MIE chapter 16 – Flashcards
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an approach to communication based on interactive social media and conversational communication styles -today's audiences are no longer passive recipients of messages; instead, they demand to be active participants in a meaningful conversation -companies have less control of their messages. After a message is released, bloggers, reporters, and other parties will begin to repeat it, enhance it, change it, or refute it
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social communication model
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the single most important idea an advertiser hopes to convey to the target audience about its products or the company -must be clear and credible -this is the foundation on which the marketing team can build layers of detail and explanation
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core message
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a blend of communication vehicles-advertising, direct marketing, personal selling, sales promotion, social media, and public relations- that a company uses to reach current and potential customers -to assemble the best mix, companies consider a range of product, market, and distribution channel factors
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communication mix
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a promotional strategy that focuses on intermediaries, motivating them to promote, or push products toward end users -a producer tries to persuade wholesalers or retailers to carry its products and promote those products to their customers
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push strategy
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a promotional strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel -customers learn of the product through these communication efforts and requests it from retailers or wholesalers ex. a tv commercial encourages you to "ask your pharmacist about a specific product," the company is using a ________ __________
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pull strategy
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a strategy of coordinating and integrating (combining) communication and promotion efforts with customers to ensure greater efficiency and effectiveness -customers also integrate messages on the receiving end-including messages that might contradict messages from the company
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integrated marketing communications
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claims you don't explicitly make but that can be inferred from what you do or don't say
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implied claims
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the delivery of announcements and promotional messages via time or space purchased in various media
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advertising
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the most common type of advertising; promotes the features and benefits of specific products
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product advertising
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a type of advertising that specifically highlights how one product is better than its competitors. -this is risky because competitors will sue if they believe their products have been portrayed unfairly
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comparative advertising
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a comparative ad that highlights how one product is better than its competitors in a vicious way -these can decrease sales for the entire product category by emphasizing the negative aspects of the products in question
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attack ads
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advertising that seeks to create goodwill and to build a desired image for the company, rather than to promote specific products ex. a firm might promote its commitment to sustainable business practices or workforce diversity
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institutional advertising
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institutional ads that address public issues are called _________ ___________ -advertising that presents a company's opinions on public issues such as education or health care
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advocacy advertising
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advertising that is sponsored by companies that sell products on a nationwide basis
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national advertising
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advertising that is sponsored by a local merchant
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local advertising
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advertising that involves a financial arrangement in which companies with products sold nationally share the costs of local ads with local marketing intermediaries so they can advertise local places to buy their national products
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cooperative advertising
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a creative tactic designed to capture the audience's attention and promote preference for the product or the company being advertised
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advertising appeal
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all marketing messages strike a balance between ______ and _______ appeals
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logical, emotional
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communications channels such as newspapers, radio, tv, and the internet
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advertising media
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outlines the advertising budget, the schedule of when ads will appear, and a discussion of the media mix
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media plan
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the combination of print, broadcast, online, and other media used for an advertising campaign -to create the ____ _______, experts factor in the characteristics of the target audience, the types of media that will reach the largest audience in the cheapest way, and the strengths/weaknesses of the various media as they relate to the product and its marketing message
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media mix
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the paid display or use of products in tv shows, movies, and video games
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product placement
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"webified" interactive purchasing system that merge the tv and internet platforms so that consumers can use their tv remotes to buy products show in the program
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hybrid media
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informative articles and how-to videos -the lines between advertising, entertainment, and ___-_____ ______ will continue to blur
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value-added content
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direct communication other than personal sales contacts designed to stimulate a measurable response. A computer-intensive multimedia effort that includes mail, telephone, and online media -the heart of any _______ ________ effort is a customer database that contains contact histories, purchase records, and profiles of each buyer. -measurability of ______ _____ is one of its greatest appeals so it can have constant experimentation and improvement
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direct marketing
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many companies now integrate direct marketing with other communication efforts in _________ _____________ ________. ex. customer databases are now expanding to include everything from widget usage on social networks to mobile web to phone usage
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multichannel marketing campaigns
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printed materials addressed to individual consumers, households, or business contacts. -has the advantage of being able to put promotional materials directly into the hands of a target audience
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direct mail
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to minimize the level of annoyance and to help potential customers get the info they really do want many companies now emphasize _____________, usually by asking customers or website visitors to opt-in to mailing lists
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permission-based email marketing
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automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages -advertisers can pay to have small ads presented whenever keywords they select are used in a search. These are the sponsored results that can appear above and to the right of the actual search results -these ads can also appear on the websites that are in the search engine's advertising exchange. These ads are triggered by content on a webpage and can appear anywhere on the page
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search engine marketing
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a collection of websites in the search engine that sells space on their pages for ads -the ads can appear anywhere on the page
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advertising exchange
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advertising that involves ads with graphical (as opposed to just textual) content served up on web pages based on some knowledge of an individual's interests or behaviors
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targeted display advertising
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when buyers call in to place orders
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inbound
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when sellers contact potential buyers with sales offers
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outbound
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the use of tv commercials and longer-format infomercials that are designed to stimulate an immediate purchase response from views -allows companies to demonstrate products and engage viewers in a way that isn't possible with a 30 second commercial
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direct response television
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the process of finding and qualifying potential customers -involves three activities: generating sales leads, identifying prospects, and qualifying prospects
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prospecting
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the salesperson recites or even reads a stock message with no regard for the customer's unique circumstances; an extreme error
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canned sales pitch
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the point at which a sale is completed; bringing the sales process to a successful conclusion by asking for and receiving an affirmative purchase decision
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closing
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a wide range of events and activities designed to promote a brand or stimulate interest in a product -short-term incentives that build the reputation of a brand, encourage the purchase of a product, or enhance relationships with consumers -two types are consumer promotion and trade promotion
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sales promotion
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-printed or electronic certificates that offer discounts on particular items are are redeemed at the time of purchase
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coupons
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partial reimbursement of price, offered as a purchase incentive
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rebates
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advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions -they represent the manufacturer's last chance to communicate with the consumer and help capture impulse purchases
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point of purchase display
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free or bargain-priced items offered to encourage consumers to buy a product
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premiums
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advertising that appears on various items such as coffee mugs, pens, and calendars, designed to help keep a company's name in front of customers for a long period of time
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specialty advertising
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sales-promotion efforts aimed at inducing distributors or retailers to push a producer's precepts
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trade promotions
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-discounts or other financial considerations offered by producers to wholesalers and retailers -the most popular trade promotions are ______ ________ -the downside of ______ ______ is that they can create forward buying
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trade allowances
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customers load up on merchandise while the price is low -trade allowances can lead to this
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forward buying
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any electronic media that transform passive audiences into active participants in the communication process by allowing them to share content, revise content, respond to content, or contribute new content
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social media
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communication among consumers and other parties, transmitting info about companies and products through online or offline personal conversations
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word of mouth
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an approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties
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conversation marketing
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enthusiastic fans of a company and its products-so enthusiastic that they help spread the company's message, defend it against detractors, and help other customers use its products
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champions
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nonsales communication that businesses have with their various audiences (including both communication with the general public and press relations) -companies rely on ______ ______ to build a favorable corporate image -often involves news media, with companies offering info to print or broadcast-journalists can help spread the word
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public relations
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a brief statement or video program released to the press announcing new products, management changes, sales performance, and other potential news items; also called a news release -companies use this to get favorable news coverage about themselves and their products -were intended only for news media people but can now communicate directly with customers
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press release
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an in-person or online gathering of media representatives at which companies announce new information; also called a news conference -used when a business has significant news to announce; reporters can listen to company representatives and ask questions
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press conference
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a twist on news releases that emphasizes bullet-point content over narrative paragraphs so that bloggers can assemble their own stories -as an electronic only document, this offers the ability to include videos and other multimedia elements -social bookmarking buttons make it easy for people to help publicize the content
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social media release
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the traditional press conference is being replaced with ___________, online presentations that can reach thousands of viewers at once and be archived for later retrieval
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webcasts
