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22 Cards in this Set

  • Front
  • Back

Promotion Mix

Specific blend of advertising, public relations, personal selling, sales promotion, and direct selling tools that a company uses to persuasively communicate customer value and build customer relationships.

Advertising

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales Promotion

Short term incentives to encourage the purchase of goods or services.

Personal Selling

Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Public Relations

Building good relations with the company's various publics by obtaining favourable publicity, building up a good corporate image, and handling unfavourable rumours, stories and events.

Direct Marketing

Direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships.

Integrated Marketing Communications (IMC)

Carefully integrating its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Push-strategy

Involves pushing the product through marketing channels to the final consumer.

Pull-stragety

Producer directs its marketing activities toward final consumers to induce them to buy the product.

Advertising Objective

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

Advertising Budget

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

Affordable Method

Set the advertising budget at the level the company can afford.

Percentage of Sales Method

Setting the advertising budget at a certain percentage of current or forecast sales.

Competitive-parity Method

Setting the promotion budgets to match competitors' outlays.

Objective and Task Method

Setting the advertising budget based on what it wants to accomplish with the promotion.

Advertising Strategy

Strategy by which a company accomplishes their advertising objectives.

Creative Concept

Bring the message Strategy to life in a distinctive and memorable way.

Execution Styles

Approach, style, tone, words or format used for executing an advertising message.

Advertising Media

Types of media and media vehicles through which advertising messages are delivered to their intended audiences.

Media Vehicles

Specific media within a general media type. TV is a media type and CTV is the media vehicle.

Return on Advertising Investment.

Net rerun on advertising investment divided by the costs of advertising investment.

Advertising Agency

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