Marketing Chapter 16

Front 1

Marketing communications

Back 1

-also called "promotion"
-these involve marketer-initiated techniques directed to target audiences in an attempt to nfuence attitudes and behaviors.

Front 2

marketing communications mix

Back 2

the use of one or several of the marketing communications method: advertising, public relations, sales promotion, personal selling, and direct marketing communications.
-also called "promotional mix"

Front 3

permission marketing

Back 3

- occurs when customer grants the marketer permission to send regular updates of interest to the consumer

Front 4

advertising

Back 4

a nonpersonal, paid for by an aidentified sponsor, adn disseminated through mass channels of communications to promote the adoption of goods, services persons or ideas.

Front 5

public relations

Back 5

seeks to positively influence feelings, opinions, and beliefs about a company and its market offering to variety of publics, or stakeholders.

Front 6

publicity

Back 6

- a key aspect of public relations
- refers to non paid for communications about the company or product that appear in some media form, often the news media.

Front 7

sales promotion

Back 7

includes communications activities that provide extravalue or incentives to ultimate consumers, wholesalers, reatilers or aother organizational customers and that can stimulate immediate sales.

Front 8

personal selling

Back 8

involves interpersonal communication b/w a seller and a buyer to satisfy buyer needs to the mutual benefit of both parties.

Front 9

direct marketing communications

Back 9

a process of communicating directly with target customers to encourage response by telephone mail electronic means ro personal visit. Popular methods include direct mail, telemarketing directresponse broadcast advertising, online computer shopping services, infomercials..etc.

Front 10

integrated marketing communications (IMC)

Back 10

the strategic integration of multiple means of communicating with target markets to fomr a comprehensive consistent message.

Front 11

stealth marketing

Back 11

marketing communications whose intents is not as blatant as some forms of marketing communications.. such as advertising.

Front 12

sponsorship

Back 12

an investment in causes and events to support overall corporate objectives and marketing objectives

Front 13

communication

Back 13

the process of establishing shared meaning, exhcanging ideas, or passing info b/w a source and a receiver.

Front 14

receiver

Back 14

The intended target for any basic communication

Front 15

souce

Back 15

the marketer, or message sender of marketing communications.

Front 16

Message sponsor

Back 16

the organization attmepting to market its goods, services, ideas.

Front 17

message presenter

Back 17

the person who actually delivers the message.

Front 18

marketing communications message

Back 18

represents what the company is trying to convey about its products

Front 19

message channel

Back 19

is the means by which the message is conveyed.

Front 20

encoding

Back 20

the source does encoding by choosing the words, pics and other symbols used to transmit the intended message.

Front 21

decoding

Back 21

the processby which the receiver deciphers the meaning of the words, pics and other symbols used in the message.

Front 22

feedback

Back 22

the part of the recievers response that is communicated to the sender.

Front 23

noise

Back 23

any distraction or distortion during the communication process that prevents the message form being effectively communicated.

Front 24

marketing communications planning

Back 24

has seven key tasks: marketing plan review, situation analysis c, communications process analysis, budget development, program development, integration and implementation of the plan and monitoring, evaluation adn controlling the marketing comunications program.

Front 25

percentage of sales budgeting

Back 25

using the preceding year as a basis, a company can set its marketing communications budget as a percentage of sales.

Front 26

competitive parity budgeting

Back 26

setting marketing communications budgets to equal the percentage allocated by other companies in the industry.

Front 27

all you can afford bedgeting

Back 27

firms spend what they can afford, or some amount left over after covering other costs.

Front 28

objective task budgeting

Back 28

the most detailed, this approach sets the budget at the level necessary to achieve stimpulated marketing communiations objectives.

Front 29

explicit communications

Back 29

conveys a distinct clearly stated messagethrough personal selling, advertising, public relations, sales promotion, direct marketing, or some combo of these methods.

Front 30

implicit communications

Back 30

what the message connotes about he product itself, its price or the places it is sold.

Front 31

push strategy

Back 31

involves convincing intermediary channel members to push the product through the channel to the ultimate consumer.

Front 32

pull strategy

Back 32

attempts to get consumers to pull the product form the manufacturying company through the marketing channel.

Front 33

combination strategy

Back 33

aims marketing communications at both resellers adn ultimate consumers.

Front 34

deceptive advertising

Back 34

communication intended to misleadconsumers by making falst claims or failing to disclose importatn info. This is a major focus FTC(federal trade commission)

Front 35

comparative advertising

Back 35

compares one product with other products. FTC allows this. Comparative claims must be supported.