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Marketing chapter 13
Chapter 13
13
Marketing
Undergraduate 1
04/11/2017

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Term
Promotion mix
Definition
the special blend of promotional tools that the company uses to engage consumers, and build consumer relationships.
Term
advertising
Definition
any form of paid nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
Term
sales promotion
Definition
short term incentives to encourage the purchase or sale of a product or service.
Term
personal selling
Definition
Personal customer interactions by the firm's sales force for the purpose of making sales/building relationships.
Term
Public relations
Definition
Building good relations with the company's various publics by obtaining favourable publicity.
Term
direct and digital marketing
Definition
engaging and interacting directly with carefully targeted individual consumers and consumer communities.
Term
brand content management
Definition
creating, inspiring and sharing brand messages among consumers across a fluid mix of paid, owned, earned, and shared channels.
Term
Push strategy
Definition
a promotion strategy that calls for using the sales force and trade promotion to push the product through channels.
Term
pull strategy
Definition
Spending a lot on consumer advertising and promotion to influence final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel.
Term
advertising objective
Definition
a specific communication task to be accomplished with a specific target audience during a specific period of time.
Term
affordable method
Definition
setting the promotion budget at the level management thinks the company can afford.
Term
competitive parity method
Definition
setting the promotion budget at a certain percentage of current or forecasted sales.
Term
advertising agency
Definition
a marketing services firm that assists companies in planning, preparing, implementing their advertising programs.
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