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19 Cards in this Set

  • Front
  • Back
Percentage-of-Sales Method
set their promotion budget at a certain percentage of current or forecasted sales. Or they budget a percentage of the unit sales price.
Competitive-Parity method
Set their promotion budgets 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 customers.
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 fro the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
Affordable method
= set promotion budget at the level they think the company can afford
Personal Communication channels
= channels through which 2 or more people communicate directly with each other, including face to face, person to audience, over the telephone, or through the mail
Buzz marketing
= cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
Word-of-mouth influence
personal communication about a product between target buyers and neighbors friends, family, etc
Rational appeals
Relate to the audience’s self-interest. They show that the product will produce the desired benefits. Ex. Messages showing a product’s quality, economy, value or performance
Emotional appeals
attempt to stir up either negative or positive emotions that can motivate purchase. Communicators may use positive emotional appeals such as love, pride, joy and humor.
buyer-readiness stages
the stages consumers normally pass through on their way to making a purchase (awareness, knowledge, liking, preference, conviction and purchase)
Integrated marketing communications
= 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.
Marketing Communications Mix (aka Promotion Mix)
= the specific mix of advertising, personal selling, sales promotion, and public relations a company uses.
any paid form of non-personal presentation and promotion of ides, goods, or services by an identified 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
Direct marketing
= Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships- the use of telephone, mail, fax, email, the internet to communicate directly with specific consumers
Personal selling
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships