COMM FINAL NOTES

webmaster
the person who manages a firm’s web site
e-active marketing
the two major components of Internet marketing: e-commerce and interactive marketing
e-commerce
selling goods and services on the internet
frequently asked questions
questions people have about various items or services (FAQs)
interactive marketing
individualizing and personalizing web content and e-mail messages for various consumers
brand spiraling
the practice of using traditional media to promote and attract consumers to a web site
blogs
online musings by an individual or group; the term is derived from web logs
search engine optimization
the process of increasing to the probability of a particular company’s web site emerging from a search (SEO)
viral marketing
an advertisement that is tied to an email or other form of online communication in which one person passes on an advertisement or email to other consumers
buzz marketing
emphasizes consumers passing along information about a product to others, and is also known as word-of-mouth marketing
guerrilla marketing
programs designed to obtain instant results using limited resources by relying on creativity, quality relationships, and the willingness to try new approaches
product placement
the planned insertion of a brand of product into a movie, television show, or some other media program
branded entertainment
the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium
lifestyle marketing
marketing methods associated with the hobbies and entertainment venues of the target audience
advergames
branded video games
point of purchase displays
any form of special display that advertises merchandise (POP)
brand communities
a link that forms due to an association between brands, a consumer, and others who own or purchase the brand
federal trade commission
a federal agency that regulates marketing communications (FTC)
puffery
when a firm makes an exaggerated claim about its products or services without making an overt attempt to deceive or mislead
substantiation
firms must be able to prove or back up any claims made by their marketing communications
consent order
a directive issued when the FTC believes a violation has occured
administration compaint
a formal proceeding similar to a court trial held before an administration law judge regarding a charge filed by the FTC
corrective advertisement
ads that bring consumers back to a neutral state, so consumers once again hold beliefs they had prior to being exposed to a false of misleading advertisement
trade regulation ruling
findings that implicate an entire industry in a case of unfair or deceptive practices