Term
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Definition
| integrated marketing communications- development of a program that coordinates all promotional activities - advertising, personal selling, sales promotions, public relations and direct marketing |
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Term
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Definition
source
message
channel of communication
receivers
encoding - sender transforms idea into symbols
decoding-receiver translates set of symbols into an idea |
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Term
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Definition
| must be shared by sender and receiver, so they can apply similar knowledge and understanding to the message |
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Term
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Definition
| the impact a message had on receiver's knowledge, attitudes, behavior |
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Term
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Definition
| extraneous factors that works against effective communication by distorting message or feedback |
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Term
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Definition
| advertising, sales promotions, public relations |
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Term
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Definition
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Term
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Definition
| any paid form of nonpersonal communications with the aim of promoting idea, organization, product and with a clear sponsor |
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Term
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Definition
| communication with customers who are not the target audience |
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Term
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Definition
| seeks to influence the feelings, opinions or beliefs of customers and other stakeholders about the company and its products |
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Term
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Definition
| nonpersonal, indirectly paid presentation of an organization or a product |
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Term
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Definition
complexity
risk
ancillary services-degree of service and support customer require |
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Term
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Definition
push strategy - direct promotional mix to channel members to gain their cooperation in ordering and stocking the product
pull strategy - direct promotional mix and end-consumers so that they ask the retailers for the product |
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Term
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Definition
sequence of stages prospective buyer goes through
1. awareness
2.interest
3.evaluation
4.trial
5.adoption |
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Term
| percentage of sales budgeting |
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Definition
| allocation of funds for promotion as a percentage from expected or past sales |
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Term
| competitive parity budgeting |
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Definition
| matching competitors absolute level of spending or the proportion per market share |
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Term
| all-you-can-afford budgeting |
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Definition
| money allocated after all other budget items are covered |
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Term
| objective and task budgeting |
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Definition
| determines objectives, sets tasks to achieve them and calculates the cost of promotions necessary to realize them |
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Term
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Definition
| result of direct marketing when all the necessary info is provided to the costumer to be able to make a purchase decision |
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Term
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Definition
| result of an offer designed to generate interest in a product an request for extra info |
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Term
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Definition
| result of an offer designed to prompt people to visit the business |
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