Term
| Marketing Communications Mix (promotion mix) |
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Definition
| The specific mix of advertising, personal selling, sales promotion, and public relations a company uses. |
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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
| Building good relations with the companies various publics by obtaining favorable publicity building up the corporate image and handling or heading off unfavorable rumors stories and events. |
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Term
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Definition
| Personal presentation by the firms sales force for the purpose of making sales and building customer relationships. |
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Term
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Definition
| Direct communications with carefully targeted individual customers- the use of telephone, fax, email internet and other tools to communicate directly with specific consumers. |
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Term
| Integrated Marketing Communications (IMC) |
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Definition
| The concept under which a company carefully integrates and coordinates its many communication channels to deliver a clear consistent and compelling message about the organization and its products. |
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Term
| The communication process (p431) |
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Definition
| Sender, encoding, message, media, decoding, receiver, response, feed back, noise. |
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Term
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Definition
| The stages that consumers pass through on their way to purchase, including: awareness, knowledge, liking, preference, conviction, and purchase |
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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, person to audience, over the phone, or through mail. |
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Term
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Definition
| Personal communication about a product between target buyers and neighbors, friends, family members, and associates. |
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Term
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Definition
| Cultivating opinion leaders and getting them out to spread information about a product or service to other in their communities. |
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Term
| Nonpersonal communication channels |
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Definition
| Media that carry 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 things the company can afford |
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Term
| Percentage-of-sales method |
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Definition
| Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of unit sales price. |
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Term
| Competitive parity method |
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Definition
| Setting the promotion budget 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 that specific objectives; 2. determining the tasks that must be performed to achieve these objects; 3. estimating the costs of performing these tasks. the sum of these costs in 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 promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers. |
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Term
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Definition
| A promotion strategy that calls for spending a lot on consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the whole sales, and the wholesalers will as the producers. |
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