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23 Cards in this Set
- Front
- Back
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IMC
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represent promotion of 4P's, encompassing variety of communication disciplines
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AIDA Model
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Awareness - Interest - Desire - Action
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Brand Awareness
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refers to potential customers ability to recognize that the brand is a particular type of retailer
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Aided Recall
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consumers indicate they know brand when name is presented
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Top-of-mind awareness
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highest level of awareness occurs when a brand is mentioned first when a particular retailer is shown
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Advertising
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placement of persuasive messages purchased in mass media
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Public Relations
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organization function to promote positive image
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Sales Promotion
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special incentives/excitement building programs
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Personal Selling
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one-on-onecommunication between seller and buyer
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Direct Marketing
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marketing directly to consumer through email/mail
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Online Marketing
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websites, blogs, social media
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Online/Websites
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use websites to build brand-image
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Blog
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contains periodic posts on a common webblog helps to create positive WOM
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Social Media
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helps to create proactive dialogue via posts an domments
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% of Sales
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funds allocated based on sales
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Unit expenditure
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fixed monetary amount on promotion
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All-you-can afford
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budget promoting once expenditures covered
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Competitive
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match competitors spending
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Objective
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determine objectives and determine costs
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Reach
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% of target market exposed to marketing communication
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Frequency
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how often target is exposed to communication
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Gross rating points (GRP)
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reach x frequency
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Search engine marketing (SEM)
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a search engine marketing tool allowing advertisers to show up in sponsered links
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