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MKTG 3010 > Chapter 14 > Flashcards

Chapter 14 Flashcards

(55 cards)

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1
Q

promotion

A

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response

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2
Q

promotional strategy

A

a plan for the optimal use of the promotional mix elements: advertising, public relations, personal selling, and sales promotion

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3
Q

competitive advantage

A

one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors

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4
Q

communication

A

the process by which we exchange or share meanings through a common set of symbols

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5
Q

interpersonal communication

A

direct, face to face communication between two or more people

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6
Q

mass communication

A

involves communicating a concept or message to large audiences

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7
Q

sender

A

the originator of the message in the communication process

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8
Q

encoding

A

the conversion of the sender’s ideas and thoughts into a message, usually in the form of words or signs

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9
Q

channel

A

communication medium

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10
Q

noise

A

anything that interferes with, distorts, or slows down the transmission of information

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11
Q

receivers

A

customers

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12
Q

decoding

A

the interpretation of the language and symbols sent by the source through a channel

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13
Q

feedback

A

the receivers response to a message

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14
Q

corporate blogs

A

blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees

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15
Q

non-corporate blogs

A

independent blogs that are not associated with the marketing efforts of the company or brand

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16
Q

promotional mix

A

the combination of promotional tools including advertising, public relations, personal selling, and sales promotion used to reach the target market and fulfill the organization’s overall goals

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17
Q

informational promotion

A

increase awareness

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18
Q

persuasive promotion

A

encouraging brand switching

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19
Q

reminder promotion

A

reminding consumers that the product may be needed in the near future

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20
Q

public relations

A

the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in

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21
Q

personal selling

A

a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other

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22
Q

sales promotion

A

consists of all marketing activities other than personal selling, advertising, and public relations

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23
Q

promotional mix

Study These Flashcards
A

advertising, public relations, sales promotion, personal selling

24
Q

AIDA concept

Study These Flashcards
A

attention
interest
desire
action

25
integrated marketing communications(IMC)
the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
26
product life cycle promotion
intro - heavy advertising gain awarenes growth - less advertising differentiation maturity - less advertising reminding decline - almost none
27
pull strategy
a marketing strategy that stimulates consumer demands to obtain distributions
28
push strategy
strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
29
advertising
impersonal, one way mass communication about a product or organization that is paid for by a marketer
30
advertising response function
a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
31
institutional advertising
a form of advertising designed to enhance a company's image rather than promote a particular product
32
product advertising
a form of advertising that touts the benefits of a specific good or service
33
advocacy advertising
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
34
pioneering advertising
a form of advertising designed to stimulate primary demand for a new product or product category
35
competitive advertising
a form of advertising designed to influence demand for a specific brand
36
comparative advertising
directly or indirectly compares two or more competing brands on one or more specific attributes
37
advertising campaign
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
38
advertising objective
a specific communication task that a campaign should accomplish for a specified target audience during a specified period
39
advertising appeal
a reason for a person to buy a product
40
unique selling proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
41
medium
the channel used to convey a message to a target market
42
media planning
the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
43
cooperative advertising
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
44
infomercial
a 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch
45
advergaming
placing advertising messages in Web based or video games to advertise or promote a product, service, organization, or issue
46
media mix
the combination of media to be used for a promotional campaign
47
cost per contact
the cost of reaching one member of the target market
48
reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
49
frequency
the number of times an individual is exposed to a given message during a specific period
50
audience selectivity
the ability of an advertising medium to reach a precisely defined market
51
media schedule
designation of the media, the specific publications or programs, and the insertion dates of advertising
52
continuous media schedule
a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle
53
flighted media schedule
a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
54
pulsing media schedule
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
55
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

MKTG 3010 (32 decks)

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