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25 Cards in this Set
- Front
- Back
Promotional MIx |
The combination of one or more of these communications tools, including advertising, personal selling, sales promotion, public relations and direct marketing. |
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Integrated Marketing Communications (IMC) |
The concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide a consistent message across all audiences and to maximize the promotional budget and impact of the communications. |
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Communication |
The process of conveying a message to others, which requires six elements, a source, a message, a channel of communication, a reciever, and the processes of encoding and decoding. |
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Source |
A company or person who has information to convey |
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Message |
The information sent by a source to a reciever |
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Channel of communication |
The means of conveying a message to a reciever |
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Receivers |
Consumers who read, hear, or see the message |
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Encoding |
The process of having the sender transform an abstract idea in to a set of symbols |
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Decoding |
The process of having the sender transform an abstract idea in to a set of symbols. |
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Field of Expertise |
Similar understanding in knowledge; to communicate effectively, a sender and a reciever must have a mutually shared field of experience. |
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Response |
The impact the message had on the reciever's knowledge, attributes or behaviours. |
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Feedback |
The communication flow from the reciever back to the sender that helps the sneder know what the message was decoded and understood as intended. |
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Noise |
Extraneous factors that work against effective commmunication by distorting a message or the feedback recieved. |
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Advertising |
Any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor. |
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Personal Selling |
The two-way flow of communication between a buyer and seller, often in a face to face encounter, designed to influence their purchase decision |
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Public Relations |
A form of communication management that seeks to influence the feelings, opinions, beliefs held by customers, prospective buyers, sharegolders, suppliers, employees and other publics about a company and its products. |
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Publicity |
A non-personal paid presentation of an organizations good or service |
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Sales Promotion |
A short-term inducement of valye offered to arouse interest in buying a good or service. |
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Direct Marketing |
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. |
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Product Life Cycle |
Introduction Stage Growth Stage Maturity Stage Decline Stage |
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Heirarchy of events |
The sequence of stages a prospective buyer goes through from inital awareness of a product to eventual action |
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Percentage of Sales Budgeting |
Allocating funds to advertising as a percentage of past or anticipated sales in terms of either dollars or units sold. |
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Competitive Parity Budgeting |
Matching the competitors absolute level of spending or proportion per point of market share |
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All you can afford |
Allocating funds to promotion only after all budget items are covered |
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Objective and task budgeting |
A budgeting approach whereby a company determines its promotional objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks. |