what the receiver hears Noise – any interference that stems from competing messages, a lack of clarity in the message or a flaw in the medium
Feedback Loop – allows the receiver to communicate w/ the sender & thereby informs the sender whether the message was received & decoded properly AIDA Model – common model of the series of mental stages through which consumers move as a result of marketing communications; awareness leads to interests, which leads to desire, which leads to action; known as think, feel, do model 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 Aided recall – when consumers indicate they know the brand when the name is presented to them Top of Mind Awareness – highest level of awareness, occurs when consumers mention a specific brand name first when they’re asked about a product/service; by having memorable names, repeatedly exposing their name to customers through advertising, locations, & sponsorships, & using memorable symbols Lagged Effect – delayed response to a marketing communication campaign Advertising – entails the placement of announcements & persuasive messages in time or space purchased in any of the mass media by business firms, nonprofits, gov’t agencies, & individuals who seek to inform/persuade members of a particular target market about their products, services, organizations, or ideas Public Relations – organizational function that manages the firm’s communications to achieve a variety of objectives, including building & maintaining a positive image; passive Sales Promotions – special incentives or excitement building programs that encourage the purchase of a product such as coupons, rebates, contests, free samples, POP displays Personal Selling – two way flow of communication b/t a buyer & seller that’s designed to influence the buyer’s purchase decision Direct Marketing – marketing that communicates directly w/ target customers to generate a response or transaction Mobile Marketing – marketing through wireless handheld devices Blog (Weblog) – contains periodic posts on a common webpage Social Media – media content distributed through social interactions Objective & Task Method – determines the budget required to undertake specific tasks to accomplish communication objectives; set objectives, choose medium, determine costs
Rule of Thumb Methods – budgeting methods that base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecast sales, or what is left after other operating costs & forecasted sales have been budgeted Frequency – how often the audience is exposed to a communication w/I a specific period of time Reach – the percentage of the target population exposed to a specific marketing communication such as an advertisement at least once Search Engine Marketing (SEM) – type of Web advertising whereby companies pay for
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