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Flashcards in Chapter 12 Deck (56):
1

Real-time marketing

A planned tactical approach where brands make themselves relevant online during events or newsworthy occurrences by diving into conversations as they occur with aligned short term messaging that takes advantage of the current buzz

2

Social networks

Online websites that allow members to create a network of friends and contacts to share messages, comments, videos, and images as a form of self expression

3

Content Marketing

Creating and sharing information and expertise that is designed to inform and engage with tools such as research papers, e-books, info-graphics, how to videos, blogs and events that can readily be found by search engines

4

Social media marketing

Reaching out to consumers online through social networks where people connect with friends and contacts to share comments, articles, opinions, videos, and images as a form of self expression

5

Mobile Marketing

A set of practices that enables organizations to communication and engage with their audiences in an interactive and relevant manner through any mobile device or network

6

Out-of-Home advertising

Casually referred to as outdoor; reaches consumers outside the home in outdoor locations, in transit, or in commercial or business locations

7

Paid Media

The media time purchased so that messages can be disseminated through channels that are controlled by others

8

Owned Media

The media channels that a company controls, either fully or partially, such as a website, micro-site, or social media page that is used to directly communicate with consumers

9

Earned Media

The free publicity secured through unpaid media mentions and consumers who spread the word through word of mouth or the internet

10

Marketing communication agencies

broad spectrum integrated agencies or specialist agencies tat provide marketers with expertise on how best to communicate messages to their audiences

11

Outbound marketing

marketers seek out consumers by widely broadcasting messages using advertising, direct mail, e-mail, marketing, telemarketing, and personal selling approaches

12

Inbound marketing

When consumers fine a product and its messaging by using online techniques that marketers facilitate including search engine optimization, pay-per-click ads, and the use of social media to connect with consumers

13

Integrated marketing communications (IMC)

a communications approach that coordinates all promotional activities to provide a consistent message to a target audience

14

Marketing communication tools

Advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling

15

Advertising

A paid form of media used to communicate to consumers; includes broadcasts, print, out-of-home, and digital media

16

Display advertising

online ads using graphics video or animation

17

Banner ads

online ads that stretch across the top of a web page can take many forms including leader boards and sky scrapers

18

Leaderboards

Banner ads at the top of a web page

19

Skyscrapers

Banner ads that are vertical along the side of a web page

20

Advergaming

Placing ads in video games

21

Pre-roll video advertising

The use of tv type ads placed before a video online

22

Pay-per-click advertising (PPC)

Ads that appear in response to keyword triggers on search engines as well on some website, blogs and social media sites, where the advertiser pays only when the add is clicked

23

Public relations

A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure; targets the media in an attempt to generate positive publicity for a company, product, or individual

24

Publicity

A non personal form of communication that appears in the media and is not paid for directly by the organization

25

Press release

An announcement written by an organization and sent to the media

26

Press conference

a planned event for representatives of the media are invited to an informational meeting with the company

27

Social media release

A multi media online press release platform that includes video, text, and images, as well as social media buttons for sharing on social network and comment areas, where viewers can leave comments

28

Sales promotion

A communications tool that provides short term incentives to generate interest in a product or cause and encourages purchase or support

29

User generated content (UGC)

Original online content that has been created by users in the form of blogs, posts, images, audio, or video

30

Augmented reality

the use of webcams or mobile devices to capture and image that is then supplemented with graphics, audio, video, or GPS data to provide additional information or an enhanced experience

31

Matrix 2D barcode

a two dimensional response code that when scanned by a mobile bar code reader or app provides additional information, launches websites, prompts downloads, sends text messages, or deploys messages

32

Consumer promotions

Short term marketing tools used to encourage immediate consumer purchase Ex) roll up the rim

33

Trade promotions

Short term promotional tools used to generate support with wholesalers, distributor or retailers

34

Direct response

A marketing communications tool designed to communicate with consumers one on one and elicit a direct action either online or offline

35

Lead generation

The requests for additional information that result from direct response marketing

36

Traffic generation

The visits to a location or website that result from direct response marketing

37

Event marketing

The creation or involvement of a brand in an experience or occasion that will heighten its awareness, create positive associations, and generate desired response

38

Sponsorship

when an advertiser pays a fee in exchange for inclusion in an event involvement in its advertising opportunities, or exposure within the even itself

39

Personal selling

The two way flow of communication between a buyer and seller, often face to face or facilitated through communication devices, to influence an individual or group, purchase decision

40

Relationship selling

The practice of building long term loyalty from customers based on a sales persons attention and commitment to customer needs over time

41

Word of mouth marketing

the spread of positive messages about a product by listening to consumers identifying influential individuals that can spread the word, and making it easier for them to do so

42

Product placement

the inclusion of a product in a movie or tv program in return for payment

43

Branded entertainment

the creation of an entertainment program, such as a tv episode, that is highly focused on a brand in exchange for a payment

44

Search engine marketing (SEM)

includes the use of search engine optimization and pay per click advertising to market on search engines

45

Search engine optimization (SEO)

insuring that websites are written,indexed, and coded so that they are highly rated and ranked by the search engines

46

Micro-sites

promotional websites created for short term promotional purposes, often allowing consumers to enter contests and access promotional information

47

Corporate website

websites that provide corporate and brand information to consumers and the media

48

Affiliate marketing

When companies promote their businesses through a network f online associates (affiliates) to drive traffic, leads and purchases

49

Permission based e-mail

when a recipient chooses to receive email from a marketer

50

Spam

unsolicited e-mail

51

Push strategy

when marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers

52

Pull strategy

when marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a poduct

53

Customer advocacy funnel

a communications approach that takes consumers down a path of initial product awareness through to brand advocacy

54

Re-Targeted adds

display adds that add networks re direct to a computers I.P. address when a consumer previously clicked on an add but did not respond to its contents

55

Consumer touch points

the points of interaction that can be used to connect with consumers, including personal time in the home, shopping time, workplace situations, social situations, travel time, and even face to face product time

56

Promotional mix

the selection of promotional tools used to communicate with a target market