Marketing 3000 Chapter 16

Lagged Effect
A deleted response to a marketing communication campaign
Advertising
A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future
Personal Selling
The two-way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision
Sales promotion
Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contest, free samples
Direct Marketing
Sales and promotional techniques that deliver promotional materials individually to potential customers
M-Commerce
Communicating with or selling to consumers through wireless handheld devices such as cell phones
Public Relations
the organizational function that manages the firm’s communication to achieve a variety of objectives.
Blog
A web page that contains periodic posts; corporate blogs are a new form of marketing communications
Social Shopping
The use of the internet to communicate about product preferences with other shoppers
Objective and Task Method
An IMC budgeting method that determines the cost required to undertake specific task to accomplish communication objectives
Rule Of Thumb Methods
Budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasting sales, or what is left after other operating costs.
Competitive Parity
A firm’s strategy of setting prices that are similar to those of major competitors
Percentage of Sales
A method of setting an IMC budget based on a fixed percentage of forecasting sales
Affordable Budgeting
A method of setting an IMC budget in which the firm first forecasts their sales and expenses excluding IMC.
Frequency
Measure of how often the audience is exposed to a communication within a specified period of time
Reach
Measure of consumers’ exposure to marketing communications.
Gross Rating Points
Measure used for various media advertising. Reach X Frequency
Web Tracking Software
Used to assess how much time viewers spend on particular web pages and the number of pages they view
Click-through tracking
A way to measure how many times users click on banner advertising on web sites
Online Couponing
A promotional web technique in which consumers print a coupon directly from a site and then redeem the coupon in a store
Online Referencing
A promotional web technique in which consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest
Search Engine Marketing
A tool that allows firms to show up in searches based on the keywords potential customer use
Click-through rate
An online measure of reach. CTR equals the number of times a potential customer clicks on an ad divided by the number of impression
Impressions
The number of times an online ad appears in front of a user
Relevance
Describes how useful an ad message is to a consumer doing an internet search