42 terms

Flashcards: Business in Action Ch 16 BUSN100 Customer Communication

After studying this chapter, you will be able to 1. Describe the three major tasks in crafting a communication strategy and identify four important legal aspects of marketing communication 2. Identify the major types of advertising, the most common advertising appeals, and the most important advertising media 3. Explain how direct marketing differs from advertising and identify the major forms of direct media 4 Describe consultative selling and explain the personal- selling process 5. Define sal…
Approach to communication based on interactive social media and conversational communication styles
social communication model
The new social model of customer communication differs from the conventional promotion model in a number of significant ways.
The Social Model of Customer Communication
The single most important idea an advertiser hopes to convey to the target audience about its products or the company
Core Message
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
communication mix
Promotional strategy that focuses on intermediaries, motivating them to promote or push products toward end users
push strategy
Promotional strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel
pull strategy
Strategy of coordinating and integrating communication and promotion efforts with customers to ensure greater efficiency and effectiveness
integrated marketing communications ( IMC)
To maximize efficiency and consis-tency, companies need to integrate their customer communication efforts. However, customers also inte-grate messages on the receiving end— including messages that might contradict messages from the company.
Message Integration in Customer Communication
The delivery of announcements and promotional messages via time or space purchased in various media
Advertising that promotes specific goods and services
product advertising
Advertising technique in which two or more products are explicitly compared
comparative advertising
Advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products
institutional advertising
Advertising that presents a company's opinions on public issues such as education or health care
advocacy advertising
Creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised
advertising appeal
Communications channels, such as newspapers, radio, television, and the World Wide Web
advertising media
Combination of print, broadcast, online, and other media used for an advertising campaign
media mix
The paid display or use of products in television shows, movies, and video games
product placement
Direct communication other than personal sales contacts designed to stimulate a measurable response
direct marketing
Computer file that contains contact histories, purchase records, and profiles of each buyer or potential buyer
customer database
Printed materials addressed to individual consumers, households, or business contacts
direct mail
Automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages
search engine marketing
The use of television commercials and longer- format infomercials that are designed to stimulate an immediate purchase response from viewers
direct response television
One-on-one interaction between a salesperson and a prospective buyer
personal selling
Approach in which the salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs
consultative selling
Process of finding and qualifying potential customers
The Personal-Selling Process
The personal-selling process can involve up to seven steps, starting with prospecting for sales leads and ending with following up after the sale has been closed.
Point at which a sale is completed
Wide range of events and activities designed to promote a brand or stimulate interest in a product
sales promotion
Certificates that offer discounts on particular items and are redeemed at the time of purchase
Partial reimbursement of price, offered as a purchase incentive
Advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions
point-of-purchase ( POP) display
Free or bargain-priced items offered to encourage consumers to buy a product
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
specialty advertising
Sales- promotion efforts aimed at inducing distributors or retailers to push a producer's products
trade promotions
Discounts or other financial considerations offered by producers to wholesalers and retailers
trade allowances
Communication vehicles such as blogs, user- contributed content sites, and social booking sites, in which customers and other members of the public can participate
social media
Communication among customers and other parties, transmitting information about companies and products through personal conversations
word of mouth
Approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties
conversation marketing
Formal or informal groups of people united by their interest in and ownership of particular products
brand communities
Nonsales communication that businesses have with their various audiences ( includes both communication with the general public and press relations)
public relations
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
press release
In-person or online gathering of media representatives at which companies announce new information; also called a news conference
press conference