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Definition
integrated marketing communications
the method of carfully coordinating all promotional activities to produce a consistent unified message that is consumer focused |
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| all tools whose major role is to persuasivly communicate information |
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| key componenets of promotion |
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Definition
1) communication
2) persuasion |
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Definition
1) advertising
2) personal selling
3) sales promotion
4) publicity/PR |
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| maintain image and educate customers |
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Term
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Definition
proliferation of thousands of media choices
fragmentation of mass market
less advertising expense in favor of promotional techniques that generate an immediate response |
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Term
| The communication process |
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Definition
1) sender (firm)
2) encoding(converting idea into message)
3) channel message (ad medium)
4) decoding (consumer interprets ad)
5) receiver (consumer action)
creates feedback loop
all affected by noise |
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Term
| Communication oriented objectives |
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Definition
| the general goal of persuasive communication can be accomplished through accomplishment of a hierarchy of interrelated promotional tasks |
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Term
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Definition
1) attention- brand awareness
2) interest- persuasion to purchase
3) desire- from like it to want it
4) action- purchase |
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| not all promotion objectives are sales objectives |
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Term
| Types of Personal Budgetting |
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Definition
1) theoretical
2) Top Down
3) Build-up |
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Definition
| there is a perfect point between $ spent of advertising and profit |
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1) Percentage of Sales
2) Competitive Parity
3) All you can afford |
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budget based on fixed percentage of sales
does not take into account new plans because it uses previous numbers |
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ad budget based off market share
doesnt allow firm to grow in market |
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Definition
remaining funds after operating costs
assumes comm budget does not stimulate sales and profit |
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