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MGMT232
chapter 12
23
Management
Undergraduate 3
11/01/2010

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Term
promotion mix (or marketing communications mix)
Definition
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
Term
advertising
Definition
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Term
sales promotion
Definition
short-term incentives to encourage the purchase or sale of a product or service
Term
personal selling
Definition
personal presentation by the firm's sales force for the purpose of making sales and building customer relationship
Term
public relations (PR)
Definition
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
Term
direct marketing
Definition
direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Term
integrated marketing communications (IMC)
Definition
carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
Term
push strategy
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 channel members who in turn promote it to final consumers
Term
pull strategy
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
Term
advertising objective
Definition
a specific communication task to be accomplished with a specific target audience during a specific period of time. the overall advertising goal is to help build customer relationships by communicating customer value
Term
advertising budget
Definition
the dollars and other resources allocated to a product or company advertising program
Term
affordable method
Definition
setting the promotion budget at the level management thinks the company can afford
Term
percentage-of-sales method
Definition
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Term
competitive-parity method
Definition
setting the promotion budget to match competitors' outlays
Term
objective-and-task method
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
Term
advertising strategy
Definition
the strategy by which the company accomplishes its advertising objectives. it consists of two major elements: creating advertising messages and selecting advertising media
Term
madison & vine
Definition
a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages
Term
creative concept
Definition
the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way
Term
execution style
Definition
the approach, style, tone, words, and format used for executing an advertising message
Term
advertising media
Definition
the vehicles through which advertising messages are delivered to their intended audiences
Term
return on advertising investment
Definition
the net return on advertising investment divided by the costs of the advertising investment
Term
advertising agency
Definition
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
Term
advertising agency
Definition
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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