Term
| promotion mix (marketing communications mix |
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Definition
the specific blend of promotion tools that the com[any uses to persuasively communicate customer value and build customer relationships.
There are 5 major promotion tools |
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Term
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Definition
promotion tool
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
can reach masses of geographically dispersed buyers at a low cost per exposure.
advertising has been used to build up a long-term image for a product and it can trigger quick sales (Kohl's advertises weekend specials)
shortcomings: advertising is impersonal. can only carry on a one-way communication with audience. advertising can be very costly. (TV)
EX) broadcast, print, internet |
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Term
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Definition
promotion tool
short-term incentives to encourage the purchase or sale of a product or service
sales promotions invite and reward quick response. sales promotion effects are often shortlived and often are not as effective as advertising or personal selling in building long-run brand preference and customer relationships
EX) discounts, coupons, displays, demonstrations |
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Term
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Definition
promotion tool
personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyers; preferences, convictions, and actions.
shortcomings: a sales force requires a longer-term commitment than does advertising. Very expensive
EX) sales presentations, trade shows, incentive programs |
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Term
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Definition
promotion tool
building good relations with the company's carious publics by obtaining favorable publicity, building up a good corporate image, and handling or handling off unfavorable rumors, stories, and events
EX) pres releases, sponsorships, special events, Web pages |
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Definition
promotion tool
direct connectsions with carefully targeted individual consumers to both obain an immediate response and cultibate lasting customer relationships-the use of direct maiil, the telephone, direct-response television, e-mal, internet, and other tools to communicate directly with specific consumers
less public: the message is normally directed to a specific person
immediate and customized |
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Term
| personal communication channels |
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Definition
| channels through which two or more people communicate directly with each other, including face to face, on the phone, through mail or e-mail, or even through an internet "chat" |
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Definition
personal communication about a product between target buyers and neighbors, friends, family members, and associates
The company cannot control this |
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Term
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Definition
| cultivating opinion leaders and getting them to spread information about a product or service to others in their communities |
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Term
| nonpersonal communication channels |
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Definition
| media that carry meessages without personal contact or feedback, including major media, atmospheres and events |
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Term
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Definition
a promotion strategy that calls for using the sales force and trade promotion to push the prodcut through channels. The producer promotes the product to channel members who in turn promote it to final consumers
company "pushes" the product to resellers who in turn "push" it to consumers |
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Term
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Definition
| a promotion strategy that calls for 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 channel |
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