Details Title: Chapter 15 Description: CCIII Total Flash Cards: 12 Created: 11/18/2008 21:01:43		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 Integrated Marketing Communications Definition Coordination of promotion & other marketing to get maximum effect (Oscars & M&Ms)      **Consistant Message**  Term The Communication Process 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     Term Primary Demand Definition demand for a product category (not brand) Term Selective Demand Definition Demand for Brand  (not product)   *Growth stage   Term Promotion Mix Definition Advertising Personal Selling Public Relations Sales Promotion    Term Advertising (Promotion Mix) Definition Always Paid for Identified Sponsor Expensive  Time Specific  One Way  Term Personal Selling Definition Two ways More Expensive the More People (variable) Usually Biz to Biz ex Sales Calls / Door to Door  Term Sales Promotion Definition Activity or material that acts as direct inducement -adding value/incentive   **Giveaways, Contests, Coupons  Term Public Relations Definition annual reports event sponsorships publicity   Term Publicity   Definition Public Relations (Promotional Tool)   -Free -No control - good or bad -respond to rumors & events     (starbucks - 9/11 water example)   Term Direct Marketing Definition non-personal media to introduce products that are bought via non-personal media   **ex: infomercials QVC  Term Definition