MAR 3023 UCF EXAM 5

advertising

A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future.

AIDA model

A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.

aided recall

An awareness metric that occurs when consumers recognize a name (e.g., of a brand) that has been presented to them.

blog (weblog)

An online diary with periodic posts; corporate blogs are a new form of marketing communications.

brand awareness

Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers.

click-through rate (CTR)

The number of times a user clicks on an online ad divided by the number of impressions.

communication channel

The medium—print, broadcast, the Internet—that carries the message.

decoding

The process by which the receiver interprets the sender's message.

direct marketing

Sales and promotional techniques that communicate directly with target customers to generate a response or transaction.

encoding

The process of converting the sender's ideas into a message, which could be verbal, visual, or both.

feedback loop

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.

frequency

Measure of how often the audience is exposed to a communication within a specified period of time.

gross rating points (GRP)

Measure used for various media advertising—print, radio, or television; GRP = Reach × Frequency.

impressions

The number of times an advertisement appears in front of the user.

integrated marketing communications (IMC)

Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media—in combination to provide clarity, consistency, and maximum communicative impact.

lagged effect

A delayed response to a marketing communication campaign.

mobile marketing

Marketing through wireless handheld devices.

noise

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels.

objective-and-task method

An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs.

personal selling

The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.

public relations (PR)

The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

reach

Measure of consumers' exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

receiver

The person who reads, hears, or sees and processes the information contained in the message or advertisement.

relevance

In the context of search engine marketing (SEM), it is a metric used to determine how useful an advertisement is to the consumer.

return on marketing investment (ROMI)

The amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is (Sales revenue generated by ad − Ad's cost) ÷ Ad's cost.

rule-of-thumb methods

Budgeting methods that base the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted.

sales promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

search engine marketing (SEM)

A type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine.

sender

The firm from which an IMC message originates; the sender must be clearly identified to the intended audience.

social media

The online and mobile technologies that distributecontentto facilitate interpersonal interactions.

social shopping

Using the Internet to communicate about product preferences with other shoppers.

top-of-mind awareness

A prominent place in people's memories that triggers a response without them having to put any thought into it.

transmitter

An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency.

web-tracking software

Software used to assess how much time viewers spend on particular web pages and the number of pages they view.

advertising

A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future.

advertising plan

A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.

advertising schedule

The specification of the timing and duration of advertising.

body copy

The main text portion of an ad.

brand elements

Characteristics that identify the sponsor of a specific ad.

cause-related marketing

Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign.

contest

A brand-sponsored competition that requires some form of skill or effort.

continuous advertising schedule

An advertising schedule that runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising.

coupon

Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount.

cross-promoting

Efforts of two or more firms joining together to reach a specific target market.

deal

A type of short-term price reduction that can take several forms, such as a "featured price," a price lower than the regular price; a "buy one, get one free" offer; or a certain percentage "more free" offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms.

emotional appeal

An appeal that aims to satisfy consumers' emotional desires rather than their utilitarian needs.

event sponsorship

Popular PR tool that occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

flighting (advertising schedule)

An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.

headline

In an advertisement, large type designed to draw attention.

informational appeal

Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides.

informative advertising

Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

institutional advertisement

A type ofadvertising that promotes a company, corporation, business, institution, or organization. Unlike product-focused advertisements, it is not intended to sell a particular product or service.

lift

Additional sales caused by advertising.

loyalty program

Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

mass media

Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television.

media buy

The actual purchase of airtime or print pages.

media mix

The combination of the media used and the frequency of advertising in each medium.

media planning

The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.

niche media

Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests.

persuasive advertising

Communication used to motivate consumers to take action.

point-of-purchase (POP) display

A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.

posttesting

The evaluation of an IMC campaign's impact after it has been implemented.

premium

An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

pretesting

Assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.

product placement

Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program.

product-focused advertisements

Advertisements used to inform, persuade, or remind consumers about a specific product or service.

public relations (PR)

The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

public service advertising (PSA)

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.

puffery

The legal exaggeration of praise, stopping just short of deception, lavished on a product.

pull strategy

A strategy in which the goal is to get consumers to pull the product through the marketing channel by demanding it.

pulsing (advertising schedule)

An advertising schedule that combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

push strategy

A strategy designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

rebate

A consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund.

reminder advertising

Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

sales promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

sampling

Offers potential customers the opportunity to try a product or service before they make a buying decision.

social marketing

The content distributed through online and mobile technologies to facilitate interpersonal interactions.

subhead

An additional smaller headline in an ad that provides a great deal of information through the use of short and simple words.

sweepstakes

A form of sales promotion that offers prizes based on a chance drawing of entrants' names.

tracking

Assessments that monitor key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

unique selling proposition (USP)

A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.

bonus

A payment made at management's discretion when the salesperson attains certain goals; usually given only periodically, such as at the end of the year.

closing the sale

Obtaining a commitment from the customer to make a purchase.

cold calls

A method of prospecting in which salespeople telephone or go to see potential customers without appointments.

commission

Compensation or financial incentive for salespeople based on a fixed percentage of their sales.

company sales force

The people who are employees of the selling company and are engaged in the selling process.

inbound marketing

Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call.

independent agents

Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps.

leads

A list of potential customers.

manufacturer's representatives (reps)

Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps.

order getter

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.

order taker

A salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.

personal selling

The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.

preapproach

In the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, the salesperson conducts additional research and develops plans for meeting with the customer.

qualify

The process of assessing the potential of sales leads.

relationship selling

A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.

role playing

A good technique for practicing the sales presentation prior to meeting with a customer; the salesperson acts out a simulated buying situation while a colleague or manager acts as the buyer.

salary

Compensation in the form of a fixed sum of money paid at regular intervals.

sales contest

A short-term incentive designed to elicit a specific response from the sales force.

sales management

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force.