Details Title: ch. 18 powerpoint Description: k Total Flash Cards: 13 Created: 12/05/2008 17:21:35		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Parts of Integrated marketing comm. Definition Definition, goal, role, benefits Term Definition Term integrated mark. comm. Definition Definition Coordination of promotional and other marketing efforts for maximum informational and persuasive impact on the target audience. Term Integrated mark. comm. Role Definition A plan for optimal use of all four elements of the marketing mix Term Integrated mark. comm. Goal Definition consistent message to consumers Term Integrated mark. comm. Benefits Definition Long term relationships with customers and more efficient use of promotional resources. Term Scope of promotion (array of communication tools) Definition coupons magazine ads television ads public relations Free samples Personal selling Radio ads Term Key to effective communications #1 Definition Sellers need to know what target audiences they wish to reach. Term Key to effective communciations #2 Definition Sellers must be good at encoding messages that target audience can decode. Term Key to effective communications #3 Definition Sellers must send messages through media that reach target audiences. Term key to effective communication #4 Definition Sellers must develop feedback channels to assess audiences response Term Objectives of promotion Definition Create awareness Stimulate demand encourage product trial identify prospects retain loyal customers Facilitate reseller support combat competitive promtional efforts reduce sales fluctuations Term Parts of promotion Definition Advertising (adds value to a product and enhances a brand image) Personal selling (a paid personal form of comm. that seeks to inform customers and persuade them to purchase) Public relations (A broad set of comm eforts used to createe and maintain favorable relations between firm and its publics) Sales promotion (activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers.)