Chapter 16: Marketing Communications Flashcards Preview

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Flashcards in Chapter 16: Marketing Communications Deck (31)
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1

Promotion

Communication by marketers that informs, persuades, reminds, and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response.

2

Promotional strategy

A plan for the use of the elements of promotion: advertising, public relations, personal selling, sales promotion, direct-response communication, and social media.

3

Competitive advantage

The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

4

Communication

The process by which we exchange or share meanings through a common set of symbols.

5

Interpersonal communication

Direct, face-to-face communication between two or more people.

6

Mass communication

The communication of a concept or message to large audiences.

7

Sender

The originator of the message in the communication process.

8

Encoding

The conversion of the sender's ideas and thoughts into a message, usually in the form of words or signs.

9

Channel

A medium of communication - such as a voice, radio, or newspaper - used for transmitting a message.

10

Noise

Anything that interferes with, distorts, or slows down the transmission of information.

11

Receivers

The people who decode a message.

12

Decoding

The interpretation of the language and symbols sent by the source through a channel.

13

Feedback

The receiver's response to a message.

14

Promotional mix

The combination of promotional tools - including advertising, publicity, sales promotion, personal selling, direct-response communication, and social media - used to reach the target market and fulfill the organization's overall goals.

15

Advertising

Impersonal, one-way mass communication about a product or an organization that is paid for by a marketer.

16

Public relations

The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.

17

Publicity

Public information about a company, a product, a service, or an issue appearing in the mass media as a news item.

18

Sales promotion

Marketing activities - other than personal selling, advertising, direct-response marketing, and public relations - that stimulate consumer buying and dealer effectiveness like coupons, contests, free samples, etc.

19

Personal selling

A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other.

20

Direct-response communication

Communication of a message directly from a marketing company and directly to an intended individual target audience.

21

Online marketing

Two-way communication of a message delivered through the Internet to the consumer.

22

Social media

A collection of online communication tools that facilitate conversations online; when used by marketers, social media tools encourage consumer empowerment.

23

Consumer-generated content

Any form of publicly available online content created by consumers; also referred to as user-generated content.

24

Paid media

A category of promotional tactic based on the traditional advertising model whereby a brand pays for advertising space.

25

Earned media

A category of promotional tactic based on a public relations model that gets customers talking about products or services.

26

Owned media

A category of promotional tactic based on brands becoming publishers of their own content to maximize the brands' value to consumers.

27

Branded content

Creation of engaging bespoke content as a way to promote a particular brand that attracts and builds relationships with consumers.

28

AIDA concept

A model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for Attention, Interest, Desire, and Action.

29

Integrated Marketing Communications (IMC)

The careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point where a company meets the consumer.

30

Push strategy

A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.