ch 16
Management And Marketing 305 with Claterbos at University of Kansas
About this deck
By: Benjamin Iliff
Created: 2011-12-04
Size: 38 flashcards
Views: 3
Created: 2011-12-04
Size: 38 flashcards
Views: 3
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integrated marketing communications
represents tht promotion dimension of the four P's; encompasses a variety of communication disciplines-general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact
sender
the firm from whcich as IMC message originates; the sendor must be clearly identified to the intended audience
transmitter
an agent or intermediary with which the sender works to develop the marketing communications, for example, a firm's creative department of an advertising agency
encoding
the process of converting the sender;s ideas into a message, which could be verbal, visual, or both
communication channel
the medium - print, broadcast, the internet - that carries the message
receiver
the person who reads, hears, or sees and process the information contained in the message or advertisement
decoding
the process by which the receiver interprets the sender;s message
noise
any interference that stems from competing messages, a lock of clarity in teh message, or a flaw in the medium; a problem for all communication channels
feedback loop
allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
AIDA model
a common model of the series of mental stages through which consumers move as result of marketing communications; Awareness leads to Interests, which leads to Desire, which leads to Action
Brand awareness
measures how many consumer in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements in the firm's communication to consumers
aided recall
occurs when consumers recognize a name that has been presented to them
top-of-the-mind awareness
a prominent place in people's memories that triggers a response without them having to put any thought into it
lagged effect
a delayed response to a marketing communication campaign
advertising
a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future
personal selling
the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision
sales promotions
special incentives or excitement-building programs that encourage the purchase of a product of service, such as coupons, rebates contest, free samples, and point-or - purchase display
direct marketing
sales and promotional techniques that deliver promotional materials in individually to potential customers
M-commerce
communication with or selling to consumers through wireless handheld devices such as cellular phones
public relations
the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media
BLOG
a Web page that contains periodic posts; corporate blogs are a new form of marketing communications
social shopping
the use of the Internet to communicate about product preferences with other shoppers
objective-and-task method
An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives choosing media, and determining costs
RULE-OF-THUMB METHODS
budgeting methods that base the IMC budget on either the firm's share of the market in relations to competition a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted
competitive parity
a firm's strategy of setting prices that are similar to hose of major competitors
percentage of sales
a method of setting a IMC budget based on a fixed percentage of forecasted sales
affordable budgeting
a method of setting an IMC budget in which the firms first forecasts their sales and expenses, excluding IMC. the difference between the forecast sales and expenses plus desired profit is reserved to the IMC budget
frequency
measure of how often the audience is exposed to a communication within a specifies period of time
reach
measure of consumer's exposure to marketing communications there percentage of the target population exposed to a specific marketing communication, such as and advertisement, at least once
Gross Rating Points (GRP)
measures used for various media advertising-print, radio, or television; GRP = reach * frequency
web tracking software
used to assess how much time viewers spend on particular Web pages and the umber of pages they view
Click - through tracking
a way to measure how many times users click on banner advertising on Web sites
online couponing
a promotional Web techniques in which consumers print a coupon directly from a site and then redeem the coupon in a store
online referring
a promotional Web technique in which consumers fill out a interest or order form and are referred to an offline dealer or rims that offers the product or service or interest
search engine marketing (SEM)
a tool that allows firms to show up in searches based on the keywords potential customer use
impressions
the number of times an online ad appears in front of a user
relevance
describes how useful and ad message is to a consuemr doing an Internet search
Click-through rate
an online measure of reach. CTR equals the number or times a potential customer clicks on a an ad divided by the number of impressions
About this deck
By: Benjamin Iliff
Created: 2011-12-04
Size: 38 flashcards
Views: 3
Created: 2011-12-04
Size: 38 flashcards
Views: 3
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis
Dennis