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Key Terms

5A framework

map of the consumer’s various need states as they find out about a product and finally decide to purchase

advertising

a paid form of nonpersonal communication about a product, service, or idea

buy one get one (BOGO)

promotion strategy in which consumers are offered the opportunity to buy one product at regular price and get a second item free

communication channel

delivery mechanism that takes the message from the company to the consumer

continuous promotional schedule

process of conducting promotions year-round on a regular schedule

coupons

sales promotion strategy that works to induce a consumer to buy a product based on a price reduction

creative strategy

method of translating a message into words, images, and sounds

decoding

method of transforming and interpreting a message

direct marketing

method of promotion that directly connects with the customer and generally requires a response or transaction

emotional appeals

advertising messages that appeal to human emotions

encoding

process of putting ideas and thoughts into a transmittable form

enter to win

promotion strategy where consumers must complete entry requirements for a chance to win something of value from a company

fear appeals

campaigns that seek to change behavior through fear

feedback loop

notification that the message has been received between the sender and the receiver

flighting promotion schedule

process of running a period of heavy promotions and then going for a period of time without any promotional messaging

frequency

number of times the target market is exposed to a promotion

integrated marketing communications

development and execution of multiple promotional methods that include a coordinated message

Internet/digital marketing

promotional method that utilizes the Internet and digital technology such as text messaging, phone applications, and social media to reach consumers

key performance indicators (KPIs)

methods of evaluating promotional campaigns

medium

various methods of communicating with a target audience; may include broadcast, print, outdoor, and other forms

message strategy

method of developing a message based on how the message will best tie the brand to the target market

moral appeal

information communicated to the consumer to appeal to their sense of right and wrong

noise

unplanned distractions that interfere with the communication between a sender and a receiver

paid sponsorship

when a person promoting a product is paid by the company to make the endorsement

personal selling

one-to-one communication between the seller and the buyer; used to inform and persuade the buyer

promotion mix

tactics marketers use to communicate with the customer

promotional mix elements

tactics to communicate with the customer including advertising, sales promotion, personal selling, public relations, and direct marketing

public relations

nonpaid, nonpersonal communication

puffery

providing unrealistic and unsubstantiated claims about a product

pulsing schedule

process of running steady promotions followed by a period of heavy promotions

rational appeals

information communicated to the consumer based on how they will benefit

rebates

sales promotion strategy in which consumers must provide key information to a company in exchange for dollars off the product

receiver

intended message recipient

return on customer investment (ROCI)

a marginal analysis that shows the efficiency of marketing communication spending

sales promotion

promotion that creates an incentive to purchase; provides for a fairly immediate increase in sales in the short term

sender

source of a message; can be an organization or person

 

 

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