Marketing Communications
Anything that interferes with, distorts, or slows down the transmission of information.
What is noice in marketing communication?
Enhances a company’s image rather than promote a
particular product.
What is Institutional Advertising?
A coordinated effort to handle the effects of unfavorable publicity or an unexpected unfavorable event.
What is crisis management?
A subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.
What is social-commerse?
Net profit after taxes divided by total assets
What is ROI?
inform, persuade, remind, connect
What are the tasks of communication?
Defining Advertising Goals for Measured Advertising Results
Sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer.
What is trade sales promotion?
Any tool or service that uses the Internet to facilitate conversations.
What is social media?
The price at which demand and supply are equal.
What is price Equilibrium?
Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding.
What is public relation?
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
What is Unique Selling Proposition?
packaging with another product
Give an example of method of sampling?
A public relations term connoting free media such as mainstream media coverage.
What is earned media?
Cost does not change as level of output changes
What is Fixed cost?
High product quality, Rapid delivery, Low prices, Excellent service, Unique features
newspaper, magazine, radio, television, internet, outdoor media
What is monitored media?
coupons and rebates
Given an exmample of consumer sales promotion.
Sentiment Analysis
Given an example of Social Media Metrics?
Consumers’ responsiveness or sensitivity to changes
in price
What is elasticity of demand?
Introduction, Growth, Maturity, Decline,
What are stages of product life cycle?
§Short life of message
§Consumer skepticism
§High campaign cost
§Little demographic selectivity with stations
§Long-term advertiser commitments
§Long lead times for production
Commercial clutter
What is the disadvantage of television media?
store demonstration
given an example of trade sales promotion?
Stage 5: Measuring customer satisfaction
What is stage 5 of effective listening?
The change in total costs associated with a one-unit change in output
What is Marginal Cost?