Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
38 Cards in this Set
- Front
- Back
|
a relationship where the client pays a monthly retainer fee to an agency for creative services
|
AOR (agency of record) relationship
|
|
|
the coordination of a marketer's communication efforts to influence attitudes or behavior
|
promotion
|
|
|
a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measureable persuasive brand communication programs over time to targeted audiences
|
integrate marketing communication IMC
|
|
|
a marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz building activities
|
multichannel promotional strategy
|
|
|
when consumers provide info about products to other consumers
|
word of mouth communication
|
|
|
the process whereby meaning is transferred from a source to a receiver
|
communication model
|
|
|
the process of translating an idea into a form of communication that will convey meaning
|
encoding
|
|
|
an organization or individual that sends a message
|
source
|
|
|
the communication in physical form that goes from a sender to a receiver
|
message
|
|
|
a communication vehicle through which a message is transmitted to a target audience
|
medium
|
|
|
the organization or individual that intercepts and interprets the message
|
receiver
|
|
|
the process by which a receiver assigns meaning to the message
|
decoding
|
|
|
anything that interferes with effective communication
|
noise
|
|
|
receivers' reactions to the message
|
feedback
|
|
|
the major elements of marketer controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing
|
promotion mix
|
|
|
relates to television, radio, magazines, and newspapers
|
mass communication
|
|
|
nonpersonal communication from an identified sponsor using the mass media
|
advertising
|
|
|
a social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations
|
groundswell
|
|
|
word of mouth communication that customers view as authentic
|
buzz
|
|
|
marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
|
viral marketing
|
|
|
loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about
|
brand ambassadors or evangelists
|
|
|
internet based platforms that allow users to breate their own content and share it with others who access these sites
|
social media
|
|
|
sites used to connect people with other similar people
|
social networks
|
|
|
a free microblogging service that lets user post short text messages with a max of 140 characters
|
twitter
|
|
|
online, highly engaging digital environments where avatars live and interact with other avatars in real time
|
virtual worlds
|
|
|
graphic representations of user of virtual worlds
|
avatars
|
|
|
digital products bought and sold in virtual worlds that don't exist in the real world
|
virtual goods
|
|
|
social media sites that enable people to psot stories about their experiences with products and services
|
product review sites
|
|
|
digital applications that integrate sophisticated GPS technology to enable users to alert friends of their exact whereabouts via their mobile phones
|
geospatial platforms
|
|
|
a series of steps prospective customers move through, from initial awareness of a products to brand loyalty
|
hierarchy of effects
|
|
|
allocation of the promotion budget based on management's determiniation of the total amount to be devoted to marketing communication
|
top down budgeting
|
|
|
a method for promotion budgeting that is based on a certain percentage of either last year's sales or on estimates of the present year's sales
|
percentage of sales budgeting method
|
|
|
a promotion budgeting method in which an organization matches whatever competitors are spending
|
competitive parity budgeting method
|
|
|
allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them
|
bottom up budgeting techniques
|
|
|
a promotion budgeting method in which an organizations first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotion efforts it will take to meet these goals
|
objective task method
|
|
|
the company tries to move its products through the channel by convincing channel members to offer them
|
push strategy
|
|
|
the company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items
|
pull strategy
|
|
|
the communication goals of attention, interest, desire, and action
|
AIDA model
|
