Chapter 12

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 non-personal presentation and promotion of idea,s 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 favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stores, 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

mass marketing

Back 7

selling highly standardized products to masses of customers

Front 8

what factors are changing the face of today's marketing communications? (3)

Back 8

These factors are changing:

consumers, marketing strategies, and communications technology.

Front 9

integrated marketing communications (IMC)

Back 9

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

Front 10

What does IMC stand for?

Back 10

Integrated Marketing Communications

Front 11

5 aspects of IMC

Back 11

1. advertising

2. personal selling

3.PR

4. Direct Marketing

5.sales promotions

Front 12

promotion mix

Back 12

blending promotion tools carefully and in a coordinated way.

Front 13

push strategy

Back 13

a promotion strategy that calls for using he sales force and trade promotion to push the product through channels. The producer promotes the product to the channel members who in turn promote it to final consumers.

Front 14

pull strategy

Back 14

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 vacuum that pulls the product through the channel.

Front 15

push vs pull strategy

Back 15

Push goes from producer, retailers/wholesalers, to consumers.

Pull is cyclical and works in the opposite direction as push.

Front 16

advertising objective

Back 16

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

Front 17

major advertising decisions (5)

Back 17

1. objectives setting (communications and sales)

2. budget ( affordable, sales percentage, competitive, and objective).

3.Message (strategy and execution)

4. Media (reach, frequency, impact, types, vehicles, and timing)

5.Advertising evaluation (impact from communication, sales, profit and return on ads)

Front 18

informative advertising

Back 18

used to introduce a new-product category

Front 19

persuasive advertising

Back 19

used when there is more competition

Front 20

comparative advertising (or attack advertising)

Back 20

comparing one brand with another

Front 21

reminder advertising

Back 21

for maintaining relationships and reminding where to buy product

Front 22

what is the goal of advertising

Back 22

to move consumers through the buying process or to take an immediate action.

Front 23

affordable method

Back 23

setting the ad budget at the level management thinks the company can afford.

Front 24

4 common methods used to set the total budget for advertising

Back 24

1. affordable method

2. percentage of sales method

3. competitive-parity method

4. objective and task method

Front 25

percentage-of-sales method

Back 25

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

Front 26

competitive-parity method

Back 26

setting the promotion budget to match competitor's outlays

Front 27

objective-and-task method

Back 27

developing the ad budget by

1. defining specific objectives

2. determining the tasks that must be performed to achieve these objectives

3. estimating the costs of performing tasks

the sum of these costs is the proposed advertising budget

Front 28

advertising strategy

Back 28

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

Front 29

branded entertainment (or brand integration)

Back 29

involves making the brand an inseparable part of some other form of entertainment. A common form is product placements - embedding brands as props within other programming.

Front 30

message strategy

Back 30

to decide what general message will be communicated to the audience.

Front 31

creative concept

Back 31

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

Front 32

execution style

Back 32

the approach, style, tone, words and format used for executing an advertising message

Front 33

advertising appeals should have what characteristics? (3)

Back 33

1. meaningful

2. believable

3.distinctive

Front 34

9 execution styles

Back 34

1. slice of life: Silk Soymilk "Rise and Shine"

2. lifestyle: Athleta "Your body is a temple"

3. fantasy: IKEA

4.Mood or image:Nestle showing mom and daughter baking

5.Musical : Glee in a car ad

6.Personality symbol: Mr Clean

7.technical expertise: Jim Koch of Boston Beer

8.Scientific evidence: Crest toothpaste

9. Testimonial evidence or endorsement: jared, the subway spokesman who lost weight.

Front 35

consumer generated messages

Back 35

ex, holding contests to invite consumers to submit ad message ideas like Doritos holding a "crash the super bowl challenge."

Front 36

advertising media

Back 36

types of media and media vehicles through which advertising message are delivered to their intended audiences.

Front 37

media impact

Back 37

the qualitative value of a message exposure through a given medium

Front 38

narrowcasting

Back 38

running french ads only francophone neighborhoods, or only pet owners would see pet ads. method is used to rifle in special market segments

Front 39

media multitaskers

Back 39

people who can absorb more than one medium at a time

Front 40

media vehicle

Back 40

the specific media , publication or program, within a general media type (magazine, radio, television...)

Front 41

continuity

Back 41

scheduling ads evenly within a given period

Front 42

pulsing

Back 42

scheduling ads unevenly over a given time period

Front 43

return on advertising investment

Back 43

the net return on advertising investment divided by the costs of the advertising investment

Front 44

advertising agency

Back 44

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

Front 45

PR departments perform what?(6)

Back 45

1. press relations or press agency

2.product publicity

3.public affairs

4.lobbying

5.investor relations

6.development

Front 46

PR tools (5)

Back 46

1. special events

2. written materials to reach and influence target markets

3. audiovisual materials, like DVDs

4.corporate identity materials , like logos on stationary

5.public service activities