MIE 201 Chapter 16 – Flashcards
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communication mix
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(media mix, promotional mix) Blend of communication vehicles: Advertising, direct marketing, persona selling, sales promotion, social media, and public relations. That a company uses to reach current and potential customers.
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push strategy
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Promotion strategy that focuses on intermediaries, motivating them to promote or push products toward end users.
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pull strategy
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Promotion strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel.
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integrated marketing communications
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Strategy of coordinating and integrating communication and promtion efforts with customers to ensure greater efficiency and effectiveness.
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implied claims
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claims you dont explicitly make but that can be inferred from what you do or dont say.
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behavioral targeting
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companies serve up online ads based on a persons web surfing behavior.
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Advertising
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delivery of a message via time or space purchased in various medias.
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product advertising
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Ads. that promote goods and services
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comparative ads.
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2 products are explicity compared.
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attack ad
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can decrease sales for an entire product category by emphasizing the negative aspects of the product in question.
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institutional ads
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designed to create goodwill and build a desired image for a company, rather that to promote specific products.
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advocacy ads.
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Ads. that presents a companys opinions on public issues such as education or health care.
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national ads
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sponsored by companies that sell products on a nationwide basis.
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local ads.
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sponsered by local merchants
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cooperative ads
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involves a finacial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.
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advertising appeal
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creative tactic designed to capture the audiences attention and promote preference for the product or company being advertised. (Logic, Emotion, Humor, Celebrity, Sex, Music, Scarcity)
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ad. media
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communications channels, such as newspapers, radio, tv, and the web.
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media plan
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outlines the advertising budget, the schedule of when ads will appear, and discussion of the media mix.
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media mix
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combination of print, broadcast, online, and other media used for an advertising campaign.
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value-added content
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such as informative articles and how to videos.
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Product placement
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paid display or use of products in tv shows, movies, and video games.
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hybrid media
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viewers can instantly buy using they technology
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direct marketing
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direct communication other than personal sales contacts designed to stimulate a measurable response.
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customer database
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Computer file that contains contact histories, purchase records, and profiles of each buyer or potential buyer
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direct mail
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Printed materials addressed to individual consumers, households, or business contacts.
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serch engine marketing
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Automated presentation of ads that are related to results of online search or displays on other web pages.
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advertising exchange or ad. network
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a collection of websites that sell space on their pages for such ads.
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inbound
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when buyers call in to place orders
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outbound
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when sellers contact potential buyers with sales offers.
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direct response television
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us of tv commercials and longer format informercials that are designed to stimulate an immediate purchase response from viewers.
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personal selling
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one on one interaction between saler and buyer.
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consultative selling
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approach in which the salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs.
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prospecting
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process of finding and qualifying potential customers (generating sales leads, identifying prospects, qualifying prospects)
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canned sales pitch
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the salesperson recites or even reads a stock message with no regaurd for the customers unique circumstances.
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closing
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point at which a sale is completed
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sales promotion
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wide range or events and activities designed to promote a brand or stimulate interest in a product
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coupons
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certificates that offer discounts on particular items and are redeemed at the time of purchase
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mobile coupon
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electronic coupon
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rebates
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companies offer partial reimbursement of the price as a purchase incentive.
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point of purchase (POP) display
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ad. or other display materials set up at retail locations to promote products.
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impulse purchase
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unplanned purchases
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premiums
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free or bargain priced items offered ro encourage consumers to buy a product
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specialty ads.
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(pens, tshirts, calenders) helps keep a companys name in front of customers.
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trade promotions
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sales promotion efforts aimed at inducing distributors or retailers to push a producers products
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trade allowances
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discounts or other financial considerations offered by producers to wholesalers and retailers
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forward buying
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customer loads up on merchandise while the price is low.
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social media
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Communication vehicles such as blogs, user contributed content sites, and social booking sites, in which customers and other members opf the public can participate
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word of mouth
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Comm. among customers through convos.
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buzz marketing
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create a buzz among customers
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sentiment analysis
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tracking social media with automated language analysis software that tries to take the pulse of public opinion and identify influential opinion makers.
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conversation marketing
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companies initiate and facilitate conversations in a networked community of customers, journals, bloggers, Twitter users, and other interested parties.
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champions
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enthusiastic fans of a company and its products
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brand communities
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groups of people united by their interest in and ownership of particular products.
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public relations
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nonsales communication that businesses have with their various audiences
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press release
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a short message sent to the media covering topics that are of potential news interest.
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press conference
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at which reporters can listen to company represntatives and ask questions.
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webcasts
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online presentations that reach thousands.
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