David Yorke
Biographic Data
| ID | 10789031 |
|---|---|
| NAME | David Yorke |
| GIVEN NAMES | David |
| FAMILY NAME | Yorke |
| SIGNATURE | YORKE D |
| AFFILIATIONS | University of Manchester |
| VERIFIED | No |
| TOTAL WORKS | 50 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 50 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2015 |
| LATEST PUBLICATION YEAR | 2015 |
| H-INDEX | 0 |
Selective Retention
Retention of a positive message in the mind of a buyer/customer/consumer is a prime objective of Marketing Communications.
Conative Stage
Consumer decision‐making models ( see Decision Making) which suggest that a target buyer or customer moves from a state of ignorance or unawareness of an organization and/or its products or services to ultimately making a purchase comprise three main stages: Cognitive Stage, Affective Stage, and conative.
Telemarketing
Telemarketing (or telephone selling) systematically uses a D atabase of actual and potential customers to define and sell to customers with a high probability of purchase.
Frequency
As part of their advertising programs, organizations have to decide which media to use, and a major consideration here is the desired frequency, that is, the number of times within a specified period that an average person, household, or organization is exposed to the advertising message.
Cue
A cue is a non‐verbal signal communicated by a person, a product, or service that serves to give direction to customer drives or motives.
Dagmar Model
The Defining Advertising Goals for Measured Advertising Results model (DAGMAR) is a model of Marketing Communications that was developed specifically for the measurement of Advertising effectiveness.
Exhibitions
Exhibitions or trade shows are an element in the marketing C ommunications M ix.
Attention
Attention is the first stage in the AIDA model of Marketing Communications.
External Audit
The external audit consists of collecting and analyzing information on the different aspects (economic, social, legal, technological, political, etc.) of the environment within which the organization is operating, with a view to identifying, for example, motives for and against becoming an exporting organization.
Awareness
Awareness is the first step in the dagmar ( see DAGMAR Model) and innovation‐adoption ( see Innovation–Adoption Model) models of Marketing Communications which focus on the consumer‐purchasing process.
Price Promotions
Some pricing decisions involve a short‐term adjustment to the price of an existing product/service, possibly prompted by disappointing sales caused by an economic downturn, competitors' activities, seasonality, and so on.
Impact
In the context of A dvertising and decisions relating to choice of media ( see M ass M edia), organizations take account of the potential impact of advertisements.
Codes of Practice
It is desirable that industries conform to certain rules or regulations in the conduct of their business.
Affective Stage
Marketing Communications models, which state that a target buyer or customer moves along a spectrum from a state of ignorance or unawareness of an organization and/or its products or services to ultimately making a purchase, comprise three principal stages, namely, the Cognitive Stage, affective stage, and Conative Stage (or behavioral).
Reach
When organizations are planning their advertising and, in particular, deciding on which media to use, they have to consider the desired reach of their advertising, that is, the number of persons, households, or organizations exposed to a particular media schedule at least once during a specified period of time.
Coupons
Coupons are a Sales Promotion device which try to persuade buyers/customers to purchase.
Consumer Protection
Despite the notion of caveat emptor (let the buyer beware), consumer protection is now a part of the legal framework of most developed countries.
Indirect Communications
M arketing C ommunications may be either direct, for example, personal, face‐to‐face, verbal, or in writing with the targeted buyer, customer, or consumer; or indirect where it is intended that the target will receive a communication message through an appropriate impersonal channel.
Point of Purchase
Point of purchase is the place at which the purchase (by an individual or a group) of a product or service is made.
Buy–Feel–Learn Model
The buy–feel–learn ( BFL ) model in Marketing Communications suggests that in some situations buyers/customers do not follow the logical learn–feel–buy sequence.
Outbound Communications
Communications in Direct Marketing may be either inbound ( see Inbound Communications) or outbound.
Word‐of‐Mouth Communications
Word‐of‐mouth communication is a non‐commercial form of marketing communication where the sender of the message is assisted by intermediaries in attempting to reach the target buyer/customer/consumer.
Cognitive Stage
Models of the Marketing Communications process suggest that a target buyer or customer moves from a state of ignorance or unawareness of an organization and/or its products or services to ultimately make a purchase.
Discretionary Income
An element in the economic environment, discretionary income, that is, that part of household net income which remains after fixed commitments such as mortgage and loan repayments have been made, is likely to vary from one market segment to another.
Inbound Communications
Communications in D irect M arketing may be either inbound or outbound ( see O utbound C ommunications).
No prominent works on this page.
Selective Retention
Retention of a positive message in the mind of a buyer/customer/consumer is a prime objective of Marketing Communications.
Conative Stage
Consumer decision‐making models ( see Decision Making) which suggest that a target buyer or customer moves from a state of ignorance or unawareness of an organization and/or its products or services to ultimately making a purchase comprise three main stages: Cognitive Stage, Affective Stage, and conative.
Telemarketing
Telemarketing (or telephone selling) systematically uses a D atabase of actual and potential customers to define and sell to customers with a high probability of purchase.
Frequency
As part of their advertising programs, organizations have to decide which media to use, and a major consideration here is the desired frequency, that is, the number of times within a specified period that an average person, household, or organization is exposed to the advertising message.
Cue
A cue is a non‐verbal signal communicated by a person, a product, or service that serves to give direction to customer drives or motives.
Dagmar Model
The Defining Advertising Goals for Measured Advertising Results model (DAGMAR) is a model of Marketing Communications that was developed specifically for the measurement of Advertising effectiveness.
Exhibitions
Exhibitions or trade shows are an element in the marketing C ommunications M ix.
Attention
Attention is the first stage in the AIDA model of Marketing Communications.
External Audit
The external audit consists of collecting and analyzing information on the different aspects (economic, social, legal, technological, political, etc.) of the environment within which the organization is operating, with a view to identifying, for example, motives for and against becoming an exporting organization.
Awareness
Awareness is the first step in the dagmar ( see DAGMAR Model) and innovation‐adoption ( see Innovation–Adoption Model) models of Marketing Communications which focus on the consumer‐purchasing process.
Price Promotions
Some pricing decisions involve a short‐term adjustment to the price of an existing product/service, possibly prompted by disappointing sales caused by an economic downturn, competitors' activities, seasonality, and so on.
Impact
In the context of A dvertising and decisions relating to choice of media ( see M ass M edia), organizations take account of the potential impact of advertisements.
Codes of Practice
It is desirable that industries conform to certain rules or regulations in the conduct of their business.
Affective Stage
Marketing Communications models, which state that a target buyer or customer moves along a spectrum from a state of ignorance or unawareness of an organization and/or its products or services to ultimately making a purchase, comprise three principal stages, namely, the Cognitive Stage, affective stage, and Conative Stage (or behavioral).
Reach
When organizations are planning their advertising and, in particular, deciding on which media to use, they have to consider the desired reach of their advertising, that is, the number of persons, households, or organizations exposed to a particular media schedule at least once during a specified period of time.
Coupons
Coupons are a Sales Promotion device which try to persuade buyers/customers to purchase.
Consumer Protection
Despite the notion of caveat emptor (let the buyer beware), consumer protection is now a part of the legal framework of most developed countries.
Indirect Communications
M arketing C ommunications may be either direct, for example, personal, face‐to‐face, verbal, or in writing with the targeted buyer, customer, or consumer; or indirect where it is intended that the target will receive a communication message through an appropriate impersonal channel.
Point of Purchase
Point of purchase is the place at which the purchase (by an individual or a group) of a product or service is made.
Buy–Feel–Learn Model
The buy–feel–learn ( BFL ) model in Marketing Communications suggests that in some situations buyers/customers do not follow the logical learn–feel–buy sequence.
Outbound Communications
Communications in Direct Marketing may be either inbound ( see Inbound Communications) or outbound.
Word‐of‐Mouth Communications
Word‐of‐mouth communication is a non‐commercial form of marketing communication where the sender of the message is assisted by intermediaries in attempting to reach the target buyer/customer/consumer.
Cognitive Stage
Models of the Marketing Communications process suggest that a target buyer or customer moves from a state of ignorance or unawareness of an organization and/or its products or services to ultimately make a purchase.
Discretionary Income
An element in the economic environment, discretionary income, that is, that part of household net income which remains after fixed commitments such as mortgage and loan repayments have been made, is likely to vary from one market segment to another.
Inbound Communications
Communications in D irect M arketing may be either inbound or outbound ( see O utbound C ommunications).
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