Mktg 4P25 12

Front 1

Promotion mix

Back 1

Includes advertising, personal selling, public relations, and sales promotion.

Front 2

Integrated marketing communications

Back 2

The coordinated use of all promotional elements to communicate a consistent and unified message about a product in a cost-effective way.

Front 3

Defensive promotion strategy

Back 3

Calls for advertising in geographic markets where the product is already distributed or where sales have been good, instead of advertising in those markets where sales have been poor

Front 4

Offensive promotion strategy

Back 4

Involves advertising in markets where a brand's sales have been low

Front 5

Percentage of sales

Back 5

A method of setting the communications budget as a percentage of current or forecasted sales

Front 6

Competitive parity

Back 6

Entails spending the same percentage of sales on advertising as the major competitors

Front 7

All-you-can-afford

Back 7

Entails spending whatever funds are available for promotion

Front 8

Objective-and-task

Back 8

Requires first to determine the advertising objective that needs to be achieved and then to determine the task needed to satisfy the objective

Front 9

Pull strategy

Back 9

Entails directing the communication effort to the final consumer

Front 10

Push strategy

Back 10

Relies on a sales force to work closely with distributors and offers them incentives to motivate them to make the products available to customers and put a greater effort and support behind the products

Front 11

Advertising

Back 11

The term used to describe messages about products or services paid for by an identified sponsor and carried by mass media

Front 12

Target audience response equation

Back 12

Includes all the behavioural steps through which potential customers must pass before they purchase the brand

Front 13

Continuous scheduling

Back 13

Involves running ads at a constant level throughout the selling period

Front 14

Pulsing scheduling

Back 14

Similar to continuous advertising except that the ads are run every other period instead of every period

Front 15

Flighting scheduling

Back 15

Also called heavy-up scheduling, is used for products that are not purchased year round but only during certain periods of the year

Front 16

Build-up scheduling

Back 16

Starts small as the season approaches and then gradually builds up advertising spending until it reaches its highest level at its peak of the selling season

Front 17

Build-down scheduling

Back 17

Gradually decreases advertising spending after the peak sales period until it becomes zero during the off-season period

Front 18

Reach

Back 18

Also known as coverage, is the percentage of an audience's members that are exposed to an advertisement

Front 19

Frequency

Back 19

The average number of times the members of the audience were exposed to an ad over the broadcast period

Front 20

Minimum effective frequency

Back 20

The level of frequency at which advertising will begin to have a positive impact on the target audience

Front 21

Multiple content program technique

Back 21

Involves placing the ad during programs whose content changes during the broadcasting of the program or from one week to another

Front 22

Scatter technique

Back 22

Entails firms placing the commercial in different programs and time periods to maximize exposure

Front 23

Roadblock technique

Back 23

Involves firms placing the commercial in different media during the same time

Front 24

Unaided recall

Back 24

Involves asking participants if they remember the brand or company advertised in a certain commercial by giving no clue as to the brand or company that was advertised.

Front 25

Aided recall

Back 25

Involves asking people if they remember a specific brand or company in a certain commercial

Front 26

Sales promotions

Back 26

Marketing incentives designed to stimulate customers or the trade to buy a firm's products

Front 27

Trade promotions

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Incentives to retailers and other distributors

Front 28

Retailer promotions

Back 28

Incentives offered to customers by retailers to encourage them to patronize their stores

Front 29

Consumer promotions

Back 29

Include free samples, point-of-purchase displays, cents-off coupons, bonus packs, rebates or refunds, price discounts, quantity discounts, premiums, contests, sweepstakes, in-store demonstrations, and specials.

Front 30

Forward buying

Back 30

Entails buying larger quantities than required for current consumption. The extra quantity bought is consumer after the sales promotion is over

Front 31

Diversion

Back 31

Entails buying goods sold in one area and selling them in another area where the product is not promoted

Front 32

Public relations

Back 32

Concerned with building a favourable long-term image for the organization through avariety of activities such as financial support of social causes, corporate publications, and other events

Front 33

Publicity

Back 33

Part of public relations and it seeks to obtain favourable press coverage for the organization

Front 34

Event marketing or social cause marketing

Back 34

Involves trying to link a product to an issue or event of interest or concern to consumers