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29 Cards in this Set
- Front
- Back
Promotion Mix (Marketing Communications Mix)
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the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
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Advertising
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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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Sales Promotion
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short-term incentives to encourage the purchase or sale of a product or service
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Personal Selling
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Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
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Public Relations
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Building good relations with the company's various publics by obtaining favorable publicity
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Direct Marketing
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direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
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Integrated marketing Communications (IMC)
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carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
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Buyer Readiness Stages
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the stages consumers pass through on their way to purchase- awareness, knowledge, liking, preference, conviction, and purchase.
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Personal Communication Channels
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channels through which two or more people communicate directly with each other, including face to face, on the phone, email, or even through IM
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Word-of-Mouth Influence
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personal communication about a product between target buyers and neighbors, friends, family members, associates
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Buzz Marketing
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cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
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Nonpersonal Communication Channels
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Media that carry messages without personal contract or feedback, including major media, atmospheres, and events
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Affordable Method
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setting the promotion budget at a level management thinks the company can afford
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Percentage-of-Sales Method
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setting the promotion budget at a certain percentage of current or forecasted sales as a percentage of the unit sales price
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Competitive Parity Method
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setting the promotion budget to match competitors' outlays
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Objective and Task Method
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Developing the promotion budget by 1.) defining specific objectives
2.)Determining the tasks that must be performed to achieve these objectives 3.) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget |
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Push Strategy
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A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. the producer promotes the product to channel members who in turn promote it to final consumers.
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Pull Strategy
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A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vaccum that pulls the product through the channel
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15.1
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see page 431
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15.2
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see page 441
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Advertising Objective
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A specific communication task to be accomplished with a specific target audience during a specific period of time
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Advertising budget
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the dollars and other resources allocated to a product or company advertising program
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Advertising Strategy
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the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media
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Madison and Vine
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a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages
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Creative Concept
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the compelling big idea that will bring the advertising message strategy to life in a distinctive and memorable way
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Execution Style
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the approach, style, tone, words, and format used for executing an advertising message
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Advertising Media
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the vehicles through which advertising messages are delivered to their intended audiences
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Return on Advertising Investment
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the net return on advertising investment divided by the costs of the advertising investment
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Advertising agency
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a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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