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32 Cards in this Set
- Front
- Back
Advertising |
A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. |
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AIDA model |
A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action. |
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aided recall |
Occurs when consumers recognize a name (e.g., of a brand) that has been presented to them |
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blog (Weblog) |
A Web page that contains periodic posts; corporate blogs are a new form of marketing communications. |
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brand awareness |
Def: Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers. |
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click-through rate (CTR) |
The number of times a user clicks on an online ad divided by the number of impressions. |
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communication channel |
The medium—print, broadcast, the Internet—that carries the message |
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decoding |
The process by which the receiver interprets the sender's message. |
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Direct Marketing |
Sales and promotional techniques that deliver promotional materials individually. |
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Encoding |
The process of converting the sender's ideas into a message, which could be verbal, visual, or both. |
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feedback loop |
Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. |
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frequency |
Measure of how often the audience is exposed to a communication within a specified period of time |
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gross rating points (GRP) |
Measure used for various media advertising—print, radio, or television; GRP = reach × frequency. |
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impressions |
The number of times an advertisement appears in front of the user. |
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integrated marketing communications (IMC) |
Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media—in combination to provide clarity, consistency, and maximum communicative impact. |
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lagged effect |
A delayed response to a marketing communication campaign. |
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mobile marketing |
Marketing through wireless handheld devices. |
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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 |
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objective-and-task method |
An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs. |
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personal selling |
The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. |
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public relations (PR) |
The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. |
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reach |
Measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once. |
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receiver |
The person who reads, hears, or sees and processes the information contained in the message or advertisement. |
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relevance |
In the context of search engine marketing (SEM), it is a metric used to determine how useful an advertisement is to the consumer. |
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return on investment (ROI) |
The amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is (the sales revenue generated by the ad – the ad's cost) ÷ the ad's cost. |
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rule-of-thumb methods |
Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted. |
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sales promotions |
Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays. |
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search engine marketing (SEM) |
A type of Web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine. |
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Sender |
The firm from which an IMC message originates; the sender must be clearly identified to the intended audience. |
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social media |
Media content used for social interactions such as YouTube, Facebook, and Twitter. |
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top-of-mind awareness |
A prominent place in people's memories that triggers a response without them having to put any thought into it. |
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transmitter |
An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency. |