Chapter 15
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Created by:
amcretella on May 3, 2011
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Integrated Marketing Communications and Direct Marketing
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41 terms
Terms | Definitions |
|---|---|
 Promotional Mix | combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers |
| Integrated Marketing Communications | concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences |
| Communication | process of conveying a message to others |
| Source | may be a company or person who has information to convey |
| Message | the information sent by a source |
| Channel of Communication | message conveyed by means such as a salesperson, advertising media, or public relations tools |
| Receiver | consumers who read, hear, or see the message |
| Encode | the process of having the sender transform an idea into a set of symbols |
| Decode | reverse, process of having the receiver take a set of symbols, the message, and transform them back to an idea |
| Field of Experience | similar understanding and knowledge the sender and receiver apply to the message |
| Feedback Loop | consists of a response and feedback |
| Response | the impact the message had on the receiver's knowledge, attitudes, or behaviors |
| Feedback | the sender's interpretation of the response and indicates whether the message was decoded and understood as intended |
| Noise | includes extraneous factors that can work against effective communication by distorting a message or the feedback received |
| Five Promotional Alternatives | 1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion 5. Direct Marketing |
| Advertising Element | - mass selling - fees paid for space or time - efficient means for reaching large numbers of people - high absolute costs and difficult to receive good feedback |
| Personal Selling Element | - customized selling - fees paid to salespeople as either salaries or commissions - immediate feedback, very persuasive, can select audience, can give complex info - very expensive per exposure, messages may be different between salespeople |
| Public Relations Element | - mass selling - no direct payment to media - often most credible source in the consumer's mind - difficult to get media cooperation |
| Sales Promotion Element | - mass selling - wide range of fees paid, depending on promotion selected - effective at changing behavior in short run, flexible - easily abused, can lead to peomotion wars, easily duplicated |
| Direct Marketing Element | - customized selling - cost of communication through mail, phone, or computer - messages can be prepared quickly, facilitates relationship with customer - declining customer response, database management is expensive |
| Advertising | any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor |
| Personal Selling | two-way flow of communication between a buyer and seller, often in a face-to-face encounter; designed to influence a person's or group's purchase decision |
| Public Relations | form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and others about a company and its products or services |
| Publicity | nonpersonal, indirectly paid presentation of an organization, good, or service |
| Sales Promotion | a short-term offer designed to arouse interest in buying a good or service |
| Direct Marketing | promotional element that uses direct communication with consumers to generate a response in the form of an order; a request for further information, or a visit to a retail outlet |
| Introduction Stage | - primary promotional objective is informing consumers in an effort to increase their level of awareness - all the promotional mix elements are used at this time |
| Growth Stage | - primary promotional objective is to persuade the consumer to buy the product - advertising is used to communicate brand differences, personal selling is used to solidify the channel of distribution |
| Maturity Stage | - objective is to maintain existing buyers - advertising's role is to remind buyers of the product's existence, sales promotion (in form of discounts and coupons) is important in maintaining loyal buyers |
| Decline Stage | - period of phase-out for the product - little money is spent in the promotional mix |
| Push Strategy | directing the promotional mix to channel members to encourage them to order and stock a product |
| Pull Strategy | directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product |
| Hierarchy of Effects | sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption |
| Awareness | consumer's ability to recognize and remember the product or brand name |
| Interest | an increase in the consumer's desire to learn about some of the features of the product or brand |
| Evaluation | consumer's appraisal of the product or brand on important attributes |
| Trial | consumer's actual first purchase and use of the product or brand |
| Adoption | through a favorable experience on the first trial, the consumer's repeated purchase and use of the product or brand |
| Direct Orders | the result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction |
| Lead Generation | result of direct marketing offer designed to generate interest in a product or a service and a request for additional information |
| Traffic Generation | outcome of direct marketing offer designed to motivate people to visit a business |
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