MKGT COMM

Mass Marketing

Selling/promoting the same product/service to large audiences

Target Groups

Different groups of potential customers

Media Channels

Various platforms used for communication and advertising

Brand Extension

Expanding a brand into new product categories

Market Segmentation

Dividing a market into distinct groups based on their needs

Purchase Behavior

The way consumers make decisions and buy products

Geography

Location-based segmentation of a market

Demographics

Definable statistical measures of a population

Psychographics

Market segmentation based on attitudes, opinions, interests, and lifestyles

Target Marketing

Focusing marketing efforts on specific market segments

Positioning

Ranking a product in the consumer's mind based on benefits and differentiation

Promotion

Communication to inform, persuade, or remind people about goods, services, or ideas

Integrated Marketing Communications

Coordinated use of various communication disciplines for maximum impact

Communication

Interaction to build connections and exchange information

Receiver's Field of Experience

Individual's background and knowledge influencing communication

Sender

Initiator of communication

Channel

Medium through which communication is transmitted

Message

Information or content being communicated

Decoding

Process of interpreting a message by the receiver

Encoding

Process of creating a message by the sender

Noise

Interference that disrupts communication

Feedback

Response or reaction to a message

Product Lifecycle

Stages of a product's development and its impact on advertising

Branding

Perception resulting from experiences with a company or product

Promotional Plan

Written document defining the promotional strategy and objectives

Marketing Research

Systematic problem analysis and fact finding for decision making

Data

Factual information used as a basis for reasoning or calculation

Primary Research

Original research conducted by collecting new data

Secondary Research

Using existing data collected by someone else

Quantitative Research

Research that focuses on numerical data and statistics

Qualitative Research

Research that focuses on open-ended responses and opinions

Open-ended Questions

Questions that allow for qualitative responses

Closed-ended Questions

Questions that can be answered with specific choices

Promotional Mix Elements

Personal selling, target marketing, advertising, sales promotion, public relations

Advertiser

Person or organization that initiates the advertising process

Advertising Agencies

Businesses that create and implement marketing efforts for clients

Media

Channels through which promotional messages are disseminated

Promotion Department

Department within media outlets that produces promotional materials

Sales Department

Department within media outlets that sells advertising space

Editorial Department

Department within media outlets that produces news and entertainment content