Term
| Integrated Marketing Communications (IMC) |
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Definition
| refers to the strategic, coordinated use of promotion to create on consistent message across multiple channels to ensure maxium persuasive impact on the firm's current and potential customers |
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Term
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Definition
| attention, interst, deisre, and action |
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Definition
| focus on promotional efforts toward stimulating demand among final customers, who then exert pressure on the supply chain to carry the prodcut |
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Term
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Definition
| promotional efforts focus on members of the supply chain, such as wholersalers and retailers, to motivate them to spend extra time and effort on selling the product |
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Term
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Definition
| a key component of promotion and is usually one of the most visible elements of an integrated marketing communicatinos program |
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Term
| Institutional Advertising |
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Definition
| promotes a firm's image, ideas, and culture, with the goal of creating or maintaining an overall corporate image |
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Definition
| promotes the image, features, uses, benefits, and attributes of products. |
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Definition
| occurs when one firm compares its product with one or more competing products on specific features or benefits |
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Term
| Percentage of Sales Approach |
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Definition
| is the most widely used method for determining the advertising budget |
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Term
| Objectives and Task Approach |
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Definition
| requires that the firm lay out its goals for the advertising campaign and then list the tasks required to accomplish specific advertising objectives |
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Term
| Competitive Matching Approach |
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Definition
| involves firms attempting to math major competitor's advertising expenditures in absolute dollars |
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Definition
| Intuition and personal experience set the advertising budget under this approach |
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Definition
| is a collection of strategic activites aimed at marketing an organization, its issues, and its ideals to potential stakeholders |
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Term
| The goal od Public Relations |
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Definition
| is to track public attitudes, identify issues that may elicit public concern, and develop programs to create and maintain positive relationships between a firm and its stakeholders |
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Term
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Definition
| is paid personal communication that attempts to inform customers about products and persuade them to purchase those products |
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Term
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Definition
| involves activities that create buyer incentives to purchase a product or that add value for the buyer or the trade |
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Term
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Definition
| Manufacturers offer a number of different trade allowances, or price reductions, to their channel intermediaries |
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| Manufacturers sometimes offer free merchandise to intermediaries instead of quantity discounts |
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| a manufacturer can offer free training to an intermediary's employees |
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Term
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Definition
| is an arrangement whereby a manufacturer agrees to pay a certain amount of an intermediary's media cost for advertising the manufacturer's products |
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Term
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Definition
| come in two general forms: push money and Pull money |
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Term
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Definition
| is a more narrowly defined to include the firm's activities desgined to gain media attention through articles, editorials, or new stories |
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