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32 Cards in this Set
- Front
- Back
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IMC
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Represents the Promotion, encompassing advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing
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Sender
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The message originates from the sender, who must clearly be identified to the intended audience
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Transmitter
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The intermediary that the sender works with to develop marketing communications
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Encoding
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Converting the senders ideas into a message
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Communication channel
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The medium- print, broadcast, the internet- that carries the message
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The receiver
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The person who reads, hears, or sees and processes the information contained in the message and/or advertisement
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Decoding
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Refers to the process by which the receiver interprets the sender's message
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Noise
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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
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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 moedel
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Awareness lead to Interest, which leads to Desire, which leads to Action
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Brand Awareness
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Refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service
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Aided recall
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When a consumer indicates that they know the brand when the name is presented to them
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Top-of-mind awareness
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The highest level of awareness, is when consumers mention a specific brand name first when they are asked about a product or service
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Lagged effect
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A delayed response to a marketing communication campaign
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Advertising
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Entails the placement of announcements and persuasive messages in time or space purchases in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and persuade members of a particular target market or audience about their products, services, organizations, or ideas
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Public relations
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Manages the firm's communications to achieve a variety of objective, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media
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Sales promotions
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Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays
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Personal selling
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The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decisions
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Direct marketing
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Marketing that communicates directly with target customers to generate a response or transaction
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Mobile Marketing
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Marketing through wireless handheld devices, such as cellular telephones
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Social Media
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Content distributed through social interactions, such as youtube, facebook, and twitter
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Objective-and-task method
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Determines the budget required to undertake specific tasks to accomplish communication objectives
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Competitive Parity
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The communication budget is set so that the firm's share of communication expenses equals its share of the market
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Percentage-of-sales
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The communication budget is a fixed percentage of forecasted sales
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Available budget
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The money available after operating costs and profits have been budgeted
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Frequency
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How often the audience is exposed to a communication within a specified period of time
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Reach
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Describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once
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Gross rating points (GRP)
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Reach multiplied by frequency
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Impressions
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The number of times the ad appears in front of the user
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Click-through rate
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The number of times a user clicks on an ad divided by the number of impressions
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Relevance
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Describes how useful an ad message is to the consumer doing the search
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Return on Investment (ROI)
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(Sales Revenue- advertising costs) / Advertising costs
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