Marketing Chapter 12

Front 1

Promotion Mix

Back 1

The specific blend of advertising, PR, sales promotion and personal selling tools a company chooses to use to persuasively communicate value and build relationships.

Front 2

Advertising

Back 2

Any paid form of non-personal presentation and promotion of ideas

Front 3

Sales Promotion

Back 3

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

Front 4

Personal Selling

Back 4

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

Front 5

PR

Back 5

Building good relationships with the company's various publics by building up a good corporate image

Front 6

Direct Marketing

Back 6

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivating long lasting customer relationships. Ex. Sear Catalogue being sent out

Front 7

Integrated Marketing Communications

Back 7

Coordinating the company's many communications channels to deliver a clear, consistent and compelling message about the org. and its products.

- Managing brand contacts/touch points

Front 8

Push Strategy

Back 8

Pushing your product through distribution by providing incentives to each distributor and consumer involved in distribution channel.

Front 9

Pull Strategy

Back 9

Creating consumer demand for your product by using advertising directed at the end consumer

Front 10

Informative Advertising

Back 10

Heavily used on new product categories. Explain a product's uses and value.

Front 11

Persuasive Advertising

Back 11

Important in competitive environments. Objective is to build selective demand for the firm's product/brand. All about building brand preference

Front 12

Reminder Advertising

Back 12

Used primarily for mature products. Maintaining customer relationships.

Front 13

Affordable Method of Budgeting

Back 13

Very useful for start-up companies. "Whatever we can afford to spend, we will". Creates unpredictable spending on advertising and ignores the fact that a large amount of advertising is key to a start-ups success.

Front 14

Percentage-of-Sales Budgeting

Back 14

Self Explanatory. Ignores the fact that when sales are low, more advertising is needed.

Front 15

Competitive-Party Budgeting

Back 15

Matching your competitor's advertising budget. Not all goods adds are expensive.

Front 16

Objective and Task based Budgeting

Back 16

Takes into account all factors, missions and goals of the company instead of picking a somewhat arbitrary number. It can be difficult to place a $ value on some goals and objectives.

Front 17

Message Execution

Back 17

The approaches used to convey your advertising message. Ex. Slice of life, Lifestyle, Fantasy, Mood or image, Scientific Evidence, Technical expertise

Front 18

Advertising Appeals

Back 18

Need to be meaningful, believable and distinctive. Your three options are: Rational Appeal, Emotional Appeal and Moral Appeal.

Front 19

Media Types

Back 19

Television, Newspaper, Magazines, The Internet, Magazines, Direct Mail.

Front 20

Media Vehicle

Back 20

The specific media within a general media type. Ex. Hockey Night in Canada is the vehicle and Television is the type.

Front 21

Reach

Back 21

Percentage of people in the target market that are exposed to the campaign.

Front 22

Frequency

Back 22

How many times the average person is exposed to the campaign.

Front 23

Impact

Back 23

The qualitative effect the campaign has on those who see it.

Front 24

Creative Concept

Back 24

The "bid idea" that brings life and memorability to the campaign and ties the campaign together.