Ch 18 Imc And Dm

Front 1

integrated marketing communications

Back 1

the concept of designing marketing communications programs that coordinate all prommotional activities such as advertising, personal selling, sales promotion, public relations, and direct marketing to provide a constant message across all audiences

Front 2

5 elements of the promotional mix

Back 2

advertising-efficient means but high cost with diff. feedback
personal selling- persuasive, but expensive
public relations -credible but difficult with media
sales promotion-flexible but can lead to promotion wars
direct marketing-quick but expensive

Front 3

publicity

Back 3

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

Front 4

factors affecting use of promotion mix elements

Back 4

target audience
product life cycle
product characteristics
stages of buying process

Front 5

push strategy

Back 5

dirrecting the promotional mix to channel members to gain their cooperation in ordering and stocking the product. mainly personal selling directed to intermediaries

Front 6

pull strategy

Back 6

directing its promotional mix at ultimate consumers to encourage them to ask the retailer for the product. mainly advertising directed to consumers.

Front 7

4 w's of advertising

Back 7

who is the target audience?
what are the promotional obj, budget, kinds of promotion to use
where should the promotion be run
when should the promotion be run

Front 8

heirarchy of effects

Back 8

awareness
interest
evaluation
trial
adoption

Front 9

4 ways to set promotion budget

Back 9

objective and task
percentage of sales
competitive parity
all you can afford

Front 10

direct marketing and its responses

Back 10

uses direct communication with consumers to generate a response in the form of aan order, a request for further information, or a visit to a retail outlet