Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key


Play button


Play button




Click to flip

18 Cards in this Set

  • Front
  • Back
Marketing communication (promotion mix)
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an indentified sponsor.
Sales promotion
Short-term incentives to encourage the purchase or sale of a product or service.
Public relations
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.
Personal selling
Personal presentation by the firm's sales forces 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.
Integrated Markting Communications (IMC)
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Buyer-readiness stages
The stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction, and purchase.
Personal communication channels
Channels through which two or more people communicate directly with each other, including face to face, person to audience, over the telephone, or through the mail.
Word-of-mouth influence
Personal communication about a product between target buyers and neighbors, friends, family members, and associates.
Buzz marketing
Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
Nonpersonal communication channels
Media that carry messages without personal contract or feedback, including major media, atmospheres, and events.
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 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; and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.
Push strategy
A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.
Pull strategy
A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.