Marketing Ch 12

Front 1

Integrate Marketing Commmunications (IMC)

Back 1

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.

Front 2

Push strategy

Back 2

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels.

Front 3

Pull strategy

Back 3

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.

Front 4

Advertising objective

Back 4

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

Front 5

Affordable method

Back 5

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

Front 6

Percentage-of-sales method

Back 6

Settin the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Front 7

Competitive-parity method

Back 7

Setting the promotion budget to match competitors' outlays.

Front 8

Objective-and-task method

Back 8

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.

Front 9

Advertising agency

Back 9

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

Front 10

Public relations (PR)

Back 10

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.

Front 11

Promotion mix

Back 11

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.

Front 12

Advertising

Back 12

Any paid for of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Front 13

Sales promotion

Back 13

Short-term incentives to encourage the purchase or sale of a product or service.

Front 14

Personal selling

Back 14

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

Front 15

Direct marketing

Back 15

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.