Marketing

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advertising

Back 1

Paid, nonpersonal communication regarding goods, services, organizations, people, places, and ideas that is transmitted through various media by business firms, government and other nonprofit organizations, and individuals who are identified in the advertising message as sponsors.

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all-you-can-afford method

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A promotional budget method in which a firm first allots funds for every element of marketing except promotion; remaining marketing funds go to the promotion budget.

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audience

Back 3

The object of a source's message in a channel of communication.

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cease-and-desist order

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A consumer-protection legal concept that requires a firm to discontinue a promotion practice that is deemed deceptive and modify a message accordingly.

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channel of communication (communication process)

Back 5

The mechanism by which a source develops a message, transmits it to an audience via some medium, and gets feedback from the audience.

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comparative messages

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Implicitly or explicitly contrast a firm's offerings with those of competitors.

Front 7

competitive parity method

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A method by which a firm's promotion budget is raised or lowered according to competitors' actions.

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corrective advertising

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A consumer-protection legal concept that requires a firm to run new ads to correct the false impressions left by previous ones.

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decoding

Back 9

The process in a channel of communication by which a message sent by a source is interpreted by an audience.

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distributed promotion

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Communication efforts spread throughout the year.

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encoding

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The process in a channel of communication whereby a thought or idea is translated into a message by the source

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feedback (channel of communication)

Back 12

The response an audience has to a message.

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full disclosure

Back 13

A consumer-protection legal concept that requires that all data necessary for a consumer to make a safe and informed decision be provided in a promotion message.

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hierarchy-of-effects model

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Outlines the sequential short-term, intermediate, and long-term promotion goals for a firm to pursue–and works in conjunction with the consumer's decision process.

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incremental method

Back 15

A promotional budget method in which a firm bases a new budget on the previous one. A percentage is added to or subtracted from this year's budget to determine next year's.

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institutional advertising

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Used when the advertising goal is to enhance company image–and not to sell specific goods or services.

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integrated marketing communications (IMC)

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Recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines–advertising, public relations, personal selling, and sales promotion–and combines them to provide clarity, consistency, and maximum communication impact.

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marginal return

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The amount of sales each increment of promotion spending will generate.

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massed promotion

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Communication efforts that are concentrated in peak periods, like holidays.