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35 Cards in this Set

  • Front
  • Back
Marketing communications
-also called "promotion"
-these involve marketer-initiated techniques directed to target audiences in an attempt to nfuence attitudes and behaviors.
marketing communications mix
the use of one or several of the marketing communications method: advertising, public relations, sales promotion, personal selling, and direct marketing communications.
-also called "promotional mix"
permission marketing
- occurs when customer grants the marketer permission to send regular updates of interest to the consumer
a nonpersonal, paid for by an aidentified sponsor, adn disseminated through mass channels of communications to promote the adoption of goods, services persons or ideas.
public relations
seeks to positively influence feelings, opinions, and beliefs about a company and its market offering to variety of publics, or stakeholders.
- a key aspect of public relations
- refers to non paid for communications about the company or product that appear in some media form, often the news media.
sales promotion
includes communications activities that provide extravalue or incentives to ultimate consumers, wholesalers, reatilers or aother organizational customers and that can stimulate immediate sales.
personal selling
involves interpersonal communication b/w a seller and a buyer to satisfy buyer needs to the mutual benefit of both parties.
direct marketing communications
a process of communicating directly with target customers to encourage response by telephone mail electronic means ro personal visit. Popular methods include direct mail, telemarketing directresponse broadcast advertising, online computer shopping services, infomercials..etc.
integrated marketing communications (IMC)
the strategic integration of multiple means of communicating with target markets to fomr a comprehensive consistent message.
stealth marketing
marketing communications whose intents is not as blatant as some forms of marketing communications.. such as advertising.
an investment in causes and events to support overall corporate objectives and marketing objectives
the process of establishing shared meaning, exhcanging ideas, or passing info b/w a source and a receiver.
The intended target for any basic communication
the marketer, or message sender of marketing communications.
Message sponsor
the organization attmepting to market its goods, services, ideas.
message presenter
the person who actually delivers the message.
marketing communications message
represents what the company is trying to convey about its products
message channel
is the means by which the message is conveyed.
the source does encoding by choosing the words, pics and other symbols used to transmit the intended message.
the processby which the receiver deciphers the meaning of the words, pics and other symbols used in the message.
the part of the recievers response that is communicated to the sender.
any distraction or distortion during the communication process that prevents the message form being effectively communicated.
marketing communications planning
has seven key tasks: marketing plan review, situation analysis c, communications process analysis, budget development, program development, integration and implementation of the plan and monitoring, evaluation adn controlling the marketing comunications program.
percentage of sales budgeting
using the preceding year as a basis, a company can set its marketing communications budget as a percentage of sales.
competitive parity budgeting
setting marketing communications budgets to equal the percentage allocated by other companies in the industry.
all you can afford bedgeting
firms spend what they can afford, or some amount left over after covering other costs.
objective task budgeting
the most detailed, this approach sets the budget at the level necessary to achieve stimpulated marketing communiations objectives.
explicit communications
conveys a distinct clearly stated messagethrough personal selling, advertising, public relations, sales promotion, direct marketing, or some combo of these methods.
implicit communications
what the message connotes about he product itself, its price or the places it is sold.
push strategy
involves convincing intermediary channel members to push the product through the channel to the ultimate consumer.
pull strategy
attempts to get consumers to pull the product form the manufacturying company through the marketing channel.
combination strategy
aims marketing communications at both resellers adn ultimate consumers.
deceptive advertising
communication intended to misleadconsumers by making falst claims or failing to disclose importatn info. This is a major focus FTC(federal trade commission)
comparative advertising
compares one product with other products. FTC allows this. Comparative claims must be supported.