440 final exam
banner ads
(internet) small, rectangular boxes containing text and perhaps a pic to support a brand
paid search
marketers bid on search terms, when consumer searches for those words using google, the marketers ad will appear on results page and advertiser only pay if people click
social media
means for consumers to share text, images, audio, and video info with each other rand with companies and vice versa
consumer adoption process
mental steps thru which someone passes from first hearing about innovation to final adoption
adoption
become regular user of product
mobile apps
bite-sized software programs that can be downloaded to smart phones
critical path scheduling (CPS)
network planning techniques to coordinate tasks in launching new product
personal influence
effect one person has on another's attitude or purchase profitability
transformational appeal
elaborates on nonproduct-related benefit or image
informational appeals
elaborates on product or service attributes or benefits
communities of practice
employees from diff departments are encouraged to share knowledge (usually on internal websites)
marketing communications
firms attempt to inform, persuade, and remind consumers (directly or indirectly) about products and brands that they sell
crowdfunding
fund projects by using social media and other means to generate interest and contributions from public
innovation
any good, service, or idea that is perceived by someone as new
venture team
cross functional group charged with developing specific product/business
conjoint analysis
deriving utility values that consumers attach to varying levels of products attributes
skunkworks
informal workplaces. develop new products here (ex: garages)
microsite
limited area on web managed and paid for by external advertiser/company
integrated marketing communications
planning that recognizes the added value of comprehensive plan
principle of congruity
psychological mechanism that states that consumers like to see seemingly related object as being as similar as possible in their favorability
innovation diffusion process
spread of new idea from its source of invention to its ultimate users/adopters
viral marketing
using internet to create word-of-mouth effects to support marketing efforts and goals
interstitials
ads, with video/animation that pop up between changes on a websites
marketing communications mix
advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling
crowdsourcing
offer needed expertise or different perspective on task such as new product development (paid or unpaid)
personal communications channels
two or more persons communicating directly face to face, person to audience, over the telephone, or thru email