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31 Cards in this Set
- Front
- Back
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promotional mix
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comm tools: ad, personal selling, sales promo, public relations, direct marketing.
use to: inform, persuade, remind them later |
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integrated marketing communications
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concept of designing marketing comm programs that coordinate all promotional activities
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communication
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process o fconveying a message to others. requires: source, message, channel, receiver, and the processes of encoding and decoding
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source
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company/person who has info to convey
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mesage
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info sent by a source
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channel of comm
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how message is conveyed
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receivers
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read, hear, or see message
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encoding
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having the sender transform an idea into a set of symbols
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decoding
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having the receiver take a set of symbols, the message, and transform them back to an idea; use own fram of reference
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field of experience
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similar understanding and knowledge they apply to the message
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feedback loop
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response (impact the message had on receiver's knowledge, attitudes, or behaviors) and feedback (sender's interpretation of the response and indicates whether the message was decoded and understood as intended)
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pretesting
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ensures that messages are decoded properly
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noise
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extraneous factors taht can work against effective comm by distorting a message or the feedback received
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mass selling
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advertising, sales promo, and public relations
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customized interaction
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personal selling
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advertising
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any paid form of nonpersonal comm about an org, g/s or idea by and identified sponsor
$$, nonpersonal, can reach large #s of people |
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personal selling
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2way flow of comm btwn a buyer and seller, designed to influence a purchase decision
most expensive |
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public relations
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seeks to influence the feelings, opinions, or beliefs held by customrs, prospectives, stock holders, suppliers, employees, and other publics
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publicity
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nonpersonal, indirectly paid presentation of an org, g/s
índirectly paid credibility lack of control rarely main component of a campaign |
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sales promotion
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ST inducement of value offered to around interest in buying a g/s; used in conjunction w/advertising or personal selling, and are offered to intermediaries and consumers
ST nature often stimulates sales, but can't be sole basis as gains are temporary |
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direct marketing
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direct comm w/consumers to gen a response in the form of an order, a request for fuerther info, or a visit to a retail outlet
interactive can be customized but most req comprehensive and up to date database about target market; privacy issues |
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push strategy
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direct promo mix to channel member to gain their coop in ordering and stocking the product
personal selling and sales promo |
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pull strategy
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direct promo mix at consumers to encourage them to ask the retailer for a product
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hierarchy of effects
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seq of stages a buyer goes through from intial awareness to action: awareness, interest, evaluation, trial, adoption
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%tage of sales budgeting
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allocated to promotion as % of past/anticipated sales, in terms of $ or units sold
sales causes promotion |
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competitive parity budgeting
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matching competitor's absolute level of spending or the proportion per pt of mkt share
could be very diff objectives |
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all you can afford budgeting
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money allocated after all other budget items are covered; fiscally conservative
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objective and task budgeting
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det promo objectives, outline tasks to accomplish them, and det promo cost of performing these tasks; integrates all methods
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direct orders
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result of offers that contain all of the info necessary for a prospective buyer to make a decision ot purchase and complete the transaction
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lead generation
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result of an offer designed to gen interest in a product or service and a request for add info
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traffic generation
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outcome of an offer designed to motivate pple to visit a business
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