Chapter 14 Flashcards
(47 cards)
Integrated Marketing Communications (IMC)
Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines
Sender
The firm from which an IMC message originates; the sender must be clearly identified to the intended audience
Deceptive Advertising
A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances
Transmitter
An agent or intermediary with which the sender works to develop the marketing communications
Encoding
The process of converting the sender’s ideas into a message
Communication Channel
The medium that carries the message
Receiver
The person who processes the information contained in the message
Decoding
The receiver interprets the sender’s message
Noise
Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels
Feedback Loop
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly
Objective-and-task method
An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives
Competitive Parity Method
A method of determining a communications budget in which the firm’s share of the communication expenses is in line with its market share
Percentage-of-sales method
A method of determining a communications budget that is based on a fixed percentage of forecasted sales
Affordable Method
A method of determining a communications budget based on what is left over after other operating costs have been covered
Unique Selling Proposition (USP)
A strategy of differentiating a product by communicating its unique attributes
Rational Appeal
Helps consumers make purchase decisions by offering factual information and strong arguments that encourage consumers to evaluate the brand on the basis of benefits it provides
Emotional Appeal
Aims tp satisfy consumer’s emotional desires rather than their needs
Media Planning
The process of evaluating and selecting the media mix that will deliver a clear, consistent, competing message to the intended audience
Media Mix
The combination of the media used and the frequency of advertising in each medium
Media Buy
The purchase of airtime or print pages
Mass Media
Channels that are ideal for reaching large numbers of anonymous audience members
Niche Media
Channels that are used to reach narrow segments
Advertising Schedule
Specifies the timing and duration of advertising
Continuous Advertising Schedule
Runs steadily throughout the year and is suited to products/services that are consumed continually
