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27 Cards in this Set
- Front
- Back
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personal selling
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Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation.
Is dependent on recruiting and hiring qualified sales people. Advantages: - Is a more specific form of advertising - Has greater impact on consumers - Provides immediate feedback Limitations: - Is an expensive form of advertising - Is labor intensive and time consuming |
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noise
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Anything that reduces a communication's clarity and accuracy.
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Overall role of promotion
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To stimulate product demand.
- Create awareness - Reduce Sales Fluctuations - Combat Competitive Promotional Efforts - Facilitate Reseller Support - Retain Loyal Customers - Identify Prospects - Encourage Product Trial |
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(IMC) Integrated Marketing Communications
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Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.
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channel capacity
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The limit on volume of information a channel can handle effectively
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Communication
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A sharing of meaning through the transmission of information.
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Public relations
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- Are a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders
- Often focuses on stakeholders other than customers - Affects short-term sales/profits and long-term survival - Can be unfavorable |
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product placement
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The strategic location of products or product promotions within entertainment media content to reach the product's target market.
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- Promotion
- Price - Place - Product |
What are the 4 elements of the promotion mix?
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Advertising
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Paid non personal communication about an organization and its products transmitted to a target audience through mass media.
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Advertising appropriation
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Objective & task, percent of sales, competition matching, and arbitrary are 4 techniques used to determine what?
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Media Vehicle
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The specific program, publication, or promotional piece used to carry an advertising message.
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media plan
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A plan that specifies the media vehicles to be used and the schedule for running advertisements.
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marketing plan
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A written document that specifies the activities to be performed to implement and control the organization's marketing activities.
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storyboarding
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Making of blueprints that combine copy and visual material to show the sequence of major scenes in a commercial.
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pretest
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Evaluation of advertisements performed before a campaign begins.
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consumer jury
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A panel of a product's existing or potential buyers who pretest ads.
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posttest
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Evaluation of advertising effectiveness after the campaign.
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recognition test
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A posttest in which respondents are shown the actual ad and asked if they recognize it.
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unaided recall test
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A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
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aided recall test
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A posttest that asks respondents to identify recent ads and provides clues to jog their memories.
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news release
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A short piece of copy publicizing an event of a product.
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feature article
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A manuscript of up to 3,000 words prepared for a specific publication.
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captioned photograph
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A photograph with a brief description of its contents.
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press conference
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A meeting used to announce major news events.
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Environmental monitoring
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Identifies changes in public opinion affecting an organization.
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Institutional Advertising
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Advertising that promotes organizational images, ideas, and political issues.
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