Term
| Promotion Mix/ Marketing Communications Mix |
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Definition
| The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships |
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Term
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Definition
| Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor |
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Term
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Definition
| Short-term incentives to encourage the purchase or sale of a product or service |
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Term
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Definition
| Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
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Term
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Definition
| Building good relationships with the company's various publics by obtaining favorable publicity, building up a good consumers to both obtain an immediate response and cultivate lasting customer relationships. |
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Term
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Definition
| Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. |
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Term
| Integrated Marketing Communications (IMC) |
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Definition
| Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent and a compelling message about the organization and its products |
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Term
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Definition
| The stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction, and purchase. |
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Term
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Definition
| Personal communication about a product between target buyers and neighbors, friends, family member, and associates |
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Term
| Personal Communication Channels |
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Definition
| Channels through which two or more people communicate directly with each other, including face to face, on the phone, through mail or email, or even through internet "chat" |
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Term
| Percentage-of-Sales Method |
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Definition
| Setting the promotion budget at a certain percentage of a current or forecasted sales or as a percentage of the unit sales price |
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Term
| Competitive-Parity Method |
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Definition
| Setting the promotion budgets to match competitors' outlays |
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Term
| Objective-and-Task Method |
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Definition
| Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. |
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Term
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Definition
| A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promoted the product to channel member who in turn promote it to final customers. |
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Term
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Definition
| A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel. |
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Term
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Definition
| Personal Communication about a product between target buyers and neighbors, friends, family member, and associates. |
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Term
| Non-Personal Communication Channels |
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Definition
| Media that carries messages without personal contact or feedback, including major media, atmospheres, and events. |
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Term
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Definition
| Setting the promotion budget at the level management thinks the company can afford. |
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