Chapter 12

Front 1

Promotionmix (or marketing communications mix)

Back 1

Thespecific blend of promotion tools that the company uses to persuasivelycommunicate customer value and build customer relationships.

Front 2

Advertising

Back 2

Anypaid form of non-personal presentation and promotion of ideas, goods, orservices by an identified sponsor.

Front 3

Sales promotion

Back 3

Short-termincentives to encourage the purchase or sale of a product or a service.

Front 4

Personla Selling

Back 4

Personalpresentation by the firm's sales force for the purpose of making sales andbuilding customer relationships.

Front 5

Public relations (PR)

Back 5

Buildinggood relations with the company's various publics by obtaining favourablepublicity, building up a good corporate image, and handling or heading offunfavourable rumors, stories and events.

Front 6

Direct marketing

Back 6

Directconnections with carefully targeted individual consumers to both obtain animmediate response and cultivate lasting customer relationships.

Front 7

Integrated marketing communications (IMC)

Back 7

Carefullyintegrating and coordinating the company's many communications channels todeliver a clear , consistent, and compelling message about he organization andits products.

Front 8

Push strategy

Back 8

Apromotion strategy that calls for using the sales force and trade promotion topush the product through channels. The producer promotes the product to channelmembers who in turn promote it to final consumers.

Front 9

Pull strategy

Back 9

Apromotion strategy that calls for spending a lot on advertising and consumerpromotion to induce final consumer to buy the product, creating a demand vacuumthat "pulls" the product through the channel.3

Front 10

Advertising objective

Back 10

Aspecific communication task to be accomplished with a specific target audienceduring a specific period of time. The overall advertising goal is to help buildcustomer relationships by communicating customer value.

Front 11

Advertising budget

Back 11

Thedollars and other resources allocated to a product or company advertisingprogram.

Front 12

Percentage-of -sales method

Back 12

Settingthe promotion budget at a certain percentage of current or forecasted sales, oras a percentage of the unit sales price.

Front 13

Competitive-party method

Back 13

Settingthe promotion budget to match competitors' outlays.

Front 14

Objective-and-task mehtod

Back 14

Developing the advertising budget by(1)defining specific objectives,(2) determining the task that must be performto achieve these objectives, and (3) estimating the cost of performing thesestasks. The sum of these costs is the proposed advertising budget.;

Front 15

Advertising strategy

Back 15

The strategy by which the company accomplishesits advertising objectives, it consists of two major elements; creatingadvertising messages and selecting advertising media.

Front 16

Creative concept

Back 16

Thecompelling "big idea" that will bring the advertising messagestrategy to life in a distinctive and memorable way.

Front 17

Execution style

Back 17

Theapproach, style, tone, words, and format used for executing an advertisingmessage.

Front 18

Advertising media

Back 18

Thetypes of media and media vehicles through which advertising messages aredelivered to their intended audiences.

Front 19

Media vehicle

Back 19

Thespecific media (publication or program)within a general media type (magazine, radio, television)

Front 20

Return on Advertising Investment

Back 20

Thenet return on advertising investment divided by the cost of advertisinginvestment.

Front 21

Advertising agency

Back 21

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