MKT ch 13

Integrated marketing communication

a strategic business process that marketers use to plan, develop, execute, and evaluate brand communication programs over time to targeted audiences

Multichannel promotion strategy

a marketing communication strategy where marketers combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities

Communication process

the process whereby meaning is transferred from a source to a receiver

Source

an organization or individual that sends a message

Encoding

transmitting an idea into a form of communication that will convey meaning

Message

the communication in physical form that goes from a sender to a reciever

Medium

a communication vehicle through which a message is transmitted to a target audience

Receiver

 the organization or individual that intercepts and interprets the message

Decoding

the process by which a receiver assigns meaning to the message

Noise

anything that interferes with effective communication

Feedback

receivers’ reaction to the message

Outbound marketing

messages that come from the organization and are intended for those who have agreed to receive them

Inbound marketing

messages that come to the organization from others outside

Ethical bribe

a fancy term for an opt-in incentive to join an email mailing list

Promotion mix

the communication elements that marketer controls

Mass communication

relates to TV, radio, magazines, and newspapers

Hierarchy of effects

a series of steps prospective customers move through, from initial awareness to knowledge to desire to purchase to loyalty

Top-down budgeting techniques

allocation of the promotional budget based on management’s determination of the total amount to be devoted to marketing communications

Percentage-of-sales method

a method for promotion budgeting that is based of a certain percentage of either last year’s sales or estimates of the present year’s sales

Competitive-parity method

a promotion budgeting method in which an organization matches whatever competitors are spending

Bottom-up budgeting techniques

allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them

Objective-task method

a promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotion efforts it will take

Push strategy

the company tries to move its products through the channel by convincing channel members to offer them

Pull strategy

the company tries to move its products through the channel by building desire for the products among customers, thus convincing retailers to respond to this demand by restocking them

Product advertising

 advertising messages that focus on a specific product

Institutional advertising

advertising activities that promote the activities, personality, or POV of a company or organization

Corporate advertising

advertising that promotes the company as a whole instead of firm’s individual products

Advocacy advertising

a type of public service advertising where an organization seeks to influence public opinion on an issue because it has a stake in the outcome

Public service advertisements

advertising run by the media for not for profit organizations or to champion a particular cause without charge

Retail and local advertising

advertising that informs consumers about store hours, location, and products that are available or on sale

Advertising campaign

a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

Full-service agency

an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages

Limited-service agency

an agency that provides one or more specialized services (ex. Media buying, creative development)

Interactive/digital agency

a limited-service agency that provides a variety of services for digital marketing, including creation of websites, design and implementation of SEO strategies, creation of articles for online publications, online email and social media strategies

In-house agency

marketing activities of company are handled by employees of the company

Programmatic advertising

use of algorithms and software to buy digital advertising, thus providing greater efficiency, control, and cost savings

Account executive

supervises the day-to-day activities of the account and is the primary liaison between the agency and client

Account planner

combines research and account strategy to act as the voice of the consumer in creating effective advertising

Creative services

agency people who dream up and create the ads

Research and marketing services

the advertising agency department that collects and analyzes information that will help the account executive develop a sensible strategy

Media planners

determine which communication vehicles are the most effective and efficient to deliver the ad

Drip pricing

the illegal practice of advertising one piece and then, by the time the sale is completed, presenting a total on which additional hidden fees have “dripped”

Corrective advertising

advertising that clarifies or qualifies previous deceptive advertising claims

Puffery

claims made in advertising of product superiority that can’t be proven true or untrue

Greenwashing

practice where companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit

Creative strategy

the process that turns a concept into an advertisement

Creative brief

a guideline or blueprint for the marketing communication program that guides the creative process

Advertising appeal

central idea or theme of an advertising campaign

Unique selling proposition

advertising appeal that focuses on one clear reason why a particular product is superior

Reminder advertising

advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary

Execution format

basic structure of the message, such as comparison, demonstration, testimonial, and lifestyle

Comparative advertisement

advertising that compares one brand with another

Tonality

the mood or attitude the message conveys (straightforward, humorous, dramatic, romantic)

Fear appeals

advertisements that highlight the negative consequences of not using the product by focusing on physical harm or social disapproval

Jingles

original words and music written specifically for advertising executions

Slogans

simple memorable linguistic devices linked to a single brand

Pretesting

a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in media

Media planning

process of developing media objectives, strategies, and tactics for use in an advertising campaign

Posttesting

research conducted on consumers’ responses to actual advertising messages they have seen or heard

Unaided recall

research technique conducted by telephone survey or interview that asks whether a person remembers seeing an ad during a specified period without giving people the name of the brand

Aided recall

research technique that uses clues to prompt answers about advertisements they might have seen

Attitudinal measures

research technique that probes a consumers’ beliefs about a product before and after being exposed to it

Reach/rating

percentage of the target market that will be exposed to the media vehicle

Frequency

the average number of times a person in the target group will be exposed to a message

Gross rating points

a measure used for comparing the effectiveness of of different media vehicles: average reach * frequency

Cost per thousand (CPM)

measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; cost to deliver message to 1,000 people or homes

Product placement/embedded marketing

placement of brands, logos, or product itself into entertainment venues

Branded entertainment/Branded content

a form of advertising where marketers integrate products into the storylines of entertainment venues

Native advertising

an execution strategy that mimics the content of the website where the message appears

Support media

media such as directories or out-of-home media that may be used to reach people who are not reached by mass-media advertising

Directory advertising

advertising in printable dictionaries, such as yellow pages

Out-of home media

communication media that reach people in public places, like billboards, transit advertising, and street furniture advertising

Place-based media

transmit messages in public places, such as movie theaters and airports, where certain types of people congregate

Digital signage

out-of-home media that use digital technology to change the message at will

Owned media

internet sites that are owned by an advertiser like websites, blogs, facebook, and twitter

Paid media

Internet media that are paid for by an advertiser, like display ads, sponsorships, and key word searches

Earned media

word-of-mouth or buzz on social media where advertiser has no control

Banners

Internet advertising in the form of rectangular graphics at the top or bottom of webpages

Direct-response TV (DRTV)

advertising on TV that seeks a direct response, including short commercial, infomercials, and home shopping networks

Direct-response advertising

direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

Direct mail

a brochure or pamphlet that offers a specific good at one point in time

Catalog

a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of items

Direct marketing

 any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or visit to a store for purchase

Pop-up ads

advertisements that appear on the screen while a web page loads or after it has loaded

Pre-roll ads

promotional video messages that play before the content the user has selected

Spam

the use of electronic media to send unsolicited messages in bulk

Permission marketing

email advertising in which online consumers have the opportunity to accept or refuse the unsolicited email

Ad blocking

the use of powerful ad-blocking software created to stop ad fraud by stripping ads from the website at network level

Ad fraud

the use of automated browsers to falsify the number of views or click throughs the advertisers must pay for

In-app advertising

to monetize free mobile phone apps, developers use advertising to create revenue and to engage the customer

Mobile advertising

form of advertising that is communicated to the consumer via a handset

Sponsored search ads

paid ads that appear at the top or beside the Internet search engine results

Search engine marketing

search marketing strategy in which marketers par for ads or better positioning

Search engines

Internet programs that search for documents with specified keywords