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23 Cards in this Set
- Front
- Back
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consumer-influence strategies
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strategies for engaging consumers and influencing how they think, feel and act toward a brand or market offering through the use of marketing communications
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promotional mix
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combination of communication tools selected for a particular influence strategy
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marketing communication process
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the way a sender encodes a marketing idea and conveys it through message and medium so receivers can decode and understand it, and then respond with feedback
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campaign
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how a company seeks to influence its target audience over time, using a consistent communication theme and varying message creativity/ delivery
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integrated marketing communication
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the careful coordination of every communication contact for message consistency across all media
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noise
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anything that might distort, block, or otherwise prevent a message from being communicated
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push strategy
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aims to have retailers and wholesalers order the product and push it through the channel to consumers
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pull strategy
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aims to have consumers ask retailers and wholesalers for a product, thus pulling it through market channel
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viral marketing
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stimulates word of mouth through activities that encourage consumers to electronically share a company's marketing message with friends
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word of mouth
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communication between consumers about a brand, marketing offer or marketing message
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advertising
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the paid, nonpersonal communication of a marketing message by an identified sponsor through mass media
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place-based advertising
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advertising that reaches people outside the home, where they work/play or shop
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specialty advertising
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advertising in which the marketer gives away small items bearing its name or logo to keep the audience thinking of the brand/ feeling good about it
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public relations *
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2-way communication to improve mutual understanding and positively influence relationships between the marketer and its internal and external publics
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corporate public relations
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how management evaluates and shapes or reshapes long-term public opinion of the company
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marketing public relations
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how marketers seek to achieve specific marketing objectives by targeting consumers with product-focused messages
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product placement
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an arrangement in which the company has its brand or product appear in a movie or another entertainment vehicle
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publics
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the target audiences of public relations; people inside or outside the company who have a "stake" in what it does
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publicity
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generating unpaid, positive media coverage about a company or its products
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Sales promotion
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marketer-controlled communication to stimulate immediate audience response by enhancing the value of an offering for a limited time
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consumer sales promo
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aims to get consumers(including business customers) to try a product or buy it again
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trade sales promo
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aims to get retail and wholesale buyers to buy an existing product, stock a new product, feature a particular product, or encourage salespeople to push a certain product
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sponsorship
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a way of publicly associating a brand with an event or activity that the company supports financially
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