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