Term
| Integrated Marketing Communications |
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Definition
Coordination of promotion & other marketing to get maximum effect (Oscars & M&Ms) **Consistant Message** |
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Term
| The Communication Process |
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Definition
Sender ↓ Encoding ↓ Media (Message sent via ...) ↓ Decoding ↓ Receiver **Provides response back to sender (ex: Consumer buys product, survey, etc) *~*NOISE*~* can alter the message radio static, poor internet connection |
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Term
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Definition
| demand for a product category (not brand) |
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Definition
Demand for Brand (not product) *Growth stage |
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Term
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Definition
Advertising Personal Selling Public Relations Sales Promotion |
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Term
| Advertising (Promotion Mix) |
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Definition
Always Paid for Identified Sponsor Expensive Time Specific One Way |
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Definition
Two ways More Expensive the More People (variable) Usually Biz to Biz ex Sales Calls / Door to Door |
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Definition
Activity or material that acts as direct inducement -adding value/incentive **Giveaways, Contests, Coupons |
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Definition
annual reports event sponsorships publicity |
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Definition
Public Relations (Promotional Tool) -Free -No control - good or bad -respond to rumors & events (starbucks - 9/11 water example) |
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Term
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Definition
non-personal media to introduce products that are bought via non-personal media **ex: infomercials QVC |
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