Mktg 3650 Ch. 15

Front 1

promotional mix

Back 1

combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers.

Front 2

integrated marketing communications

Back 2

concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.

Front 3

communication

Back 3

process of conveying a message to others.

Front 4

advertising

Back 4

any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.

Front 5

personal selling

Back 5

two-way flow of communcation between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

Front 6

public relations

Back 6

form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and others about a company and its products or services.

Front 7

publicity

Back 7

nonpersonal, indirectly paid presentation of an organization, good, or service.

Front 8

sales promotion

Back 8

a short-term offer designed to arouse interest in buying a good or service.

Front 9

direct marketing

Back 9

promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

Front 10

push strategy

Back 10

directing the promotional mix to channel members to encourage them to order and stock a product.

Front 11

pull strategy

Back 11

directing the promotional mix at ultimate consumers to encourage them to ask the retailer for the product.

Front 12

hierarchy of effects

Back 12

sequence of stages a prospective buyer goes through: awareness, interest, evaluation, trial, and adoption.

Front 13

direct orders

Back 13

the result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction.

Front 14

lead generation

Back 14

result of direct marketing offer designed to generate interest in a product or a service and a request for additional information.

Front 15

traffic generation

Back 15

outcome of direct marketing offer designed to motivate people to visit a business.