Chapter 13

Front 1

Promotion mix (or marketing communications mix):

Back 1

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

Front 2

Advertising:

Back 2

Any paid form of non-personal 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 customer interactions 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 public's by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events.

Front 6

Direct and digital marketing:

Back 6

Engaging and interacting directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and cultivate lasting customer relationships.

Front 7

Brand content management:

Back 7

Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

Front 8

Integrated marketing communities (IMC):

Back 8

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

Front 9

Push strategy:

Back 9

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, which in turn promote it to final customers.

Front 10

Pull strategy:

Back 10

A promotion strategy that calls for spending a lot 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 11

Advertising objective:

Back 11

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

Front 12

Advertising budget:

Back 12

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

Front 13

Affordable method:

Back 13

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

Front 14

Percentage of sales method:

Back 14

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

Front 15

Competitive parity method:

Back 15

Setting the promotion budget to match competitors outlays.

Front 16

Objective-and-task-method:

Back 16

Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

Front 17

Advertising strategy:

Back 17

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

Front 18

Madison & Vine:

Back 18

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 customers with more engaging messages.

Front 19

Creative concept:

Back 19

The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way.

Front 20

Execution style:

Back 20

The approach, style, tone, words, and format used for executing an advertising message (7 different ones).

Front 21

Advertising media:

Back 21

The vehicles though which advertising messages are delivered to their intended audiences.

Front 22

Return on advertising investment:

Back 22

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

Front 23

Advertising agency:

Back 23

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