MAR 3023 EXAM 5-Chapter 18 UCF Massiah
Advertising - -The placement of announcements and persuasive messages purchased in
any form of mass media by businesses who seek to inform and/or persuade members of a
target market about their products, services, organizations, or ideas.
-AIDA model - -A common model of the series of mental stages through which consumers
move as a result of marketing communications: Awareness leads to Interests, which lead to
Desire, which leads to Action.
-aided recall - -Occurs when consumers recognize a name (e.g., of a brand) that has been
presented to them.
-blog (weblog) - -a common web page that contains periodic posts
-brand awareness - -refers to a potential customer's ability to recognize or recall that the
brand name is a particular type of retailer or product/service
-click-through rate (CTR) - -the number of times a user clicks on an online ad divided by
the number of impressions
-communication channel - -The medium—print, broadcast, the Internet—that carries the
message.
-Decoding - -the process by which the receiver interprets the sender's message
-direct marketing - -marketing that communicates directly with target customers to
generate a response or transaction
-Encoding - -the processing of information into the memory system
-feedback loop - -allows the receiver to communicate with the sender and thereby informs
the sender whether the message was received and decoded properly
-Frequency - -how often the audience is exposed to a communication within a specified
period of time
-Gross Rating Points (GRPs) - -a reference number used by advertisers that is obtained by
multiplying reach (expressed as a percentage of the total market) by frequency
-impressions - -the number of times an advertisement appears in front of the user
-Integrated Marketing Communications (IMC) - -Represents the promotion dimension of
the four Ps; encompasses a variety of communication disciplines—general advertising,
Advertising - -The placement of announcements and persuasive messages purchased in
any form of mass media by businesses who seek to inform and/or persuade members of a
target market about their products, services, organizations, or ideas.
-AIDA model - -A common model of the series of mental stages through which consumers
move as a result of marketing communications: Awareness leads to Interests, which lead to
Desire, which leads to Action.
-aided recall - -Occurs when consumers recognize a name (e.g., of a brand) that has been
presented to them.
-blog (weblog) - -a common web page that contains periodic posts
-brand awareness - -refers to a potential customer's ability to recognize or recall that the
brand name is a particular type of retailer or product/service
-click-through rate (CTR) - -the number of times a user clicks on an online ad divided by
the number of impressions
-communication channel - -The medium—print, broadcast, the Internet—that carries the
message.
-Decoding - -the process by which the receiver interprets the sender's message
-direct marketing - -marketing that communicates directly with target customers to
generate a response or transaction
-Encoding - -the processing of information into the memory system
-feedback loop - -allows the receiver to communicate with the sender and thereby informs
the sender whether the message was received and decoded properly
-Frequency - -how often the audience is exposed to a communication within a specified
period of time
-Gross Rating Points (GRPs) - -a reference number used by advertisers that is obtained by
multiplying reach (expressed as a percentage of the total market) by frequency
-impressions - -the number of times an advertisement appears in front of the user
-Integrated Marketing Communications (IMC) - -Represents the promotion dimension of
the four Ps; encompasses a variety of communication disciplines—general advertising,
