Integrated Marketing Communications (IMC) Show
represents the Promotion P of the four Ps.
The message originator, who must be clearly identified to the intended audience. The marketing department or external agency receives the information and transforms it for use in its role as the transmitter. Converting the sender's ideas into a message, which could be verbal, visual, or both. The medium- print, broadcast, the Internet, and so forth- that carries the message. The person who reads, hears, or sees and processes the information contained in the message and/ or advertisement. The process by which the receiver interprets the sender's message. Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium. Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. Ex. Customer's purchase of the item, a complaint or compliment, etc.
refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/ service. when the consumers indicate they know the brand when the name is presented to them. The highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service. (evoked set) A delayed response to a marketing communication campaign. It usually takes several exposures to an ad before a consumer fully processes its message. Entails the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and or persuade members of a particular target market or audience about their products, services, organizations or ideas. 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. Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-purchase displays. The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. Marketing that communicates directly with target customers to generate a response or transaction.
Marketing through wireless handheld devices, such as cellular telephones. Contains periodic posts on a common webpage.
Media content distributed through social interactions. The three most popular facilitators of social media are YouTube, Facebook, and Twitter. Objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.
Method using prior sales and communication activities to determine the present communication budget.
how often the audience is exposed to a communication within a specified period of time. The percentage of the target population exposed to a specific marketing communication, such as an adveretisement, at least once. Gross rating points (GRP) Media objectives represented as reach multiplied by frequency
Search engine marketing (SEM) A search engine marketing tool (like Google AdWords) that allows advertisers to show up in the Sponsored Links section of the search results page based on the keywords potential customers use. The number of times the ad appears in front of the user The number of times a user clicks on an ad and divided by the number of impressions.
Describes how useful an ad message is to the consumer doing the search. Return on investment (ROI)
Is a form of communication that directly targets customers to generate a response or transaction?Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. By contrast, advertising is of a mass-message nature.
What type of marketing uses a variety of forms to communicate directly with Target?Direct marketing is a form of advertising that allows businesses to communicate directly with customers through variations of marketing. The goal of direct marketing ends in a tangible result, such as a purchase or people interested in more information about your business.
What method is used to communicate with customers in marketing?Companies communicate with their customers in so many ways these days. They send email, surveys, post information on social media and their websites, call, chat, or text them. Not all of these forms of business communication are welcomed by the customer when they happen or are even effective.
Is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction?Direct marketing is a type of promotion that entails communicating information on a product, service, or company directly to the customers. All promotional information is relayed without intermediaries and any third parties.
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Is marketing that communicates directly with target customers to generate a response or transaction?
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