Marketing Chapter 12

Front 1

specific blend of promotion tools that company uses to persuasively communicate customer value and build customer relationships

Back 1

promotion mix

Front 2

any paid form of nonperosnal presentation and promotion of ideas, good, or services by an identified sponsor

Back 2

advertising

Front 3

short-term incentives to encourage the purchase or sale of a produce or service

Back 3

sales promotion

Front 4

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

Back 4

personal selling

Front 5

building good relations with the company's various publics by obtaining favorable publicity, building up good corporate image, and handling or heading off unfavorable rumors, stories, and events

Back 5

public relations

Front 6

direct connections with carefully targeted invidividual consumers to both obtain an immediate response and cultivate lasting customer relationships

Back 6

direct marketing

Front 7

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Back 7

integrated marketing communications (IMC)

Front 8

the producer promotes the product to channel members who in turn promote it to final consumers

Back 8

push strategy

Front 9

promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel

Back 9

pull strategy

Front 10

八

Back 10

Kun: やっ
On: ハチ； ハッ

Hint 10

Eight

Front 11

the dollars and other resources allocated to a produce or company advertising program

Back 11

advertising budget

Front 12

setting the promotion budget at the level management think the company can afford

Back 12

affordable method

Front 13

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

Back 13

percentage-of-sales method

Front 14

setting the promotion budget to match competitors' outlays

Back 14

competitive-parity method

Front 15

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
= proposed promotion budget

Back 15

objective-and-task method

Front 16

strategy by which the company accomplishes its advertising objectives
1. creating advertising messages
2. selecting advertising media

Back 16

advertising strategy

Front 17

the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way

Back 17

creative concept

Front 18

the approach, style, tone, words, and format used for executing an advertising message

Back 18

execution style

Front 19

vehicles through which advertising messages are delivered to their intended audiences

Back 19

advertising media

Front 20

the net return on advertising investment divided by the costs of the advertising investment

Back 20

return on advertising investment

Front 21

marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

Back 21

advertising agency