ch 18 grewal-levy

Receivers Decode Messages Differently

(P552) Each receiver decodes a message in his or her own way, which is not necessarily the way the sender intended.

3 Elements of IMC Strategy

1. the consumer 2. the channels through which the message is communicated 3. the evaluation of the results of the communication (P548)

Search Engine Marketing (SEM)

A type of Web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine. (P568) Google AdWords a search engine marketing tool offered by Google that allows advertisers to show up in the Sponsored Links section of the search results page baed on the keywords potential customers use (568)

Desire

After the firm has piqued the interest of its target market, the goal of subsequent IMC messages should move the consumer from "I like it" to "I want it" (P554-555)

AIDA Model

Awareness leads to Interest, which leads to Desire, which leads to Action. At each state, the consumer makes judgments about whether to take the next step in the process. (P553) "THINK,FEEL,DO" MODEL

Awareness

Even the best marketing communication can be wasted if the sender doesn't gain the attention of the consumer first. (P554)

Integrated Marketing Communications

encompasses a variety of communication disciplines in combination to provide clarity, consistency, and maximum communicative impact (P548) Represents the Promotion P of the four P's.

Frequency

how often the audience is exposed to a communication within a specified period of time (P566)

Noise

is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. (P551)

Aided Recall

is when consumers indicate they know the brand when the name is presented to them. (P554)

Transmitter

marketing department's role to receive the information and transform it for usage (P549)

Direct marketing

marketing that communicates directly with target customers to generate a response or transaction (P5590

Mobile Marketing

marketing through wireless handheld devices such as cell phones (P560)

Social Media

media content distributed through social interactions (P563) 3 most popular facilitator of social media are YouTube, Facebook, and Twitter

Brand Awareness

refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service. (P554)

Decoding

refers to the process by which the receiver interprets the sender's message (P551)

Sales Promotions

special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point of purchase displays. (P558)

Top-of-Mind awareness

the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service. (P554)

Communication Channel

the medium--print, broadcast, the Internet, and so forth-- that carries the message (P550)

Click-through Rate

the number of times a user clicks on an ad divided by the number of impressions (P568)

Impressions

the number of times the ad appears in front of the user (P568)

Public Relations

the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media (P557)

Reach

the percentage of the target population exposed to a specific marketing communication at least once (P566)

Sender

the person that a message originates from who must be clearly identified to the intended audience (P549)

Receiver

the person who reads, hears, or sees and processes the information contained in the message and/or advertisement (P551)

Advertising

the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non-profits, government agencies, and individuals who seek to inform and/or persuade members of a particular target audience about their products, services, organizations, or ideas (P557) MOST VISIBLE OF IMC COMPONENTS

Personal Selling

the two-way flow of communication between a buyer and a seller that is designed to influence the buyer 's purchase decision (P559)

Rule-of-thumb methods

use prior sales and communication activities to determine the present communication budget. (P565)

Action

The ultimate goal of any marketing communication is to drive the receiver to action. (P555)

Total marketing communications budget

This process--set objectives, choose media, and determine costs--must be repeated for each product or service. The sum of all the individual communication plan budgets becomes the firm's total marketing communications budget. (P565)

CRT Rate

To calculate CTR, he takes the number of times a user clicks on an ad and divides it by the number of impressions. (P568)

Traditional Media

When measuring IMC success, the firm should examine when and how often consumers have been exposed to various marketing communications. (P566)

Lagged Effect

a delayed response to a marketing communication campaign. (P555)

Feedback Loop

allows the receiver to communicate with the sender and thereby informs the sender whither the message was received and decoded properly. (P551)

Blogs

contains periodic posts on a common webpage.(P562)

Encoding

converting the sender's thoughts into a message, which could be verbal, visual, or both (P549)

Objective-and task method

determines the budget required to undertake specific tasks to accomplish communication objectives. (P565) To use this method, marketers first establish a set of communicatio objectives, then determine which media best reach the target market an how much it will cost to run the number and types of communications necessary to achieve the objectives.

Websites

Firms have increased their emphasis on communicating with customers through their websites. (P560)

Planning for and Measuring IMC Success

Goals; Setting and Allocating the IMC Budget; Measuring Success Using Marketing Metrics; Planning, Implementing, and Evaluating IMX Programs--An Illustration of Google Advertising (P563)

Gross Rating Points (GRP)

Marketing communications managers usually state their media objectives in terms of gross rating points, which represents reach multiplied by frequency (GRP=reach X frequency) (P566)

Interest

Once the consumer is aware that the company or product exists, communication must work to increase his or her interest level. (P554)

Return on Investment (ROI)

ROI=Sales revenue - Advertising cost/Advertising Cost (P568)

Quality Score

The quality score looks at a variety of factors to measure how relevant a keyword is to an ad's text and to a user's search query. (P568)

Relevance

The relevance of the ad describes how useful an ad message is to the consumer doing the search. (P568)