. |
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Term
| Consumer-generated media (CGM) |
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Definition
| The on-line consumer-generated comments, opinions, and product-related stories available to other consumers through digital technology. |
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Term
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Definition
| The creation of an ongoing relationship with a set of customers who have an identifiable interest in a good or service and whose responses to promotional efforts become part of future communication attempts. |
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Term
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Definition
| A series of steps prospective customers move through, from initial awareness of a product to brand loyalty. |
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Term
| Top-down budgeting techniques |
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Definition
| Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication. |
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Term
| Percentage-of-sales method |
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Definition
| A method for promotion budgeting that is based on a certain percentage of either last year’s sales or on estimates for the present year’s sales. |
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Term
| Competitive-parity method |
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Definition
| A promotion budgeting method in which an organization matches whatever competitors are spending. |
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Term
| Bottom-up budgeting techniques |
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Definition
| Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them. |
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Term
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Definition
| A promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotional efforts it will take to meet these goals. |
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Term
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Definition
| The company tries to move its products through the channel by convincing channel members to offer them. |
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Term
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Definition
| The company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items. |
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Term
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Definition
| The communication goals of attention, interest, desire, and action. |
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