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Chapter 1 Advertising Class LCTI Dual Enrollment
Terms in this set (29)
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.
direct response advertising
a form fo advertising for a product for a product or service that elicits a sales response directly from the the advertisers
exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public
The phase of the promotional planning process that focuses on factors such as the characteristics of an organization's customers, market segments, positioning strategies, competitors, and marketing environment.
Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, image, attitudes, preferences, or purchase intentions.
The phase of the promotional planning process that focuses on the product/service offering and the firm itself, including the capabilities of the firm and its ability to develop and implement a successful integrated marketing communications program.
A variety of media that allow the consumer to interact with the source of the message, actively receiving information and altering images, responding to questions, and so on.
Integrated Marketing Communications (IMC)
A strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to both generate short-term financial returns and build long-term brand and shareholder value.
integrated marketing communications plan
A document that provides the framework for developing, implementing, and controlling an organization's integrated marketing communications program.
integrated marketing communications objectives
statements of what various aspects of the integrated marketing communications program will accomplish with respect to factors such as communication tasks, sales, market share and the like
Promotional activity designed for delivery to cell phones, smartphones, tablets, and other handheld devices that includes apps, messaging, commerce, and customer relationship management.
Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability.
Channels of marketing communication that a company controls, such as its websites, blogs, and mobile apps as well as social media channels.
a strategy whereby companies sell their products through multiple distribution channels including retail stores, online, catalogs, and mobile apps
Channels of communication a marketer pays for including traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads.
person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea
communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship
The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and exedcutes a program to earn public understanding and and acceptance
Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.
online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences, perspectives, and even media themselves
each and every opportunity a consumer has to see or hear about a company and/or its brands or have an encounter or experience with it.
Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.
The tools used to accomplish an organization's communications objective. The promotional mix includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.
The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.
the customer's perception of all the benefits of a product or service weighed against the costs of acquiring adn consuming it
the controlable elements of a a marketing program including product, price, place and promotion
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing
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