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32 Cards in this Set
- Front
- Back
international promotional mix |
The different modes of communication with international consumers about products and services, using international advertising, international sales force management, international sales promotion, public relations, and publicity. |
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international communication process |
The communication process that takes place between the product sponsor and the international target market. |
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sender |
The sponsor of an advertisement, usually represented by an advertising agency, who encodes the message into words and images and communicates it to the target market. |
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channel of communication |
The medium used to communicate a message about a product to the consumer. |
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medium/media |
The channel(s) of communication that a company uses to send to the target consumer a message about its product or services. |
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receiver |
The target market that receives the advertising message from a sender. |
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nonpersonal medium |
A channel of communication such as a print medium, a broadcast medium, or an interactive medium that does not involve contact between the seller and the consumer. |
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print medium |
A nonpersonal channel of communication such as a newspaper, magazine, billboard, pamphlet, or pointof - purchase display. |
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broadcast medium |
A nonpersonal channel of communication such as television or radio. |
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interactive medium] |
A nonpersonal channel of communication such as a Web page or a computer terminal on the retailer’s premises. |
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personal medium |
A communication channel that involves contact between the seller and the consumer. |
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telemarketing |
A personal channel of communication that involves a salesperson calling on consumers. |
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noise |
All the potential interference in the communication process. |
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feedback |
Information regarding the effectiveness of a company’s message. |
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encoding |
The process whereby the advertiser puts the company’s message about the product into words and images that are aimed at the target consumer. |
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decoding |
The process whereby the target consumer receives the message from the advertiser and translates it into meaningful information. |
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media infrastructure |
The media vehicles and their structure in an international target market. |
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media availability |
The extent to which media are available to communicate with target consumers. |
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media reliability |
The probability of the media to air advertising messages on time, at an acceptable quality, and with the agreed on frequency. |
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media restrictions |
Legal or self - imposed restrictions on the types and the number of advertisements aired or published. |
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billboards |
Advertisements in public areas appearing on large posters or electronic panels. |
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infomercials |
Long television advertisements (one - half to one full hour in length) that are positioned as programming. |
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television shopping networks |
Cable channels that sell products to a television audience. |
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product placement |
The strategy of placing brands in movies with the purpose of promoting the products to viewers. |
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standardization of the advertising strategy |
The process of globalizing a company’s promotional strategy so that it is uniform in all its target markets. |
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adaptation of the advertising strategy |
The act of changing a company’s promotional mix to each country or market or creating local campaigns. |
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objective - and - task method |
An advertising budgeting method in which the company irst identiies advertising goals, conducts research to determine the cost of achieving the respective goals, and allocates the necessary sum for the purpose. |
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percent - of - sales method |
An advertising budgeting method that determines the total budget allocated to advertising on the basis of past or projected sales. |
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historical method |
An approach to budgeting that is based on past expenditures, usually giving more weight to more recent expenditures. |
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competitive - parity method |
The strategy of using competitors’ level of advertising spending as a benchmark for the company’s own advertising expenditures. |
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executive - judgment method |
A budgeting process that allocates the company’s advertising budget based on the opinions of executives. |
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all - you - can - afford method |
The process of allocating the maximum amount possible to advertising; this method is used by small and mediumsized corporations. |