CH16 Flashcards

1
Q

AIDA model

A

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

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2
Q

aided recall

A

Occurs when consumers recognize a name (e.g., of a brand) that has been presented to them.

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3
Q

brand awareness

A

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

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4
Q

click-through rate (CTR)

A

The number of times a user clicks on an online ad divided by the number of impressions.

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5
Q

direct marketing

A

Sales and promotional techniques that deliver promotional materials individually to potential customers

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6
Q

feedback loop

A

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.

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7
Q

gross rating points (GRP

A

Measure used for various media advertising—print, radio, or television; GRP 5 reach 3 frequency

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8
Q

impressions

A

The number of times an advertisement appears in front of the user.

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9
Q

ntegrated marketing communications (IMC)

A

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.

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10
Q

objective-and-task method

A

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

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11
Q

return on investment (ROI)

A

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.

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12
Q

rule-of-thumb methods

A

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.

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13
Q

op-of-mind awareness

A

A prominent place in people’s memories that triggers a response without them having to put any thought into it.

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14
Q

transmitter

A

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.

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