Definitions
Communication
Transmitting, receiving and processing information between the sender and receiver.
What is content grazing?
Looking at two or more screens at the same time while accessing content.
A _____ forms the basis for integrated marketing communications.
strategic marketing plan
Mobile Marketing is a trend that is affecting what?
Marketing communications
A marketing channel consists of what?
A producer or manufacturer vending goods to wholesalers.
Decode
A message that reaches one or more receiver's senses (touch, sight, hearing, taste, smell).
What is the difference between investigative and social spider-webbing?
Investigative spider-webbing occurs when the consumer pursues specific content while social spider-webbing occurs when consumers share the content or information.
positioning, differentiation and branding
What provides consumers with access to a wealth of information?
What is one way retailers seek to maintain channel power?
Controlling shelf space to determine what products are being put out.
Integrated Marketing Communications (IMC)
Utilizing all marketing tools, avenues and sources in order to have a pitch that impacts both customer and stakeholders.
What uses the example of a customer looking for a Chinese restaurant in one area with a PC while obtaining reviews?
The quantum journey
What environments are covered when marketers are conducting a SWOT analysis?
Internal and external environments
Other leading platforms have created and impact on both ______ and _______ markets.
consumer and business
Why do individual consumers have more power now than ever before?
Due social media allowing customers to vent about good and bad experiences to large audiences.
SWOT
The strengths, weaknesses, threats and opportunities of the marketers' external environment.
Marketers recognize that today's consumer use _____ in several ways.
multiple devices
Many companies have replaced 30 second television spots with what three advertisements?
digital, social and alternative
What has been causing the new trends in advertising/mobile marketing?
Smartphones
What primary source do consumers use to seek opinions about certain brands and products?
The feedback of friends and family.
Brand Parity
When receivers select from multiple brands rather than one since the quality isn't a concern.
What methods do marketers' need to take in order reach consumers and get a better understanding?
Content grazing, investigative spider-webbing, quantum journey, and social spider-webbing
Why are business owners and corporate executives not willing to do more TV commercials and glossy ads?
Because of increasing cost and are less achievable.
What mobile marketing strategy did Snapchat do P&G and Ulta stores?
They set up geofilters at the top of posts in order to see the CoverGirl Star Wars cosmetic line when close to an Ulta stores.
What are some new shopping patterns and retail methods that have taken place?
Pick-up lanes, online ordering and contactless delivery.