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MKTG 350 Midterm-2 CH 12
Chapter 12
29
Marketing
Undergraduate 3
11/09/2011

Additional Marketing Flashcards

 


 

Cards

Term
promotion mix (marketing communications mix)
Definition
specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
Term
advertising
Definition
any paid form of nonpersonal representation and promotion of ideas, goods, 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 presentation by the firm's sales force for the purpose of making sales and building customer relationships
Term
public relations (PR)
Definition
building good relations with the company's various publics by obtaining favorable publicity, building up a god corporate image, and handling or heading off unfavorable rumors, stories, and events
Term
direct marketing
Definition
direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships
Term
integrated marketing communications (IMC)
Definition
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
Term
push promotion
Definition
pushing the product through marketing channels to final consumers. the producer directs its marketing activities toward channel members to induce them to carry the product and promote it to final customers. (personal selling and trade promotion)
Term
pull promotion
Definition
producer directs its marketing toward final consumers to induce them to buy the product (advertising and consumer promotion)
Term
advertising program
Definition
advertising objectives, advertising budget, develop advertising strategy, evaluate advertising campaigns
Term
advertising objective
Definition
a specific communication task to be accomplished with a specific target audience during a specific period of time. the overall advertising goal is to help build customer relationships by communicating customer value
Term
informative advertising
Definition
used heavily when introducing a new product category.
ex: early producers of DVD players had to inform what it was
Term
persuasive advertising
Definition
used to build brand preference, encourage to buy.
ex: after DVDs were established, sony has to convince buyers to buy sony
Term
comparative (attacking) advertising
Definition
a type of persuasive advertising where a company directly or indirectly compares its product with one or more brands
Term
reminder advertising
Definition
used to maintain customer relationships, for mature products
ex: coke ads
Term
advertising budget
Definition
dollars and other resources allocated to a product or company advertising program
Term
affordable method
Definition
setting the promotion budget at the level management thinks the company can afford
Term
percent of sales method
Definition
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Term
competitive parity method
Definition
setting the promotion budget to match competitors' outlays or industry average
Term
objective and task method
Definition
develop promotion budget by taking sum of:
1--define specific objectives
2-- determine tasks that must be performed to achieve objectives
3-- estimate costs of performing these tasks
Term
advertising strategy
Definition
strategy by which companies accomplish their advertising objectives. two elements 1-creating ad messages, 2-select ad media
Term
madison & vine
Definition
a term that represents the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages
Term
message strategy
Definition
the general message to consumers
Term
creative concept
Definition
the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way
Term
message execution style
Definition
the approach, style, tone, words, and format used for executing an advertising message
Term
advertising media
Definition
vehicles through which advertising messages are delivered to their intended audiences
Term
return on advertising investment
Definition
the net return on advertising investment divided by the costs of the advertising investment
Term
advertising agency
Definition
a marketing services firm that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programs
Term
major PR functions
Definition
press relations, product publicity, public affairs, lobbying, investor relations, development
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