International Marketing Ch 13

Front 1

international promotional mix

Back 1

The different modes of communication with international consumers about products and services, using international advertising, international sales force management, international sales promotion, public relations, and publicity.

Front 2

international communication process

Back 2

The communication process that takes place between the product sponsor and the international target market.

Front 3

sender

Back 3

The sponsor of an advertisement, usually represented by an advertising agency, who encodes the message into words and images and communicates it to the target market.

Front 4

channel of communication

Back 4

The medium used to communicate a message about a product to the consumer.

Front 5

medium/media

Back 5

The channel(s) of communication that a company uses to send to the target consumer a message about its product or services.

Front 6

receiver

Back 6

The target market that receives the advertising message from a sender.

Front 7

nonpersonal medium

Back 7

A channel of communication such as a print medium, a broadcast medium, or an interactive medium that does not involve contact between the seller and the consumer.

Front 8

print medium

Back 8

A nonpersonal channel of communication such as a newspaper, magazine, billboard, pamphlet, or pointof - purchase display.

Front 9

broadcast medium

Back 9

A nonpersonal channel of communication such as television or radio.

Front 10

interactive medium]

Back 10

A nonpersonal channel of communication such as a Web page or a computer terminal on the retailer’s premises.

Front 11

personal medium

Back 11

A communication channel that involves contact between the seller and the consumer.

Front 12

telemarketing

Back 12

A personal channel of communication that involves a salesperson calling on consumers.

Front 13

noise

Back 13

All the potential interference in the communication process.

Front 14

feedback

Back 14

Information regarding the effectiveness of a company’s message.

Front 15

encoding

Back 15

The process whereby the advertiser puts the company’s message about the product into words and images that are aimed at the target consumer.

Front 16

decoding

Back 16

The process whereby the target consumer receives the message from the advertiser and translates it into meaningful information.

Front 17

media infrastructure

Back 17

The media vehicles and their structure in an international target market.

Front 18

media availability

Back 18

The extent to which media are available to communicate with target consumers.

Front 19

media reliability

Back 19

The probability of the media to air advertising messages on time, at an acceptable quality, and with the agreed on frequency.

Front 20

media restrictions

Back 20

Legal or self - imposed restrictions on the types and the number of advertisements aired or published.

Front 21

billboards

Back 21

Advertisements in public areas appearing on large posters or electronic panels.

Front 22

infomercials

Back 22

Long television advertisements (one - half to one full hour in length) that are positioned as programming.

Front 23

television shopping networks

Back 23

Cable channels that sell products to a television audience.

Front 24

product placement

Back 24

The strategy of placing brands in movies with the purpose of promoting the products to viewers.

Front 25

standardization of the advertising strategy

Back 25

The process of globalizing a company’s promotional strategy so that it is uniform in all its target markets.

Front 26

adaptation of the advertising strategy

Back 26

The act of changing a company’s promotional mix to each country or market or creating local campaigns.

Front 27

objective - and - task method

Back 27

An advertising budgeting method in which the company irst identiies advertising goals, conducts research to determine the cost of achieving the respective goals, and allocates the necessary sum for the purpose.

Front 28

percent - of - sales method

Back 28

An advertising budgeting method that determines the total budget allocated to advertising on the basis of past or projected sales.

Front 29

historical method

Back 29

An approach to budgeting that is based on past expenditures, usually giving more weight to more recent expenditures.

Front 30

competitive - parity method

Back 30

The strategy of using competitors’ level of advertising spending as a benchmark for the company’s own advertising expenditures.

Front 31

executive - judgment method

Back 31

A budgeting process that allocates the company’s advertising budget based on the opinions of executives.

Front 32

all - you - can - afford method

Back 32

The process of allocating the maximum amount possible to advertising; this method is used by small and mediumsized corporations.