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71 Cards in this Set
- Front
- Back
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Marketing
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The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
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Integrated Marketing Communications
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a strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospecs, employees, associates, and other targeted relevant external and internal audiences. The goal is to generate both short term financial returns and build long term brand and shareholder value.
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Advertising
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any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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Promotion
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The coordination of all seller initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea
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Direct Marketing
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A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.
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Direct Response Advertising
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a form of advertising for a product or service that elicits a sales response directly from the advertiser.
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Sales Promotion
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marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumers and can stimulate immediate sales.
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Publicity
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communications regarding an organization, product, service, or idea that is not directly paid for or run under identified sponsorship.
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Public Relations
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The management function that evaluates public attitudes, identifies the policies, and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.
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Marketing Plan
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A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand.
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Promotional Mix
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The tools used to accomplish an organization's communication's objective. The promotional mix includes advertising, direct marketing, sales promotion, publicity, public relations, and personal selling.
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Competitive Advantage
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something unique or special that a firm does or possesses that provides an advantage over its competitors.
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Market Segmentation
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The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
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80/20 Rule
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The principle that 80% of sales volume for a product or service is generate by 20% of the consumers.
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Target Marketing
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The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs directed to each.
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Positioning
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The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.
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Brand Equity
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The intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment of a company name, brand name, or trade mark.
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Promotional Pull Strategy
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A strategy in which advertising and promotion efforts are targeted at the ultimate consumers to encourage them to purchase the manufacturer's brand.
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Promotional Push Strategy
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A strategy in which advertising and promotional efforts are targeted to the trade to attempt to get them to promote and sell the product to the ultimate consumer.
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Communication
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The passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver.
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Communication Model
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(PAGE 146)
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Source
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the sender-person, group or organization- of the message.
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Encoding
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the process of putting thoughts, ideas, or information into a symbolic form. Forms of encoding are verbal (spoken word, written word, song lyrics), graphic, musical, or animation.
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Channel
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The method or medium by which communication travels from a source or sender to a receiver. Personal (personal selling/word of mouth) or non personal (print or broadcast media)
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message
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a communication containing information or meaning that a source wants to convey to a receiver.
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Decoding
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The process by which a message recipient transforms and interprets a message.
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Receiver
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The person or persons with whome the sender of a message shares thoughts or information
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Response
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The set of reactions the receiver has after seeing, hearing, or reading a message
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Noise
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extraneous factors that create unplanned distortion or interference in the communications process.
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Feedback
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part of the message recipient's response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received.
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Semiotics
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the study of the nature of meaning
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Hierarchy of Effects Model
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a model of the provess by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption.
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Elaboration Likelihood Model
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A model that identifies two processes by which communications can lead to persuasion. The central route views a message recipient as very actve and involved in the communications process and as having the ability and motivation to attend to and process a message. The peripheral route is when the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaging in detailed cognitive processing.
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Source Credibility
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The extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue. (Ethical, knowledgeable, skillful, believable, honest, unbiased, experiences, trustworthy).
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Q Rating
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The percentage of those who say "one of my favorites" divided by the percentage who have heard of him or her.
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fear appeals
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an advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in, or not engaging in, a particular behavior. May stress physical danger or threats to health. May identify social threates (disapproval or rejection). May backfire if the threat is too high.
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comparative advertising
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the process of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison in one or more specific attributes or characteristics. May be especially useful for new brands, often used for brands with small market share
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Advertsing appeals
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Comparative ads, fear appeals, humor appeals. May appeal to the feelings and emotions of consumers or to the logical rational minds of consumers. May also appeal to both!
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Humor appeals
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they can attract and hole attention, they are often the best remembered, they put the consumer in a positive mood. See Chart in slides, page 11 chapter 6)
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Primacy effect
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the theory that the first information presented in the message will be the most likely to be remembered
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Recency effect
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the theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.
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Communication objectives
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Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, image, attitudes, preferences, or purchase intention. Derived from the overall marketing plan. More narrow than marketing objectives. Based on particular communications tasks, designed to deliver appropriate messages, focused on a specific target audience.
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marketing objectives
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Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability. Generally stated in the firm's marketing plan, achieved through the overall marketing plan, quantifiable, such as sales, market share, ROI, to be accomplished in a given period of time, must be realistic and attainable to be effective.
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sales objectives
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Increased market share, increased sales, brand extensions. Influenced by competition, technology, the economy, product wuality, price, dristribution, advertising and promotion.
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DAGMAR
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An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives developed by Russell Colley. Pros: Focus on communications objectives, measurement of stages, better understanding of goals and objectives, less subjective. Cons: relies heavily on the response hierarchy, may not increase sales, practicality and scost, inhibition of creativity.
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Top Down Budgeting
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Budgeting approaches in which the budgetary amount is established at the executive level and monies are passed down to the various departments. Includes afforable method, arbitrary allocation, percentage of sales, competitive parity, and return on investmet.
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Bottom Up Budgeting
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Promotion objectives are set, activities needed to achieve objectives are planned, costs of promotion activities are budgeted, total promotion budget is approved by top management.
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Affordable Method
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a method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation
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Percentage of Sales Method
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A budget method in which the advertising and/or promotions budget is set based on a percentage of sales of the product.
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creative strategy
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a determination of what an advertising message will say or communicate to a target audience. Target audience identity, basic problem issue or opportunity, major selling idea or key benefit, any supportive information.
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Advertising creativity
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the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
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The Creative Process
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Immersion, digestion, incubation, illumination, verification
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immersion
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get raw material and data, and immerse yourself in the problem
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Digestion
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take the information, work it over, wrestle with it in your mind
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Incubation
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Turn the information over to the subconscious to do the work
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Illumination
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Eureka! I have it! Phenomenon
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Verification
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Study the idea, evaluate it, reshape it for practical usefulness.
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Account Planning
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The process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.
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Qualitative Research Methods
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Focus groups and ethnographic research.
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Focus Group
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A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
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Advertising Campaign
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a comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
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Storyboard
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a series of drawings used to present the visual plan or layout of a proposed commercial.
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Copy Platform
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A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea, or key benefits to communicate, campaign theme or appeal, and supporting information or requirements.
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Unique Selling Proposition (USP)
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An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.
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Information/Rational Appeals
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Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand. Feature (forcus on dominant traits of the product), competitive (makes comparisons to other brands), price (makes price offer the dominant point), news (news announcement about the product), popularity (stresses the brand's popularity).
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Emotional Appeal
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advertising messages that appeal to consumers' feelings and emotions.
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Transformational Appeal
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an ad that associates the experience of using the advertising brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.
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Teaser Advertising
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an ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
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Straight Sell Advertising
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relies on a straightforward presentation of information concerning the product or service. Often used with informational appeals. Commonly used in print ads.
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Testimonial Advertising
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a personal praises the product or service on the basis of his or her personal experience with it. Very effective when the source is someone with whom the target audience can identify.
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Advertising appeal
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the basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause
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