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13 Cards in this Set

  • Front
  • Back
Push and Pull Policy
Push-promoting product only to next institution down channel

Pull- Promoting product directly to consumers in order to pull product through supply channels
Opinion Leadership
One Step communication- all members of target market are exposed to same message

Multiple-step- opinion leaders alter message before it reaches next person either positively or negatively
Mass Communications
Composed of advertising, sales promotion, and public relations
Advertising
A paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Pros and Cons of advertising
Pros-company control over content, serves many communication needs, easy to reach audiences, easy to find professional to create ad

Cons- reaches many nonusers, high level of audience avoidance, brief one way messages, can be costly overall
Types of Advertisements
Informative, persuasive, reminder ads (keeps product in consumer mind), reinforcement (calls attention to specific characteristics of product)
Categories of advertising
National and Global- focuses on brand identity nationwide

Retail-local scope, focuses on positive aspects

Directory- company listings in directory

Business to Business

Institutional-communicate corporate identity and philosophy

Direct Response-appeals directly to individual consumer (mail or phone)

Public Service

Political
CPM
Cost per thousand

All types have different formulas
Unaided Recall and Aided Recall
Unaided-To identify and advertisement consumer can recall, what commercial do you remember seeing for cars?

Aided-Content that can be remembered without seeing actual ad. Do you recall seeing a commercial for Honda?
Personal Selling
A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

Kinesic Communication-Use of hands, arms, torso, head etc

Proxemic-communicating by changing physical distance in personal selling situations

Tactile- communicating through touching
Public Relations
broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders

annual reports, brochures, sponsorship, CSR

Buzz Marketing-An attempt to incite publicity and public excitement surrounding a product through a creative event
Sales Promotion
Activity or material that acts as a direct inducement, offering added value or incentive for the product to reseller, salespeople or consumers
Types of buyers and strategies for reaching each
Current Loyals-reinforce existing behavior, increase usage, cross sell

Switchers- show availability, better value, variety

Price Buyers-Best price oriented, little income

nonusers-increase involvement, gain trial, impulse purchase