- 5A framework
- map of the consumer’s various need states as they find out about a product and finally decide to purchase
- advertising
- a paid form of nonpersonal communication about a product, service, or idea
- buy one get one (BOGO)
- promotion strategy in which consumers are offered the opportunity to buy one product at regular price and get a second item free
- communication channel
- delivery mechanism that takes the message from the company to the consumer
- continuous promotional schedule
- process of conducting promotions year-round on a regular schedule
- coupons
- sales promotion strategy that works to induce a consumer to buy a product based on a price reduction
- creative strategy
- method of translating a message into words, images, and sounds
- decoding
- method of transforming and interpreting a message
- direct marketing
- method of promotion that directly connects with the customer and generally requires a response or transaction
- emotional appeals
- advertising messages that appeal to human emotions
- encoding
- process of putting ideas and thoughts into a transmittable form
- enter to win
- promotion strategy where consumers must complete entry requirements for a chance to win something of value from a company
- fear appeals
- campaigns that seek to change behavior through fear
- feedback loop
- notification that the message has been received between the sender and the receiver
- flighting promotion schedule
- process of running a period of heavy promotions and then going for a period of time without any promotional messaging
- frequency
- number of times the target market is exposed to a promotion
- integrated marketing communications
- development and execution of multiple promotional methods that include a coordinated message
- Internet/digital marketing
- promotional method that utilizes the Internet and digital technology such as text messaging, phone applications, and social media to reach consumers
- key performance indicators (KPIs)
- methods of evaluating promotional campaigns
- medium
- various methods of communicating with a target audience; may include broadcast, print, outdoor, and other forms
- message strategy
- method of developing a message based on how the message will best tie the brand to the target market
- moral appeal
- information communicated to the consumer to appeal to their sense of right and wrong
- noise
- unplanned distractions that interfere with the communication between a sender and a receiver
- paid sponsorship
- when a person promoting a product is paid by the company to make the endorsement
- personal selling
- one-to-one communication between the seller and the buyer; used to inform and persuade the buyer
- promotion mix
- tactics marketers use to communicate with the customer
- promotional mix elements
- tactics to communicate with the customer including advertising, sales promotion, personal selling, public relations, and direct marketing
- public relations
- nonpaid, nonpersonal communication
- puffery
- providing unrealistic and unsubstantiated claims about a product
- pulsing schedule
- process of running steady promotions followed by a period of heavy promotions
- rational appeals
- information communicated to the consumer based on how they will benefit
- rebates
- sales promotion strategy in which consumers must provide key information to a company in exchange for dollars off the product
- receiver
- intended message recipient
- return on customer investment (ROCI)
- a marginal analysis that shows the efficiency of marketing communication spending
- sales promotion
- promotion that creates an incentive to purchase; provides for a fairly immediate increase in sales in the short term
- sender
- source of a message; can be an organization or person