Term
| Integrated marketing communications |
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Definition
| coordination of promo and marketing efforts to maximize informational and persuasive effect. Goal is to send consistent message to customers |
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Definition
| sharing of meaning through the transmission of information |
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Definition
| person, group, or organization with a meaning it tries to share with audience |
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| individual, group, or organization that decodes a coded message |
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Definition
| converting meaning into series of signs and symbols |
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| medium of transmission that carries the coded message from the source to the receiver |
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| conversion of signs/symbols into concepts and ideas |
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| limit on volume of information that a channel can handle effectively |
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Definition
| create awareness, stimulate demand, retain customers, facilitate reseller support, encourage product trial, combat competitive promotional efforts, identify prospects, reduce sales fluctuations |
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Definition
| demand for product category rather than for a specific brand |
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| informs consumers about a new product |
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| demand for specific brand |
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Definition
| business products, consumer durables, exclusive or high-priced items |
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| consumer goods, seasonal/personal products, cheap items |
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| promoting product only to the next entity in the marketing channel |
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| promoting product directly to consumers in order to create strong demand in a market channel |
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Definition
| attempt to create a trend or acceptance of product through word of mouth |
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Term
| institutional advertising |
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Definition
| promotes organizational images, ideas, and political issues |
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Definition
| promotes company's position on a public issue |
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Definition
| promotes uses, features, benefits |
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Definition
| focuses on a product category by informing potential buyers about product |
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Definition
| points out a brand's special features, uses, and advantages relative to competing brands |
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Definition
| creation and execution of a series of advertisements to communicate to a certain target audience |
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Term
| steps of advertising campaign |
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Definition
| identify/analyze target audience, define objectives, create platform, determine appropriation, develop media plan, create message, execute campaign, evaluate effectiveness |
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Definition
| relationship between organization and its stakeholders |
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Definition
| prospecting, preapproach, approach, making the presentation, overcoming objections, closing the sale, follow up |
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Definition
| asking questions that assume that a prospect will buy |
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Definition
| coupon, rebates, contests, etc |
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Definition
| persuading wholesalers/retailers to carry producer's products and market them |
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Term
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Definition
| temporary price reduction to resellers for purchasing specified quantities of product |
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Definition
| producer pays reseller for each unit sold |
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| manufacturer and reseller share media costs |
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| gift offered to retailers for purchasing a specific quantity |
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| money offered by producers to sellers to push their product over the competition's |
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