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45 Cards in this Set

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MARKETING COMMUNICATIONS MIX (PROMOTION MIX)
THE MIX OF TOOLS A COMPANY USES TO PURSUE ITS ADVERTISING & MARKETING OBJECTIVES
ADVERTISING
ANY PAID FORM OF NONPERSONAL PROMOTION BY AN IDENTIFIED SPONSOR.
PERSONAL SELLING
PERSONAL PRESENTATION BY THE FIRM'S SALES FORCE
SALES PROMOTION
SHORT-TERM INCENTIVES TO ENCOURAGE THE PURCHASE OF A PRODUCT OR SERVICE.
PUBLIC RELATIONS
BUILDING GOOD RELATIONS WITH THE COMPANY'S PUBLICS
DIRECT MARKETING
DIRECT COMMUNICATIONS WITH CONSUMERS TO OBTAIN AN IMMEDIATE RESPONSE (THE USE OF TELEPHONE, MAIL, E-MAIL)
2 MAJOR FACTORS OF THE CHANGING COMMUNICATIONS ENVIRONMENT
1.MARKETERS ARE SHIFTING AWAY FROM MASS MARKETING
2.IMPROVEMENTS IN INFORMATION TECHNOLOGY ARE SPEEDING THE MOVEMENT TOWARD SEGMENTED MARKETING
INTEGRATED MARKETING COMMUNICATIONS (IMC)
WHERE A COMPANY INTEGRATES & COORDINATES ITS COMMUNICATIONS CHANNELS TO DELIVER A CLEAR MESSAGE ABOUT THE ORGANIZATION & ITS PRODUCTS.
MIX OF PROMOTION TOOLS
1.PERSONAL SELLING
2.PUBLIC RELATIONS
3.DIRECT MARKETING
4.SALES PROMOTION
5.ADVERTISING
MAJOR PARTIES IN A COMMUNICATION
1.SENDER
2.RECEIVER
4 MAJOR COMMUNICATION FUNCTIONS
1.ENCODING
2.DECODING
3.RESPONSE
4.FEEDBACK
SENDER
PARTY SENDING THE MESSAGE TO ANOTHER PARTY
ENCODING
PROCESS OF PUTTING THOUGHT INTO SYMBOLIC FORM
MESSAGE
THE SET OF SYMBOLS THAT THE SENDER TRANSMITS
MEDIA
THE COMMUNICATION CHANNELS THROUGH WHICH THE MESSAGE MOVES FROM SENDER TO RECEIVER
DECODING
THE PROCESS BY WHICH THE RECEIVER ASSIGNS MEANING TO THE SYMBOLS ENCODED BY THE SENDER
RECEIVER
THE PARTY RECEIVING THE MESSAGE SENT BY ANOTHER PARTY
RESPONSE
THE REACTIONS OF THE RECEIVER AFTER BEING EXPOSED TO THE MESSAGE
FEEDBACK
THE PART OF THE RECEIVER'S RESPONSE COMMUNICATED BACK TO THE SENDER
NOISE
THE STATIC OR DISTORTION DURING THE COMMUNICATION PROCESS
BUYER-READINESS STAGES
THE STAGES CONSUMERS NORMALLY PASS THROUGH ON THEIR WAY TO PURCHASE.
AIDA MODEL
1.ATTENTION
2.INTEREST
3.DESIRE
4.ACTION
3 TYPES OF APPEALS
1.RATIONAL
2.EMOTIONAL
3.MORAL
RATIONAL APPEALS
RELATE TO THE AUDIENCE'S SELF-INTEREST
EMOTIONAL APPEALS
ATTEMPT TO STIR UP EMOTIONS THAT CAN MOTIVATE PURCHASE.
MORAL APPEALS
DIRECTED TO THE AUDIENCE'S SENSE OF WHAT IS "RIGHT" & "PROPER".
3 MESSAGE STRUCTURE ISSUES
1.WHETHER TO DRAW A CONCLUSION OR LEAVE IT TO THE AUDIENCE
2.WHETHER TO PRESENT A 1-SIDED ARGUMENT OR A 2-SIDED ARGUMENT
3.WHETHER TO PRESENT THE STRONGEST ARGUMENTS FIRST OR LAST
2 TYPES OF COMMUNICATION CHANNELS
1.PERSONAL
2.NONPERSONAL
PERSONAL COMMUNICATION CHANNELS
CHANNELS THROUGH WHICH 2 OR MORE PEOPLE COMMUNICATE DIRECTLY WITH ONE ANOTHER
WORD-OF-MOUTH INFLUENCE
PERSONAL COMMUNICATION ABOUT A PRODUCT BETWEEN TARGET BUYERS & NEIGHBORS
OPINION LEADERS
PEOPLE WHOSE OPINIONS ARE SOUGHT BY OTHERS
NONPERSONAL COMMUNICATION CHANNELS
MEDIA THAT CARRY MESSAGES WITHOUT PERSONAL CONTACT OR FEEDBACK
TYPES OF MAJOR MEDIA
1.PRINT MEDIA
2.BROADCAST MEDIA
3.DISPLAY MEDIA
4.ONLINE MEDIA
ATMOSPHERES
DESIGNED ENVIRONMENTS THAT CREATE OR REINFORCE THE BUYER'S LEANINGS TOWARD BUYING A PRODUCT
4 METHODS USED TO SET THE BUDGET FOR ADVERTISING
1.AFFORDABLE METHOD
2.PERCENTAGE-OF-SALES METHOD
3.COMPETITIVE-PARITY METHOD
4.OBJECTIVE-AND-TASK METHOD
AFFORDABLE METHOD
SETTING THE PROMOTION BUDGET AT THE LEVEL MANAGEMENT THINKS THE COMPANY CAN AFFORD.
PERCENTAGE-OF-SALES METHOD
SETTING THE PROMOTION BUDGET AT A CERTAIN PERCENTAGE OF SALES.
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.
2 BASIC PROMOTION MIX STRATEGIES
1.PUSH
2.PULL
PUSH STRATEGY
A PROMOTION STRATEGY THAT CALLS FOR USING THE SALES FORCE & TRADE PROMOTION TO PUSH THE PRODUCT THROUGH CHANNELS.
PULL STRATEGY
A PROMOTION STRATEGY THAT CALLS FOR SPENDING A LOT ON ADVERTISING & CONSUMER PROMOTION TO BUILD UP CONSUMER DEMAND.
MARKETING COMMUNICATIONS DIRECTOR (MARCOM MANAGER)
HAS OVERALL RESPONSIBILITY FOR THE COMPANY'S COMMUNICATIONS EFFORTS.
EVENTS
STAGED OCCURRENCES THAT COMMUNICATE MESSAGES TO TARGET AUDIENCES.
CHECKLIST FOR INTEGRATING THE FIRM'S MARKETING COMMUNICATIONS
1.ANALYZE TRENDS
2.AUDIT COMMUNICATIONS SPENDING THROUGHOUT THE ORGANIZATION
3.ID ALL CONTACT POINTS FOR THE COMPANY & ITS BRANDS
4.TEAM UP IN COMMUNICATIONS PLANNING
5.CREATE COMPATIBLE THEMES, TONES, & QUALITY ACROSS ALL COMMUNICATIONS MEDIA
6.CREATE PERFORMANCE MEASURES THAT ARE SHARED BY ALL COMMUNICATIONS ELEMENTS
7.APPOINT A DIRECTOR RESPONSIBLE FOR THE COMPANY'S COMMUNICATIONS EFFORTS.