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30 Cards in this Set
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Integrated marketing communications (IMC) |
Represents the promotion dimension of the four P's; encompasses a variety of communication disciplines in combination to provide clarity, consistency, and maximum communicative impact |
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Three elements of IMC strategy |
Consumer, the channels through which the message is communicated, and the evaluation of the results of the communication |
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Sender |
The firm from which an IMC message originates. Must be clearly identified to the intended audience |
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Transmitter |
An agent with which the sender works to develop the marketing communications. Like an creative department or ad agency |
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Encoding |
The process of converting the sender's ideas into a message, which can be verbal, visual or both |
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Communication channel |
The medium that carries the message. (Print, broadcast, Internet) |
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Receiver |
The person who reads, hears or sees and processes the info contained in the message or ad |
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Decoding |
The process by which the receiver interprets the sender's message. |
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Noise |
Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium |
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Feedback loop |
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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AIDA model |
Awareness, Interest, Desire, Action |
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Brand awareness |
A potential customer's ability to recognize or recall that the brand name is a particular type or retailer or product/service. The strength of the link between the brand and what it sells in the consumers minds |
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Aided recall |
Occurs when consumers recognize a brand name that has been presented to them |
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Top of the mind awareness |
The highest level of awareness, occurs when consumers mention a specific brand name when they are asked about the product or service |
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Lagged effect |
A delayed response to a marketing communication campaign |
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Advertising |
A paid firm of communication from an identifiable source, delivered through a communication cyberpunk and designed to persuade the receiver to take some action |
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Public relations |
The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, etc |
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Sales promotions |
Are special incentives out excitement-building programs that encourage the purchase of a product |
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Personal selling |
The two-way flow of communication between a buyer and seller that is designed to influence the buyer's purchase decision |
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Direct marketing |
Sales and promotional techniques that delivers promotional materials individually |
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Social media |
Media content used for social interactions |
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Objective-and-task method |
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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Rule-of-thumb methods |
Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of sales, or what is left after other operating costs and forecasted sales have been budgeted |
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Frequency |
Measure of how often the audience is exposed to a communication within a specified time |
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Reach |
Measure of consumer's exposure to marketing communications |
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Gross rating points (GRP) |
Measure used for various media advertising. Is equal to reach x frequency |
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Search engine marketing (SEM) |
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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Impressions |
The number of times an advertisement appears in front of the user |
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Click-through-rate (CTR) |
The number of times a user clicks on an online ad divided by the number of impressions |
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Relevance |
In SEM, measure of useful an ad is to the consumer |
