Mkt 233 Ch. 1

Front 1

brand or product manager

Back 1

the individual who manages a specific brand or line of products for the client company.

Front 2

creatives

Back 2

the people who develop the actual advertisements and promotional materials.

Front 3

communication

Back 3

can be defined as transmitting, recieving, and processing information.

Front 4

senders

Back 4

(shoe example) companies that manufacture and sell shoes.

Front 5

encoding

Back 5

2nd step in communication process: A creative takes the idea and transforms it into attention-getting advertisements designed for various media (tv, magazines, internet, and others)

Front 6

transmission devices (vehicles)

Back 6

when a channel or medium delivers the message.

Front 7

decoding

Back 7

occurs when the message reaches one or .more of the reciever's senses

Front 8

recievers

Back 8

the people (customers) recieving the message; hopefully the intended message.

Front 9

noise

Back 9

anything that distorts or disrupts a message.

Front 10

clutter

Back 10

most common form of noise
-8 min of commercials per half hour of tv
-newspapers jammed with ads
-endless barrage of billboards on a street.
-websites loaded with commercials.

Front 11

feedback

Back 11

takes the form of purchases, inquiries, complaints, questions, visits to the store, blogs, and website hits.

Front 12

integrated marketing communications

Back 12

the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on customers and other stakeholders at a minimal cost.

Front 13

four stages in cultivating an IMC program (stage 1)

Back 13

identify, coordinate, and manage all forms of marketing communications.

Front 14

four stages in cultivating an IMC program (stage 2)

Back 14

communications are examined from perspectives of customers.

Front 15

four stages in cultivating an IMC program (stage 3)

Back 15

apply information technologies to the IMC program.

Front 16

four stages in cultivating an IMC program (stage 4)

Back 16

customer data and insights used in corporate strategic planning.

Front 17

situational analysis

Back 17

the process of examining factors from the organization's internal and external environments.

Front 18

marketing objectives

Back 18

includes targets such as higher sales, an increase in market share, a new competitive position, or desired customer actions, such as visiting the store and making purchases.

Front 19

marketing strategies

Back 19

apply to all the ingredients of the marketing mix, plus any positioning, differentiation, or branding strategies.

Front 20

marketing tactics

Back 20

guide the day-to-day activities necessary to support marketing strategies.

Front 21

brand parity

Back 21

when consumers believe that most brands offer the same set of attributes.

Front 22

contact points

Back 22

the places where customers interact with or acquire additional information from a company.

Front 23

standardization

Back 23

the idea was to standardize the product and message across countries.

Front 24

adaptation

Back 24

products and marketing messages were designed for and adapted to individual countries.

Front 25

Factors Affecting the Value of IMC programs.

Back 25

1) development of information technology.
2) Changes in channel power
3) Increase in competition
4) maturing markets (growth may mean taking away customers from competitor)
5) Brand parity (private brands)
6) Integration of information
7) Decline in effectiveness of television advertising.