Shared Flashcard Set

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Marketing Final
Module 9
27
Marketing
Undergraduate 3
11/30/2010

Additional Marketing Flashcards

 


 

Cards

Term
The promotion mix
Definition
is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships
Term
The promotion mix
Definition
The specific blend fo these four major promotion tools is known as ___
• Sales promotion
• Public relations
• Personal selling
• Direct marketing
Term
Advertising
Definition
is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor
Term
Sales promotion
Definition
is the short-term incentives to encourage the purchase or sale of a
product or service
• Discounts
• Coupons
• Displays
• Demonstrations
Term
Public relations
Definition
involves building good relations with
the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
• Press releases
• Sponsorships
• Special events
• Web pages
Term
Personal selling
Definition
is the personal presentation by the firm’s sales force for the purpose of
making sales and building customer
relationships
• Sales presentations
• Trade shows
• Incentive programs
Term
Direct marketing
Definition
involves making direct connections
with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting
customer relationships—by using direct mail,
telephone, direct-response television, e-mail, and
the Internet to communicate directly with specific
consumers
• Catalog
• Telemarketing
• Kiosks
Term
The Communications Process
Definition
These are the 9 steps of _____.
1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise
Term
Sender 1
Definition
(Communications Process)

is the party sending the message to another party
Term
Encoding 2
Definition
(Communications Process)
is the process of putting thought into symbolic form
Term
Message 3
Definition
(Communications Process)
is the set of symbols the sender transmits
Term
Media 4
Definition
(Communications Process)
is the communications channels through
which the message moves from sender to
receiver
Term
Decoding 5
Definition
(Communications Process)
is the process by which the receiver
assigns meaning to the symbols
Term
Receiver 6
Definition
(Communications Process)
is the party receiving the message
sent by another party
Term
Response 7
Definition
(Communications Process)
is the reaction of the receiver after
being exposed to the message
Term
Feedback 8
Definition
(Communications Process)
is the part of the receiver’s response
communicated back to the sender
Term
Noise 9
Definition
(Communications Process)
is the unplanned static or distortion
during the communication process, which
results in the receiver’s getting a different message than the one the sender sent
Term
Rational appeal
Definition
(Appeals)
relates to the audience’s self interest
Term
Emotional appeal
Definition
(Appeals)
is an attempt to stir up positive or negative emotions to motivate a purchase – ex: Alarms
Term
Moral appeal
Definition
(Appeals)
is directed at the audience’s
sense of right and proper – ex: AIDS
Term
advertising objective
Definition
is a specific communication task to be accomplished with a specific target
audience during a specific time.
Objectives are classified by primary purpose:
• Inform
• Persuade
• Remind
Term
Informative advertising
Definition
is used when introducing a new product category; the objective is to build primary demand.
Term
Comparative advertising
Definition
directly or indirectly compares the brand with one or more other brands
Term
Persuasive advertising
Definition
is important with increased competition to build selective
demand
Term
Reminder advertising
Definition
is important with mature products to help maintain customer relationships and keep customers thinking about the product
Term
Reach
Definition
is a measure of the percentage of
people in the target market who are
exposed to the ad campaign during a given period of time
Term
Frequency
Definition
is a measure of how many times the average person in the target market is exposed to the message
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