CHAPTER 11 – Integrated Marketing Communications
This approach ensures all marketing messages and promotional tools communicate a consistent message.
What is Integrated Marketing Communications (IMC)?
This type of direct marketing uses personalized messages and is highly cost-effective.
What is email marketing?
Outsourcing to work to companies located overseas.
What is offshoring?
This is the only element of the marketing mix that actually generates revenue.
What is price?
This element of the promotion mix is paid, non-personal communication delivered to many people at once.
What is advertising?
Making a website appear higher in search engine results through keyword optimization is called what?
What is search engine optimization (SEO)?
Loss of control has consequence for quality and safety. This is a risk in ___________.
What is outsourcing?
Setting a low initial price to penetrate the market and attract many buyers quickly is called what?
What is penetration pricing?
The process by which consumers interpret and assign meaning to an encoded marketing message is called what?
What is decoding?
A webpage users land on after clicking an ad — designed to convert visitors into buyers — is called a what?
What is a landing page?
This is the process of estimating how much a good or service a customer will buy.
What is Demand Planning?
This illegal practice involves companies secretly agreeing to set prices at the same level.
What is price fixing?
In the AIDA model, this stage refers to creating a want for a product.
What is desire?
This fast-growing transaction method involves purchasing through smartphones or mobile apps.
What is m-commerce?
This is the most expensive means of transportations for product overseas.
What is Air?
The formula for this important pricing concept is:
What is the breakeven point?
This PR tool involves preparing written information hoping journalists or media outlets will share it — with no guarantee it will be used.
What is a press release?
This analytical tool shows metrics like visitor location, session duration, scroll depth, and conversion rates.
What is Google Analytics?
The physical flow of materials in the supply chain.
This pricing approach starts with the price customers are willing to pay and works backward to develop the product.
What is demand-backward pricing?