Ch. 15

Front 1

Why is integrated marketing communications important?

Back 1

recognizing all contact points where the customer may encounter the company and its brands

Front 2

What are brand contacts

Back 2

contact points between the company and its brands

Front 3

WHat is integrated marketing communication?

Back 3

Integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Front 4

what does IMC involve?

Back 4

1. identifying the target audience
2. Shaping a well-coordinanted promotional program to obtain the desired audience response

Front 5

What are major factors affecting change toward segmented marketing?

Back 5

1. shift from mass marketing
2. Improvements in IT

Front 6

who are opinion leaders?

Back 6

people within a reference group, who because of their special skills, knowledge, and or other characteristics, exerts social influence on others

Front 7

What is buzz marketing?

Back 7

involves cultivating opinion leaders and getting them to spread info about a product or service to others in their communities

Front 8

what is a push strategy?

Back 8

pushing the product to consumers by inducing channel members to carry the product and promotoe it to final consumers

Front 9

what is a pull strategy?

Back 9

when the producer directs its marketing activites toward final consumers to induce them to buy the product and create demand from channel members

Front 10

what promotion tools are involved in making a brand message?

Back 10

1. advertising
2.Personal selling
3. Public relations
4. Direct marketing
5. Sales Promotion

Front 11

what steps are involved in developing effective communication?

Back 11

1. identify the target audience
2. Determine the commuication objectives
3. design the message
4. Choose the media
5. Select the message source
6. Collect feedback

Front 12

marketers and the communication process, what must they understand

Back 12

they may not share their consumer's field of experience, but must understand the consumer's field of experience

Front 13

under communication, what is the creative strategy difference between informational and transformational appeal?

Back 13

info: elaborates on attributes or benefits
transformational: elaborates on non-product related benefit or image

Front 14

What are factors that are the underlying source of credibility?

Back 14

1. expertise
2. trustworthiness
3. likeability

Front 15

WHat is the communication process loop?

Back 15

1. sender
then encoding occurs
then the message via media
then decoding
by the receiver
then response
then feedback
back to sender
in middle there is noise

Front 16

what is the AIDA model?

Back 16

the way to design a message.
1. get Attention
2. hold Interest
3. arouse Desire
5. obtain Action

Front 17

in developing effective communication, what is message content?

Back 17

it is an appeal or theme that will produce the desired response and can be rational, emotional or moral

Front 18

what is the promotion mix?

Back 18

the communication tools a company uses to pursue its advertising and marketing objectives

Front 19

Before all other stages the communicator using the buyer readiness stages must first build what?

Back 19

Awareness

Front 20

today, marketers are moving toward viewing communications as managing the ___ over time

Back 20

customer relationship

Front 21

what is a field of experience

Back 21

what the sender and receiver must have so they can apply the message

Front 22

what are the six elements required for communication to occur?

Back 22

1. source
2. channel of comunication
3. message
4. encode
5. decode
6. receiver

Front 23

what are promotional elements counted under mass selling?

Back 23

1. advertising
2. PR
3. sales promotion

Front 24

What uses customized interaction?

Back 24

personal selling and direct marketing

Front 25

what is advertising

Back 25

PAID and nonPERSONAL communication

Front 26

what is a pro about advertisitn?

Back 26

can control what it says and and when and how often and whom the message is sent

Front 27

what are advantages to personal selling?

Back 27

reduces the amount of wasted coverage. also feedback can occur. however, different sales people can change the message so there is no consistency and also there is a high cost. cost per contact basis, it is the most expensive of the five

Front 28

publicity, how is it different from advertising?

Back 28

it is indirectly paid, and with publicity, the company does not pay for space in a mass medium, but tries to get the medium to run favorable stories on the company.

Front 29

What is an advantage of publicity?

Back 29

Credibility, disadvantage is the lack of control

Front 30

Sales promotion, pro and con

Back 30

pro: it is shaort term that stimulates sales like coupons. however, it cannot be the sole basis for a campaign and needs to be backed by something like advertising.

Front 31

what is direct marketing?

Back 31

uses direct communication to generate a response and has been the FASTEST growing forms of promotion.

Front 32

Disadvantage of direct marketing:

Back 32

1. need up to date database of the target market, and can be expensive and time consuming

Front 33

what is the product life cycle?

Back 33

1. introduction
2. growth
3. maturity
4. decline

Front 34

what are some push strategies?

Back 34

1. sales promotions, such as case discount allowances
2. incentives for meeting sales goal

Front 35

Ask your doctor if zeta is right for you is a what strategy?

Back 35

pull strategy

Front 36

what are the steps involved in making a successful IMC program?

Back 36

1. developing
2. executing
3. assessing the promotion

Front 37

What are steps involved in developing an IMC program?

Back 37

1. identify the target audience
2. specify promotion objective
3. Setting the promotion budget
4. Selecting the right promotional tools
5. designing the promotion
6. scheduling the promotion

Front 38

What is the hierarchy of effects of promotion ?

Back 38

1. awareness
2. interest
3. evaluation
4. trial
5. adoption

Front 39

what are ways to set the promotion budget?

Back 39

1. Percentage of sales
2. competitive parity
3. all you can afford
4. objective and task

Front 40

what is the most popular form of direct marketing?

Back 40

email; internet is growing in popularity

Front 41

what is the value of direct marketing?

Back 41

there are many various forms of direct marketing

Front 42

What are direct orders:

Back 42

result of direct marketing offers taht contain all the info necessary for a potential buyer to make a decision to purchase and complete the transaction

Front 43

what is data protection directive?

Back 43

the EU passed a consumer privacy law for marketing privacy.