Chapter 17 Marketing

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Advertising

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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

Back 2

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

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Occurs when consumers recognize a name (e.g., of a brand) that has been presented to them

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blog (Weblog)

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A Web page that contains periodic posts; corporate blogs are a new form of marketing communications.

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brand awareness

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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)

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The number of times a user clicks on an online ad divided by the number of impressions.

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communication channel

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The medium—print, broadcast, the Internet—that carries the message

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decoding

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The process by which the receiver interprets the sender's message.

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Direct Marketing

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Sales and promotional techniques that deliver promotional materials individually.

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Encoding

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The process of converting the sender's ideas into a message, which could be verbal, visual, or both.

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feedback loop

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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

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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)

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Measure used for various media advertising—print, radio, or television; GRP = reach × frequency.

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impressions

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The number of times an advertisement appears in front of the user.

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integrated marketing communications (IMC)

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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

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A delayed response to a marketing communication campaign.

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mobile marketing

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Marketing through wireless handheld devices.

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Noise

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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

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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

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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)

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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

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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

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The person who reads, hears, or sees and processes the information contained in the message or advertisement.

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relevance

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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)

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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

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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

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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)

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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

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The firm from which an IMC message originates; the sender must be clearly identified to the intended audience.

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social media

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Media content used for social interactions such as YouTube, Facebook, and Twitter.

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top-of-mind awareness

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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

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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.