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Marketing Exam #3 > Chapter 13 > Flashcards

Chapter 13 Flashcards

1
Q

Integrated Marketing Communication

A

A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

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2
Q

Multichannel Promotion Strategy

A

A marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities

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3
Q

Communication Model

A

The process whereby meaning is transferred from a source to a receiver

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4
Q

Source

A

An organization or individual that sends a message

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5
Q

Encoding

A

The process of translating an idea into a form of communication that will convey meaning

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6
Q

Message

A

The communication in physical form that goes from a sender to a receiver

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7
Q

Medium

A

A communication vehicle through which a message is transmitted to a target audience

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8
Q

Receiver

A

The organization or individual that intercepts and interprets the message

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9
Q

Decoding

A

The process by which a receiver assigns meaning to the message

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10
Q

Noise

A

Anything that interferes with effective communication

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11
Q

Feedback

A

Receivers’ reactions to the message

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12
Q

Promotion Mix

A

The total set of all products a firm offers for sale

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13
Q

Mass Communication

A

Relates to TV, radio, magazines, and newspapers

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14
Q

Hierarchy of Effects

A

A series of steps prospective customers move through, from initial awareness of a product to brand loyalty

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15
Q

Top Down Budgeting Techniques

A

Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication

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16
Q

Percentage of Sales Method

A

A method for promotion budgeting that is based on a certain percentage of either last year’s sales or estimates of the present year’s sales

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17
Q

Competitive Parity Method

A

A promotion budgeting method in which an organization matches whatever competitors are spending

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18
Q

Bottom Up Budgeting Techniques

A

Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them

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19
Q

Objective Task Method

A

A promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotion efforts it will take to meet these goals

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20
Q

Push Strategy

A

The company tries to move its products through the channel by convincing channel members to offer them

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21
Q

Pull Strategy

A

The company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items

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22
Q

Advertising

A

Nonpersonal communication from an identified sponsor using the mass media

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23
Q

Advertising Campaign

A

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

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24
Q

User Generated Content Ads (Consumer Generated Content)

A

Marketing content and activities created by consumers and users of a brand such as advertisements, online reviews, blogs, social media, input to new product development or serving as wholesalers or retailers. online reviews, blogs, and social media

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25
Creative Strategy
The process that turns a concept into an advertisement
26
Unique Selling Proposition
An advertising appeal that focuses on one clear reason why a particular product is superior
27
Reminder Advertising
Advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary
28
Execution Format
The basic structure of the message, such as comparison, demonstration, testimonial, slice of life, and lifestyle
29
Comparative Advertising
Advertising that compares one brand with a second named brand
30
Slice of Life Advertising
A slice-of-life ad presents a (dramatized) scene from everyday life
31
Lifestyle Advertising
Lifestyle ads show a person(s), attractive to the target market, in an appealing setting with the advertised product as “part of the scene,” implying that the person who buys it will attain the lifestyle
32
Testimonial Advertising
See PPT.
33
Tonality
The mood or attitude the message conveys (straightforward, humor, dramatic, romantic, sexy, and apprehension/fear)
34
Fear Appeals
Advertisements that highlight the negative consequences of not using a product by either focusing on physical harm or social disapproval
35
Pretesting
A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
36
Media Planning
The process of developing media objectives, strategies, and tactics for use in an advertising campaign
37
Unaided Recall
A research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand
38
Aided Recall
A research technique that uses clues to prompt answers from people about advertisements they might have seen
39
Branded Entertainment (Product Placement)
A form of advertising in which marketers integrate products into entertainment venues
40
Digital Media
Media that are digital rather than analog, including websites, mobile or cellular phones, and digital video, such as YouTube
41
Owned Media
Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by an advertiser
42
Paid Media
Internet media, such as display ads, sponsorships, and paid key word searches, that are paid for by an advertiser
43
Earned Media
Word-of-mouth or buzz using social media where the advertiser has no control
44
Banners
Internet advertising in the form of rectangular graphics at the top or bottom of web pages
45
Pop Up Ad
An advertisement that appears on the screen while a web page loads or after it has loaded
46
Spam
The use of electronic media to send unsolicited messages in bulk
47
Search Engines
Internet programs that search for documents with specified key words
48
Search Engine Marketing
Search marketing strategy in which marketers pay for ads or better positioning
49
Sponsored Search Ads
Paid ads that appear at the top or beside the Internet search engine results
50
Mobile Advertising
A form of advertising that is communicated to the consumer via a handset
51
Text Message Advertising
Delivering ads to consumers as mobile phone text messages
52
Media Schedule
The plan that specifies the exact media to use and when to use it
53
Reach
The percentage of the target market that will be exposed to the media vehicle
54
Frequency
The average number of times a person in the target group will be exposed to the message
55
Gross Rating Points (GRPs)
A measure used for comparing the effectiveness of different media vehicles: average reach × frequency
56
Cost Per Thousands (CPM)
A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes
57
Sales Promotion
Programs designed to build interest in or encourage purchase of a product during a specified period
58
Rebates
Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer
59
Frequency Programs
Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs
60
Premiums
Items offered free to people who have purchased a product
61
Product Sampling
Distributing free trial-size versions of a product to consumers
62
Trade Sales Promotion
Promotions that focus on members of the “trade,” which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products
63
Merchandising Allowances
Reimburses the retailer for in-store support of the product
64
Point of Purchase Displays
In-store displays and signs
65
Push Monkey
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

Marketing Exam #3 (5 decks)

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