Term
| promotion mix (marketing communications mix) |
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Definition
| specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships |
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| any paid form of nonpersonal representation and promotion of ideas, goods, services by an identified sponsor |
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| short term incentives to encourage the purchase or sale of a product or service |
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| personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
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| building good relations with the company's various publics by obtaining favorable publicity, building up a god corporate image, and handling or heading off unfavorable rumors, stories, and events |
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| direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships |
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| integrated marketing communications (IMC) |
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Definition
| 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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Term
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| pushing the product through marketing channels to final consumers. the producer directs its marketing activities toward channel members to induce them to carry the product and promote it to final customers. (personal selling and trade promotion) |
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| producer directs its marketing toward final consumers to induce them to buy the product (advertising and consumer promotion) |
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Term
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Definition
| advertising objectives, advertising budget, develop advertising strategy, evaluate advertising campaigns |
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Term
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Definition
| a specific communication task to be accomplished with a specific target audience during a specific period of time. the overall advertising goal is to help build customer relationships by communicating customer value |
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Definition
used heavily when introducing a new product category.
ex: early producers of DVD players had to inform what it was |
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Definition
used to build brand preference, encourage to buy.
ex: after DVDs were established, sony has to convince buyers to buy sony |
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Term
| comparative (attacking) advertising |
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Definition
| a type of persuasive advertising where a company directly or indirectly compares its product with one or more brands |
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Definition
used to maintain customer relationships, for mature products
ex: coke ads |
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Term
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Definition
| dollars and other resources allocated to a product or company advertising program |
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| setting the promotion budget at the level management thinks the company can afford |
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| setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price |
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Term
| competitive parity method |
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Definition
| setting the promotion budget to match competitors' outlays or industry average |
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Term
| objective and task method |
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Definition
develop promotion budget by taking sum of:
1--define specific objectives
2-- determine tasks that must be performed to achieve objectives
3-- estimate costs of performing these tasks |
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Term
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Definition
| strategy by which companies accomplish their advertising objectives. two elements 1-creating ad messages, 2-select ad media |
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| a term that represents the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages |
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| the general message to consumers |
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| the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way |
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| the approach, style, tone, words, and format used for executing an advertising message |
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| vehicles through which advertising messages are delivered to their intended audiences |
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Term
| return on advertising investment |
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Definition
| the net return on advertising investment divided by the costs of the advertising investment |
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Definition
| a marketing services firm that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programs |
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Term
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Definition
| press relations, product publicity, public affairs, lobbying, investor relations, development |
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