Test 3 Studyguide10,17-21Chapter 10Digital 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 marketingAddressability- 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 networkInteractivity- 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 peopleOnline Fraud- Any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal informationChapter 17Integrated Marketing Communications- Coordination of promotion and other marketing efforts for maximum informational and persuasive impact Communication-A sharing of meaning through the transmission of informationSource- 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 brandPioneer Promotion- Promotion that informs consumers about a new productSelective 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 channelPull 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 companiesBuzz Marketing- An attempt to incite publicity and public excitement surrounding a product through a creative eventViral 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 18Advertising- 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 productCompetitive 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 itAdvertising 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 percentageCompetition-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
View Full Document
Unlocking...