CH16 Flashcards
AIDA model
A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action
aided recall
Occurs when consumers recognize a name (e.g., of a brand) that has been presented to them.
brand awareness
Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm’s communications to consume
click-through rate (CTR)
The number of times a user clicks on an online ad divided by the number of impressions.
direct marketing
Sales and promotional techniques that deliver promotional materials individually to potential customers
feedback loop
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.
gross rating points (GRP
Measure used for various media advertising—print, radio, or television; GRP 5 reach 3 frequency
impressions
The number of times an advertisement appears in front of the user.
ntegrated marketing communications (IMC)
Represents the promotion dimension of the four Ps; 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.
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
return on investment (ROI)
the amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is (the sales revenue generated by the ad 2 the ad’s cost) 4 the ad’s cost.
rule-of-thumb methods
Budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted.
op-of-mind awareness
A prominent place in people’s memories that triggers a response without them having to put any thought into it.
transmitter
An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm’s creative department or an advertising agency.
