12.8: Key Terms
- Page ID
- 100199
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)| Words (or words that have the same definition) | The definition is case sensitive | (Optional) Image to display with the definition [Not displayed in Glossary, only in pop-up on pages] | (Optional) Caption for Image | (Optional) External or Internal Link | (Optional) Source for Definition |
|---|---|---|---|---|---|
| (Eg. "Genetic, Hereditary, DNA ...") | (Eg. "Relating to genes or heredity") |  |
The infamous double helix | https://bio.libretexts.org/ | CC-BY-SA; Delmar Larsen |
| Word(s) | Definition | Image | Caption | Link | Source |
|---|---|---|---|---|---|
| 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 |