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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. |
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Advertising |
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. |
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Sales Promotion |
Short term incentives to encourage the purchase of goods or services. |
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Personal Selling |
Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. |
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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. |
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Direct Marketing |
Direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships. |
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Integrated Marketing Communications (IMC) |
Carefully integrating its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. |
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Push-strategy |
Involves pushing the product through marketing channels to the final consumer. |
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Pull-stragety |
Producer directs its marketing activities toward final consumers to induce them to buy the product. |
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Advertising Objective |
Specific communication task to be accomplished with specific target audience during a specific period of time. |
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Advertising Budget |
Dollars and other resources allocated to a product or company advertising program. |
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Affordable Method |
Set the advertising budget at the level the company can afford. |
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Percentage of Sales Method |
Setting the advertising budget at a certain percentage of current or forecast sales. |
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Competitive-parity Method |
Setting the promotion budgets to match competitors' outlays. |
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Objective and Task Method |
Setting the advertising budget based on what it wants to accomplish with the promotion. |
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Advertising Strategy |
Strategy by which a company accomplishes their advertising objectives. |
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Creative Concept |
Bring the message Strategy to life in a distinctive and memorable way. |
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Execution Styles |
Approach, style, tone, words or format used for executing an advertising message. |
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Advertising Media
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Types of media and media vehicles through which advertising messages are delivered to their intended audiences. |
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Media Vehicles |
Specific media within a general media type. TV is a media type and CTV is the media vehicle. |
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Return on Advertising Investment. |
Net rerun on advertising investment divided by the costs of advertising investment. |
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Advertising Agency |
Marketing services firm that assists companies in planning, preparing implementing, and evaluating all or portions of their advertising programs. |