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15 Cards in this Set

  • Front
  • Back
Integrate Marketing Commmunications (IMC)
The concept under which a company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Push strategy
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels.
Pull strategy
A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand that will pull the product through channels.
Advertising objective
A specific communication task to be accomplished with a specific target audience during a specific period of time.
Affordable method
Setting the promotion budget at the level management thinks the company can afford.
Percentage-of-sales method
Settin the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.
Competitive-parity method
Setting the promotion budget to match competitors' outlays.
Objective-and-task method
Developing the promotion budget by:
1) defining specific objectives
2) determining the tasks that must be performed to achieve these objectives
3) estimating the costs of performing these tasks. The sum of thesee costs is the proposed promotion budget.
Advertising agency
A marketing-services firm that assists companies in planning, preparin, implementing, and evaluating all or portions of their advertising programs.
Public relations (PR)
Building good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events.
Promotion mix
The specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing that a company uses to persuasively communicate customer value and build customer relationships.
Any paid for of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion
Short-term incentives to encourage the purchase or sale of a product or service.
Personal selling
Personal presentation by the firm's sale force for the purpose of making sales and building customer relationships.
Direct marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships - the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers.