Ch17 and ch18 Integrated Marketing Communications & Advertising

Vocabulary flashcards related to integrated marketing communications and advertising techniques.

AIDA Model

A model that provides a basis for understanding how marketing communications work, progressing from awareness to interest, desire, and action.

Lagged Effect

Delayed response to a marketing communication campaign, often requiring multiple exposures.

Informative Advertising

Introducing a new product; objective is to build primary demand.

Persuasive Advertising

Increased competition; objective is to build selective demand.

Reminder Advertising

Mature products; objective is to maintain customer relationships and keep customers thinking about the product.

Rational Appeal

Relates to the audience’s self-interest; more factual information and specific details about product benefits.

Emotional Appeal

An attempt to stir up positive or negative emotions to motivate a purchase.

Moral Appeal

Directed to the audience’s sense of “right” and “proper.”