Chapter 13: Promotion 1:advertising And Sales Promotion

Front 1

Integrated Marketing Communication (IMC)

Back 1

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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Multichannel Promotional Strategy

Back 2

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

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Word of Mouth Communication

Back 3

When consumers provide information about products to other consumers.

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Communication Model

Back 4

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

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Source

Back 5

An organization or individual that sends a message.

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Encoding

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

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Message

Back 7

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

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Medium

Back 8

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

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Receiver

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The organization or individual that intercepts and interprets the message.

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Decoding

Back 10

The process by which a receiver assigns meaning to the message.

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Noise

Back 11

Anything that interferes with effective communication.

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Feedback

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Receivers' reactions to the message.

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Promotion Mix

Back 13

The total set of all products a firm offers for sale.

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Mass Communication

Back 14

Relates to TV, radio, magazines, and newspapers.

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Hierarchy of Effects

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

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Top - Down - Budgeting Techniques

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

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Percentage - of - Sales Method

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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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Competitive - Parity Method

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

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Bottom - Up Budgeting Techniques

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

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Objective - Taks Method

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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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Push Strategy

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

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Pull Strategy

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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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Advertising

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Nonpersonal communication from an identified sponsor using the mass media

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Authenticated Streaming

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The use of an Internet enabled device, like a tablet or smart phone, to stream content from a cable or satellite provider.

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Product Advertising

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Advertising messages that focus on a specific good or service.

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Institution Advertising

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Advertising messages that promote the activities, personality, or point of view of an organization or company.

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Corporate advertising

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Advertising that promotes the company as a whole instead of a firm's individual products.

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Advocacy Advertising

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A type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome.

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Public Service Advertisements (PSAs)

Back 29

Advertising run by the media for not-for-profit organizations or to champion a particular cause without charge.

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Advertising Campaign

Back 30

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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Limited Service Agency

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An agency that provides one or more specialized services, such as media buying or creative development.

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Full Service Agency

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An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages.

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Account Executive

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A member of the account management department who supervises the day to day activities of the account and is the primary liaison between the agency and the client.

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Account Planner

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A member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising.

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Creative Services

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The agency people (creative director, copywriters, and art director) who dream up and produce the ads.

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Research and Marketing Services

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The advertising agency department that collects and analyzes information that will help account executives develop a sensible strategy and assist creative in getting consumer reaction to different versions of ads.

Front 37

Media Planners.

Back 37

Agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad

Front 38

User-Generated Content (UGC) or Consumer-Generated Media (CGM)

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Online consumer comments, options, advice, and discussions, review photos, images, videos, podcasts, webcasts, and product, created stories available to consumers.

Front 39

Do It Yourself (DIY) ads

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Product ads that are created by consumers.

Front 40

Crowdsourcing

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A practice in which firms outsource marketing activities (such as selecting an ad) to a community of users.

Front 41

Corrective Advertising

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Advertising that clarifies or qualifies previous deceptive advertising claims.

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Puffery

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Claims made in advertising of product superiority that cannot be proven true or untrue.

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Greenwashing

Back 43

A practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit.

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Pay per Gaze

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A new method of charging advertisers that assess a fee every time a viewer looks at an image in an online message.

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Creative Strategy

Back 45

The process that turns a concept into an advertisement.

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Creative Brief

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A guideline or blueprint for the marketing communication program that guilds the creative process.

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Advertising Appeal

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The central idea or theme of an advertising message.

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Unique Selling Proposition (USP)

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An advertising appeal that focuses on one clear reason why a particular product is superior.

Front 49

Reminder Advertising

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Advertising aimed at keeping the name of a brand in people's minds to be sure consumers purchase the product as necessary.

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Teaser or Mystery Advertising

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Ads tha generate curiosity and interest in a "to be introduced" product by drawing attention to an upcoming ad campaign without mentioning the product.

Front 51

Execution Format

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The basic structure of the message, such as comparison, demonstration, testimonial, slice of life, and lifestyle.

Front 52

Tonality

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The mood or attitude the the message conveys (straightforward, humor, dramatic, romantic, sexy, and apprehension/fear).

Front 53

Jingles

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Original words and music written specifically for advertising executions.

Front 54

Slogans

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Simple, memorable linguistic devices linked to a brand.

Front 55

Pretesting

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A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media.

Front 56

Media Planning

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The process of developing media objectives, strategies, and tactics for use in advertising campaign.

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Digital Media

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Media that are digital rather than analog, including websites, mobile or cellular phones, and digital video, such as youtube.

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Owned Media

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Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by an advertiser.

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Paid Media

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Internet media, such as display ads, sponsorship, and paid key word searches, that are paid for by an advertiser.

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Earned Media

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Word of mouth buzz using social media where the advertiser has no control

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Banners

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Internet advertising in the form of rectangular graphics at the top or bottom of Web pages.

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Buttons

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Small banners-type advertisements that can be placed anywhere on a Web page.

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Pop-up ad

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An advertisement that appears on the screen while a Web page loads or after it has loaded.

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Search Engines

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Internet programs that search for documents with specified key words

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Spam

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The use of electronic media to send unsolicited messages in bulk.

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Permission Marketing

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E-mail advertising in which online consumers have the opportunity to accept or refuse the unsolicited email.

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Mobile Advertising

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A form of advertising that is communicated to the consumer via a handset.

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Video Sharing

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Uploading video recordings on to Internet sites such as youtube so that thousands or even millions of other Internet users can see them.

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Vlogs

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Video recording shared on the Internet.

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Brand Entertainment, embedded marketing, or product placement

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A form of advertising in which marketers integrate products into entertainment venues.

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Advergaming

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Brand placements in video games.

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Native Advertising

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An execution strategy that mimics the content of the website where the message appears

Front 73

Support Media

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Media such as directories or out-of-home media that may be used to reach people who are not reached by mass-media advertising.

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Out-of-home Media

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Communication media that reach people in public places.

Front 75

Digital Signage

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Out-of-home media that use digital technology to change the message at will.

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Place Based Media

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Advertising media that transmit messages in public places, such as doctors' offices and airpots, where certain types of people congregate.

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Media Schedule

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The plan that specifies the exact media to use and when to use it.

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Reach

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The percentage of the target market that will be exposed to the media vehicle.

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Frequency

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The average number of times a person in the target group will be exposed to the message.

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Gross Rating Points (GRPs)

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A measured use for comparing the effectiveness of different media vehicles: average reach * frequency.

Front 81

Cost per Thousand (CPM)

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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.

Front 82

Posttesting

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Research conducted on consumers' responses to actual advertising messages they have seen or heard.

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Unaided Recall

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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.

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Aided Recall

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A research technique that uses clues to prompt answers from people about advertisements they might have seen.

Front 85

Attitudinal Measures

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A research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it.

Front 86

Sales Promotion

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Programs designed to build interest in or encourage purchase a product during a specified period.

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Rebates

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Sales promotions that allow the customer to recover part of the product's cost from the manufacturer.

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Frequency Programs

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Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs.

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Premiums

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Items offered free to people who have purchased a product.

Front 90

Product Sampling

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Distributing free trial-size version of a product to consumers.

Front 91

Trade Sales Promotions

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Promotions that focus on members of "trade," which include distribution channel members, such as retail salespeople or wholesale distributors, that firm must work with in order to sell its products.

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Merchandising Allowance

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Reimburses the retailer for in-store support of the product.

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Case Allowance

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A discount to the retailer or wholesaler based the volume of product ordered.

Front 94

Co-op Advertising

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A sales promotion where the manufacturer and the retailer share the cost.

Front 95

Trade Shows

Back 95

Even at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts.

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Promotional Products

Back 96

Goods such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners, such as retailers and vendors.

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Point-of-purchase (POP) Display

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In-store displays and signs.

Front 98

Push Money

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A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling a product.

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Continuous Schedule

Back 99

Maintains a steady stream of advertising throughout the year. This is most appropriate for products we buy regularly throughout the year.

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Pulsing Schedule

Back 100

Varies the amount of advertising throughout the year based on when the product is likely to be in demand.

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Flighting

Back 101

An extreme form of pulsing, in which advertising appears in short, intense bursts alternating with periods of little to no activity.

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Forward Buying

Back 102

Firms that purchase large quantities of the product during a discount period, warehouse them, and don't buy them again until the manufacturer offers another discount.

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Diverting

Back 103

This describes an ethically questionable practice where the retailer buys the product at the discounted promotional price and warehouses it. then, after the promotion has expired, the retailers sells the hoarded inventory to other retailers at a price that is lower then the manufacturer's non discount price.