Marketing Final

Front 1

Integrated Marketing Communications (IMC):

Back 1

Promotion dimension of the 4Ps; encompasses various communication media in combination to provide clarity, consistency, and maximum impact.

Front 2

Sender:

Back 2

Firm that originates the IMC message; must be clearly identified to the intended audience.

Front 3

Transmitter:

Back 3

Agent or intermediary that helps sender develop marketing communications; for example, firm’s creative department or advertising agency.

Front 4

Encoding:

Back 4

Process of converting sender’s ideas into a message, which can be verbal, visual, or both.

Front 5

Communication Channel:

Back 5

The medium- print, broadcast, Internet- that carries a message.

Front 6

Receiver:

Back 6

Person who reads, hears, or sees and processes information contained in a message or advertisement.

Front 7

Decoding:

Back 7

Process by which receiver interprets sender’s message.

Front 8

Noise:

Back 8

Any interference that stems from competing messages, lack of message clarity, or flaw in the medium; a problem for all communication channels.

Front 9

Feedback Loop:

Back 9

Allows receiver to communicate with sender and thereby informs sender whether the message was received and decoded properly.

Front 10

AIDA Model:

Back 10

Common model of the serious of mental stages consumers encounter because of marketing communications: Awareness to Interests to Desire to Action.

Front 11

Lagged Effect:

Back 11

Delayed response to a marketing communication campaign.

Front 12

Advertising:

Back 12

A paid form of communication from an identifiable source, delivered through a communication channel, designed to persuade the receiver to take some action, now or in the future.

Front 13

Personal Selling:

Back 13

Two-way flow of communication between buyer and seller designed to influence the buyer’s purchase decision.

Front 14

Sales Promotions:

Back 14

Special incentives or excitement-building programs that encourage purchase, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

Front 15

Direct Marketing:

Back 15

Sales and promotional techniques that deliver promotional materials individually to potential customers.

Front 16

Public Relations:

Back 16

Organizational function that manages a firm’s communications to build and maintain a positive image, address unfavorable events, or promote positive media relationships.

Front 17

Cause-Related Marketing:

Back 17

Commercial activity in which businesses and charities partner to market an image, product, or service for their mutual benefit; a type of promotional campaign.

Front 18

Event Sponsorship:

Back 18

Popular PR tool; corporations support various activities (financially or otherwise), usually in cultural or sports and entertainment sectors.

Front 19

Blog (Web Log):

Back 19

Web page with periodic posts; corporate blogs are a new form of marketing communications.

Front 20

Objective-And-Task Method:

Back 20

IMC budgeting method that determines cost required to undertake tasks to accomplish communication objectives, choosing media, and determining costs.

Front 21

Rule-Of-Thumb Methods:

Back 21

Budgeting methods that base IMC budget on firm’s share of the market, a fixed percentage of forecasted sales, or what remains after budgeting operating costs and forecasted sales.

Front 22

Frequency:

Back 22

Measure of how often an audience is exposed to a communication within a specified period of time.

Front 23

Reach:

Back 23

Measure of consumers’ exposure to marketing communications; percentage of the target population exposed to a marketing communication at least once.

Front 24

Gross Rating Points (GRP):

Back 24

Measure used for various media advertising; equals reach x frequency.

Front 25

Web Tracking Software:

Back 25

Assesses how much time viewers spend on particular Web pages and the number of pages they view.

Front 26

Click-Through Tracking:

Back 26

Measure of how many times users click on banner advertising on Web sites.

Front 27

Online Couponing:

Back 27

Promotional Web technique in which consumers print a coupon and then redeem it in a store.

Front 28

Online Referring:

Back 28

Promotional Web technique in which consumers fill out a form and are referred to an offline dealer that offers the product or service of interest.

Front 29

Commercial Speech:

Back 29

Message with an economic motivation to promote a product or service, persuade someone to purchase, and so on.

Front 30

Noncommercial Speech:

Back 30

Message that does not have an economic motivation and therefore is fully protected under the First Amendment.

Front 31

Deceptive Advertising:

Back 31

Representation, omission, act, or practice that is likely to mislead consumers acting reasonably under the circumstances.

Front 32

Stealth Marketing:

Back 32

Strategy to attract consumers; promotional tactics deliver sales message unconventionally, often without target audience knowing the message has selling intent.

Front 33

Viral Marketing:

Back 33

Phenomenon that encourages people to pass along a marketing message to other potential consumers.