Chapter 12 - Communicating Customer Value: Advertising And Public Relations

Front 1

Promotion Mix (or Marketing Communications Mix)

Back 1

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Front 2

Advertising

Back 2

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Front 3

Sales Promotion

Back 3

Short-Term incentives to encourage the purchase or sale of a product or service

Front 4

Personal Selling

Back 4

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

Front 5

Public Relations (PR)

Back 5

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, handling or heading off unfavorable rumors, stories, and events

Front 6

Direct Marketing

Back 6

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Front 7

Integrated Marketing Communications (MC)

Back 7

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Front 8

Push Strategy

Back 8

A promotion strategy in which the sales force and trade promotion are used to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers

Front 9

Pull Strategy

Back 9

A promotion strategy in which a company spends a lot of money on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel

Front 10

Advertising Objective

Back 10

A specific communication task to be accomplished with a specific target audience during a specific period of time

Front 11

Advertising Budget

Back 11

The dollars and other resources allocated to a product or a company advertising program

Front 12

Affordable Method

Back 12

Setting the promotion budget at the level management thinks the company can afford

Front 13

Percentage-of-sales Method

Back 13

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

Front 14

Competitive-Parity Method

Back 14

Setting promotion budget to match competitors' outlays

Front 15

Objective-and-Task Method

Back 15

Developing the promotion by

(1) Defining specific objectives,

(2) determining the tasks that must be performed to achieve these objectives, and

(3) estimating the cost of performing these tasks. The sum of these costs is the proposed promotion budget

Front 16

Advertising Strategy

Back 16

The plan by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media

Front 17

Madison & Vine

Back 17

A term that has come to represent the merging of advertising and entertainment in an effort to break through he clutter and create new avenues for reaching consumers with more engaging messages

Front 18

Creative Concept

Back 18

The compelling high idea that will bring the advertising message strategy to life in a distinctive and memorable way

Front 19

Execution Style

Back 19

The approach, style, tone, words, and format used for executing (properly conveying) an advertising message

Front 20

Advertising Media

Back 20

The vehicles through which advertising messages are delivered to their intended audiences

Front 21

Return on Advertising Investment

Back 21

The net return on advertising investment divided by the cost of the advertising investment

Front 22

Advertising Agency

Back 22

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs