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10 Cards in this Set
- Front
- Back
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Integrated Marketing Communications
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-represents promotion dimension of the four P's
-encompasses a variety of communication disciplines -general advertising -personal selling -sales promotion -public relations -direct marketing -electronic media |
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Lagged Effect
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-a delayed response to a marketing communication campaign
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Advertising
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-a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action
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Personal Selling
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-two way flow of communication between a buyer and seller that is designed to influence the buyer's purchase decision
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Sales Promotion
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-special incentives that encourage the purchase of a product or service
-ex. coupons, rebates, contests |
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Direct Marketing
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-sales and promotion techniques that deliver promotional materials individually to potential customers
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M-Commerce
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-communicating with or selling to consumers through cell phones
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Public Relations
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-the organizational function that manages the firm's communications to achieve a variety of objectives
-ex. building a maintaining a positive image, handling or heading off unfavorable stories or events, ect. |
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Blog
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-web page that contains periodic posts
-corporate blogs are a new form of marketing communications |
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Social Shopping
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-the use of internet to communicate about product preferences with other shoppers
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