Flashcards in Chap 16** Deck (40):
Function of the informing persuading, and influencing the consumer's purchase decision is called?
Messages that deal with buyer-seller relationships is called?
Coordination of all promotional activities to produce a unified, customer-focused promotional message is called?
Integrated marketing communications IMC
- all channels
What is the role of databases in effective IMC programs?
- internet allows companies to gather information faster and organize it easily
- direct sampling is a frequently used method to obtain customer opinions
The Communication Process
Sender (Source) > Message > [channel] > Decoding > Receiver
Receiver > [feedback] > Sender
Noise = distractions
What does an effective message do?
- Gains the receivers attention
- Achieves understanding by both sender and receiver
- Stimulates receiver's needs and suggests appropriate methods of satisfying them
The steps through which wan individual reaches a purchase decision are:
Encoding is what?
Translating a message into understandable terms
Receivers interpretation of a message; toughest step is called what?
A channel in communication process is ?
medium through which a message is delivered
Interference at some stage in the communication process
What is a subset of the marketing mix?
- Marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives
What is oldest form of promotion?
Any paid, non-personal communication about a business good is called?
When a marketer pays a motion picture owner a fee to display his or her product prominently in the film or show?
Marketing activities that stimulate consumer purchasing and dealer effectiveness is called a _____?
-display, coupon, contests, samples, premiums, product demonstration
What is a trade promotion?
Sales promotion geared to market intermediaries
Direct marketing is what?
Use of direct communication to a consumer or business recipient designed to generate a response
A firms communications and relationships with its various publics is called ?
What is guerrilla marketing?
Unconventional, innovative and low-cost techniques to get consumers' attention
- buzz marketing
Table 16.2 Advantage and Disadvantage of Promotional Mix Elements
What objective of advertising seeks to develop initial demand for a good, service, organization, person, place, idea or cause?
Persuasive advertising attempts to do what?
Increase demand for an existing good, service, organization, person, etc
What strategy emphasizes messages with direct or indirect promotional comparisons between competing brands?
- used by firms whose products are not market leaders
Celebrity testimonial and endorsement can do what?
Improve product recognition
3 things an ad needs to accomplish:
Enhance brand loyalty
Improve consumer perception
A series of different but related ads that use a single theme and appear in different media within a specified time period is a ______ ?
3 Different advertising appeals?
Used to be 3 Bs (Babies, Beauty, Beast)
3 Goals when developing an ad
Gain attention or interest
Inform or persuade
Lead to purchase or other desired action
*4 Elements of a typical ad
.Body Copy (fine print, information)
Nonmarketing public relations
a companys messages about general management issues
Marketing public relations MPR
focused public relations activities that directly support marketing goals
What is puffery?
- exaggerated claims of a products superiority
- Use of subjective or vague statements that may not be literally true
Assesses how well a particular medium delivers a message, where and when to place ads and the size of audience
What tests consumer reactions to an advertisement's creative message?
What are split runs?
Allow advertisers to test two or more ads at the same time.
*Delite, a food and beverage company is launching a new range of frozen food. The marketing department at Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?
Identify wants and needs of consumers
*In the context of the communication process, translating a message into understandable terms and transmitting it though a communications channels is known as _____.