Integrated Marketing Communications: Exam 1

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Value
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Customer’s perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it
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IMC
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Process of coordinating various promotional elements and other marketing activities that communicate with a firm’s customers
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Brand Identity
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Combination of the name, logo, symbols, design, packaging, image and associations held by consumers toward a brand
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Marketing Mix
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The controllable elements of a marketing program including product, price, promotion, and place
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Promotional Mix
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The tools used to accomplish an organization’s communications objective. Includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling
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Situation Analysis
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A collection of methods that managers use to analyze an organization’s internal and external environment to understand the organization’s capabilities, customers, and business environment
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Competitive Advantage
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Something unique or special that a firm does or possesses that provides an advantage over its competitors
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Target Marketing
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The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs to each
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Market Segmentation
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The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action
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Push Strategy
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Programs designed to persuade the trade to stock merchandise and promote a manufacturer’s products. Used to motivate wholesalers and retailers to purchase products for resale
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Pull Strategy
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Spending money on advertising and sales promotion efforts directed toward the ultimate consumer. Encourage consumers to request the product from the retailer/create demand among consumers
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Elaboration Likelihood Model (ELM)
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A model that identifies two processes by which communications can lead to persuasion – central and peripheral routes
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Central Route
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Ability and motivation to process a message is high and close attention is paid to message content
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Peripheral Route
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Ability and motivation to process a message is low; receiver does not focus on message content
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High Involvement
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Magazines, media, news
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Low Involvement
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Television
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Source Attributes
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Credibility – Internalization – extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective information Attractiveness – Identification – characteristic that encompasses similarity, familiarity, and likability. Receiver is motivated to seek a type of relationship with the source Power – Compliance – source is capable of administering rewards and punishments to the receiver. Depends on a source’s perceived control, concern, and scrutiny
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Attractiveness Attributes
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A source characteristic that makes him or her appealing to a message recipient -Similarity -Familiarity -Likability
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Slice of Life
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Advertising Execution: Particularly for packaged-goods products. Generally based on a problem/solution approach that consumers face in their daily lives such as body odor, dandruff, bad breath
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Q-Rating
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Scale measuring the popularity of a person or thing by dividing the assessment of familiarity by the assessment of favorable opinion
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Primacy
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A theory that the first information presented in the message will be the most likely to be remembered
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Recency
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The idea that advertising will have the most effect on someone who is in the market for the product and that planners should attempt to reach that consumer as close as possible to their purchase decision
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Marketing Objectives
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Goals to be accomplished by an organization’s overall marketing program such as sales, market share, or profitability
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Top Down Budgeting
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Budgetary amount is established and then the monies are passed down to the various departments. Budgets are typically predetermined and have no true theoretical basis
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Bottom Up Budgeting
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Defining the communication objectives to be accomplished, determining the specific strategies and tasks needed to attain them, and then estimating the costs associated with the performance of these strategies
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Percentage of Sales Method
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The most commonly used method for budget setting. Advertising and promotions budget is based on sales of the product
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Creative Strategy
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A determination of what an advertising message will say or communicate to a target audience
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Media Strategy
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Determining the communication channels to use to deliver the creative strategy
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Creative Tactics
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A determination of how an advertising message will be implemented so as to execute the creative strategy
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Advertising/Creative
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Any paid form of non-personal communication about an organization, product or service with an idea from an identified sponser
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Non-Personal
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Involves mass media, message is transmitted to large groups of individuals, no opportunity for immediate feedback
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Advertising Creativity
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The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems
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Storyboard
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A series of drawings used to present the visual plan or layout of a proposed commercial
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Advertising Campaigns
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A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea
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User Selling Proposition (USP)
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An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer
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Advertising Appeals
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The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feeling toward the product, service, or cause
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Teaser Advertising
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An ad designed to create curiosity and build excitement and interest in a product or brand without showing it
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Animation
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Advertising Execution: Scenes are drawn by artists or created on a computer for advertisements
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Testimonial
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Advertising Execution: A person praises a product or service on the basis of his or her experience with it
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Comparative Advertising
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The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics
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Communication
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The passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver
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Source
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The sender – person, group, or organization – of the message
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Encoding
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The process of putting thoughts, ideas, or information into a symbolic form
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Decoding
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The process by which a message recipient transforms and interprets a message
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Channel
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The method or medium by which communication travels from a source or sender to a receiver
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Message
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A communication containing information or meaning that a source wants to convey to a receiver
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WOM/Buzz
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Social channels of communication such as friends, neighbors, associates, co-workers, or family members
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Field of Experience (FOE)
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The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation
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Noise
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Extraneous factors that create unplanned distortion or interference in the communication process
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Feedback
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Part of the message recipient’s response that is communicated back to the sender. It can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received

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