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14 Cards in this Set
- Front
- Back
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1. promotion mix (marketing communications mix) 2. advertising |
1. the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships 2. any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. |
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1. sales promotion 2. personal selling |
1. short-term incentives to encourage the purchase or sale of a product or a service 2. personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
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1. Public relations 2. Direct marketing |
1. building good relations with the company's various publics by obtaining favorable publicity, etc. 2. direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships |
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Integrated marketing communications |
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products |
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1. push strategy 2. pull strategy |
1. calls for using the sales force and trade promotion to push the product through channels 2. spending a lot on advertising and consumer promotion to induce final consumers to buy the product creating a demand vacuum that "pulls" the product through the channel |
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advertising objective |
a specific communication task to be accomplished with a specific target audience during a specific period of time |
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1. advertising budget 2. affordable method |
1. the dollars and other resources allocated to a product or company advertising program 2. setting the advertising budget at the level management thinks the company can afford |
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1. percentage-of-sales method 2. competitive-parity method |
1. setting the promotion budget at a certain percentage of current or forecased sales, or as a percentage of the unit sales price 2.setting the promotion budget to match competitor's outlays |
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objective-and-task method |
developing the advertising budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed advertising budget. |
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creative concept |
the compelling "big idea" that will bring the advertising-message strategy to life in a distinctive and memorable way. |
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execution style |
the approach, style, tone, words and format used for executing an advertising message |
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advertising media |
the types of media and media vehicles through which advertising messages are delivered to their intended audiences |
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media vehicle |
the specific media (publication or program) within a general media type (magazine, radio, television)
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return on advertising investment |
the net return on advertising investment divided by the costs of the advertising investment |
