Term
|
Definition
| the communications process in marketing that is used to create a favorable predisposition toward a brand of product or service |
|
|
Term
| integrated marketing communication |
|
Definition
| process of using a wide range of promotional tools working together to create widespread brand exposure |
|
|
Term
|
Definition
| a blend of communications tools used to carry out the promotion process and to communicate directly with an audience |
|
|
Term
|
Definition
| the specific message someone or some organization has placed to persuade an audience |
|
|
Term
|
Definition
| a series of coordinated advertisements that communicate a reasonably cohesive and integrated theme |
|
|
Term
|
Definition
| a paid,mass-mediated attempt to persuade |
|
|
Term
|
Definition
| the organization that pays for the advertisement |
|
|
Term
| mass media communication's two major components |
|
Definition
| production & reception, between these are accommodation & negotiation |
|
|
Term
| communication is a highly social process |
|
Definition
| what a message means to a consumer is not a function of |
|
|
Term
|
Definition
| a group of individuals who receive and interpret messages sent from companies (household consumers, college students, or business people – any large group) |
|
|
Term
|
Definition
| particular group of consumers singled out by an organization for an advertising or promotion campaign; singled out because the firm has discovered that audience members like or might like the product category |
|
|
Term
|
Definition
| most conspicuous; most mass media directed to them |
|
|
Term
| members of business organizations |
|
Definition
| for firms that produce business and industrial goods and services |
|
|
Term
| members of a trade channel |
|
Definition
| retailers, wholesalers, and distributors; target audience for producers for both household and business goods and services |
|
|
Term
|
Definition
| doctors, lawyers, accountants, teachers, or any other professional group that has special training or certification; members have specialized needs and interests |
|
|
Term
|
Definition
| magazines published specifically for members of a trade and carry highly technical articles |
|
|
Term
| Gov. officials & employees |
|
Definition
| large dollar volume of buying that federal, state, and local govs. do (schools, road maintenance operations…) |
|
|
Term
|
Definition
| ad with common theme is used worldwide with only minor changes (Sony, Singapore Airlines…); does not vary by culture |
|
|
Term
|
Definition
| firms prepare and place different advertising in different national markets outside their home market (Unilever laundry products) |
|
|
Term
|
Definition
| reaches all geographic areas of one nation; we see the most in mass media in domestic U.S. market |
|
|
Term
|
Definition
| producers, wholesalers, distributors, and retailers concentrate efforts in relatively large, but not national, geographic region (a national grocery store would only place ads in regions where it has stores) |
|
|
Term
|
Definition
| like regional; directed at audience in a single trading area, either a city or state |
|
|
Term
|
Definition
| sharing of advertising expenses between national companies and local merchants |
|
|
Term
|
Definition
| the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives |
|
|
Term
|
Definition
| a wide range of responsibilities in an organization related to conceiving, pricing, promotion, and distributing goods, services, and even ideas. These four areas of responsibility and decision making in marketing are referred to as the marketing mix. Mix is used to describe the blend of strategic emphasis on the product vs. its price vs. its promotion vs. its distribution when a brand is marketed to consumers |
|
|
Term
|
Definition
| a name, sign, term, symbol, or any other feature that identifies one seller’s goods/service as distinct from those of other sellers |
|
|
Term
|
Definition
| adaptation of an existing brand to a new product area (ex. snicker’s candy bar –to ice cream bar) |
|
|
Term
|
Definition
| consumer repeatedly purchases the same brand to the exclusion of competitors’; can result because of habit, because brand names are prominent in the consumer’s memory, because of conscious associations with brand images, or because consumers have attached some fairly deep meanings to the brands they buy |
|
|
Term
|
Definition
| when a firm creates and maintains positive associations with the brand in the mind of consumers; when it occurs over long period of time = short-term adv. activities are key to long-term success |
|
|
Term
|
Definition
| asks consumers to act immediately (ex. “call this toll-free number”); used for products that consumers are familiar with, that do not require inspection at the point of purchase, and relatively low-cost |
|
|
Term
|
Definition
| relies on imagery and message themes that emphasize benefits and satisfying characteristics of a brand; attempts to develop awareness and preference for a brand over time |
|
|
Term
| primary demand stimulation |
|
Definition
| promotion aimed at creating demand for a product category; challenging and costly, (VCR)…Milk ads were an example of trying to stimulate primary demand in mature product categories, dismal results. |
|
|
Term
| selective demand stimulation |
|
Definition
| promotion aimed at stimulating demand for a specific brand; point out band’s unique benefits compared with competition |
|
|
Term
|
Definition
| refers to consumers’ perception that a brand provides satisfaction beyond the cost incurred to obtain that brand |
|
|
Term
|
Definition
| nonliteral meaning of a product or service, as perceived by consumers; Guess? Jeans |
|
|
Term
|
Definition
| (business, non-for-profit and gov. organizations that use advertising and other promotional techniques to communicate with target marketers and to stimulate awareness and demand for their brands) |
|
|
Term
|
Definition
| (advertisers are also referred to as clients by their advertising and promotion agency partners) |
|
|
Term
| manufacturers & service firms |
|
Definition
| most prominent users of promotion; essential to create awareness and preference for their brands (ex. Verizon, General Foods…) |
|
|
Term
|
Definition
| general description for all organizations in the channel of distribution that buys products to resell to consumers (ex. retailers, wholesalers – Walmart, McDonald’s…) |
|
|
Term
| federal, state, & local government |
|
Definition
| govs. are huge advertisers easily spending over $2 billion annually; promotion is concentrated on armed forces recruiting and social issues |
|
|
Term
| Social & Non-for-Profit Organizations |
|
Definition
| use advertising to raise awareness of their organization, seek donations, and attempt to shape behavior (ex. American Red Cross, United Way…) |
|
|
Term
|
Definition
| an organization of professionals who provide creative and business services to clients in planning, preparing, and placing advertisements; often global businesses as well |
|
|
Term
|
Definition
| includes an array of advertising professionals to meet all promotional needs of a client |
|
|
Term
|
Definition
| emphasizes creative concept development, copywriting and artistic services to clients; used to infuse greater creativity into the ad |
|
|
Term
|
Definition
| help advertisers prepare communications for new media such as the internet, podcasting, interactive kiosks, etc.; focus on ways to use Web-based solutions for direct marketing and target market communications |
|
|
Term
|
Definition
| often referred to as the advertising department in a firm; takes responsibility for the planning and preparation of advertising materials; 2 disadvantages = 1) may be lack of objectivity 2) highly unlikely that an in-house agency could ever match the talent available in external agencies |
|
|
Term
|
Definition
| in organizations that specialize in buying media time and space; offers media strategy consulting to advertising agencies and advertisers |
|
|
Term
|
Definition
| agency that maintains large databases of mailing list; some of these firms can also design direct marketing campaigns through mail or telemarketing; some can prepare infomercials for clients |
|
|
Term
|
Definition
| ensure customers receive product ordered through direct mail |
|
|
Term
|
Definition
| handles a variety of planning and execution activities related to promotions using electronic commerce (buying and selling over electronic system); DO NOT create Web sites/banner ads like interactive agencies; (ex. run sweepstakes, issue coupons…) |
|
|
Term
|
Definition
| ensure customers receive product ordered through direct mail |
|
|
Term
|
Definition
| agencies/specialists that use incentive techniques to create a perception of greater brand value among consumers/distributors; specialize in consumer sales promotions and trade-market sales promotions |
|
|
Term
|
Definition
| experts in finding locations, securing dates, and putting together a team of people to pull off a promotional event |
|
|
Term
|
Definition
| intimately involved in the execution of the advertising or IBP effort; help create logos and other visual representations that promote an identity for a firm |
|
|
Term
|
Definition
| team of managers that identifies the benefits a brand offers, its target audiences, and the best competitive positioning and then develops a complete promotional plan; keeps various agency teams’ creative, production, and media on schedule and within budget |
|
|
Term
| marketing research service |
|
Definition
| research conducted by an agency to help the client understand the market and target audience, and communicate these interpretations to the creative and media people |
|
|
Term
| creative/production service |
|
Definition
| comes up with the concepts to express the value of a company’s brand in interesting and memorable ways, which then gets turned into advertisements, direct mail pieces or events material; “art of commerce |
|
|
Term
| media planning and buying |
|
Definition
| services related to media planning or buying provided by agencies, helping the client’s to most effectively and efficiently reach the target audience within the client’s budget (what method of advertising to choose from, what time, etc.) |
|
|
Term
|
Definition
| departments within agencies to help them manage their business; includes personnel department, accounting and billing departments, and sales staff; traffic managers make sure the creative group and media services are coordinated so that deadlines for getting promotional materials to printers and media organizations are met |
|
|
Term
|
Definition
| organizations or individuals that provide specialized services to marketers/agencies |
|
|
Term
|
Definition
| individuals who specialize in areas related to the promotional process |
|
|
Term
|
Definition
| organization that offers essential services during and after the production process |
|
|
Term
| consumer generated content (CGC) |
|
Definition
| advertisements made partly or completely by the products end users, typically with the aid of internet tools |
|
|
Term
|
Definition
| promotion in which companies selling to business customers rely on the Internet to send messages and close sales |
|
|
Term
|
Definition
| the blending of integrated marketing communication with entertainment, primary film, music, and television programming; embedding brands or brand icons as part of an entertainment property in an effort to connect with consumers in a unique and compelling way. |
|
|
Term
|
Definition
| Broadcast, Print, Interactive, Support, Media Conglomerates |
|
|
