Test 3 Studyguide 10 17 21 Chapter 10 Digital Media Electronic media that function using digital codes when we refer to digital media we are referring to media available via computers cell phones smartphones and other digital devices that have been released in recent years Digital Marketing Uses all digital media including the internet and mobile and interactive channels to develop communication and exchanges with customers Electronic Marketing The strategic process of distributing promoting pricing products and discovering the desires of customers using digital media and digital marketing Addressability The ability of a marketer to identify customers before they make a purchase Social Network Web based meeting place for friends family coworkers and peers that allow users to create a profile and connect with other users for purposes that range from getting acquainted to keeping in touch to building a work related network Interactivity Allows customers to express their needs and wants directly to the firm in response to its marketing communications Accessibility The ability to obtain digital information Connectivity Use of digital networks to provide linkages between information providers and users Control Customers abilities to regulate the information they view and the rate and sequence of their exposure to that information Blogs Web based journals in which writers editorialize and interact with other internet users Wiki Type of software that creates an interface that enables users to add or edit the content of some types of websites Podcast Audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers podcasts offer the benefit of convenience giving users the ability to listen to or view content when and where they choose Crowdsourcing Refers to the way digital media can be used to outsource tasks to a large group of people Online Fraud Any attempt to conduct fraudulent activities online including deceiving consumers into releasing personal information Chapter 17 Integrated Marketing Communications Coordination of promotion and other marketing efforts for maximum informational and persuasive impact Communication A sharing of meaning through the transmission of information Source A person group or organization with a meaning it tries to share with a receiver or an audience Receiver The individual group or organization that decodes a coded message Coding Process Converting meaning into a series of signs or symbols Communication Channel The medium of transmission that carries the coded message from the source to the receiver Decoding Process Converting signs or symbols into concepts and ideas Noise Anything that reduces a communication s clarity and accuracy Feedback The receiver s response to a decoded message Channel Capacity The limit on the volume of information a communication channel can handle effectively Promotion Communication to build and maintain relationships by informing and persuading one or more audiences Primary Demand Demand for a product category rather than for a specific brand Pioneer Promotion Promotion that informs consumers about a new product Selective Demand Demand for a specific brand Promotion Mix A combination of promotional methods used to promote a specific product Kinesic Communication Communicating through the movement of head eyes arms hands legs or torso Proxemic Communication Communicating by varying the physical distance in face to face interactions Tactile Communication Communicating through touching Push Policy Promoting a product only to the next institution down the marketing channel Pull Policy Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel Word of Mouth Communication Personal informal exchanges of communication that customers share with one another about products brands and companies Buzz Marketing An attempt to incite publicity and public excitement surrounding a product through a creative event Viral Marketing A strategy to get consumers to share a marketer s message often through e mail or online videos in a way that spreads dramatically and quickly Product Placement The strategic location of products or product promotions within entertainment media content to reach the product s target market Chapter 18 Advertising Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Institutional Advertising Advertising that promotes organizational images ideas and political issues Advocacy Advertising Advertising that promotes a company s position on a public issue Product Advertising Advertising that promotes the uses features and benefits of products Pioneer Advertising Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product Competitive Advertising Tries to stimulate demand for a specific brand by promoting its features uses and advantages relative to competing brands Comparative Advertising Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics Reminder Advertising Advertising used to remind consumers about an established brand s uses characteristics and benefits Reinforcement Advertising Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it Advertising Campaign The creation and execution of a series of advertisements to communicate with a particular target audience Target Audience the group of people at whom advertisements are aimed Advertising Platform Basic issues or selling points to be included in an advertising campaign Advertising Appropriation The advertising budget for a specific time period Objective and Task Approach Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them Percent of Sales Approach Budgeting for an advertising campaign by multiplying the firm s past and expected sales by a standard percentage Competition Matching Approach Determining an advertising budget by trying to match competitors advertising outlays Arbitrary Approach Budgeting for an advertising campaign as specified by a high level executive in the firm Media Plan A plan that specifies the media vehicles to be used and the
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