Term
| Integrated Marketing Communications |
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Definition
| a method of coordinating all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer |
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Term
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Definition
| build awareness and serve as a friendly reminder |
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Term
| Marketing Communications Process |
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Definition
• Sales Promotion-market controlled communication to stimulate immediate response by consumers
• Public Relations-most effective bc not marketer control message
• Advertising
• Direct Marketing
• Personal Selling
• Sponsorship |
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Term
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Definition
| o Control and Credibility |
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Term
| Goals and Tasks of Promotion |
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Definition
o Informing-introduction early growth, increase awareness, build image, explain product
o Reminding-maturity – coke ads around xmas to just inform and say hey we are still here
o Persuading-growth-persuade brand switching |
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Term
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Definition
| marketer controlled communication to stimulate immediate audience response by enhancing the value of offering for a limited time |
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Term
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Definition
o Redemption-% responding to incentive
o Displacement-% of those who would buy anyway
o Acquisition-% of purchase by non regular buyers
o Conversion- number of future purchases by new customers- most important
o Product-line Effects- the impact the promotions have on related products |
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Term
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Definition
| need to be competitive but not underprice products |
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Term
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Definition
| Attention, Interest, Desire, Action |
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Term
| Sales Promotions impact behavior- |
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Definition
advertising impacts attitudes, sales promotions impact behavior
Advertising=reason to buy, sales=incentive to buy |
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Term
| Public Relations Objectives |
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Definition
2 way communication designed to improve mutual understanding and positively influence relationships between the marketer and its internal and external publics.
• Gauge public opinion
• Establish dialogue, build trust |
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Term
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Definition
| product placement, target donates % of sales to local school system, event or issue sponsorship. |
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Term
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Definition
| representatives interact directly with a consumer to help consumer make a buying decision about a product or service. |
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Term
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Definition
| practice used by salespeople to identify, research, and approach potential customers to sell products and services. Segment, target, position |
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Term
| Personal Selling Process-7 steps |
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Definition
1. Prospect- identify potential customers and then determine whether the prospect has potential to become a customer
2. Research- pre-approach look at key decision makers
3. Approach-salesperson contacts prospect to schedule a sales call
4. Sales Presentation- build relationship with prospect
5. Overcome Objections
6. Close the Sale
7. Follow up |
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Term
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Definition
is a form of promotion. Paid, nonpersonal communication of a marketing message by an identified sponsor through mass media. French word means warning
• Characteristics- paid message, nonpersonal, mass media, identified sponsor
• Pros-cost effective, creative, educate
• Cons- unnoticed, intrusive, offend
• Firms who didn’t cut back on ads sold 50% more during the recession, and 60% more the 2 years following it. |
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Term
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Definition
o Clutter-refers to number of ads a marketer’s spot will have to compete within a given media. Too many can lead to them getting lost
o Impact- refers to the value that a consumer will place on a specific media vehicle. Credibility comes into play
o Efficiency-cost associated with the media in relation to its ability to reach a customer segment
o Engagement-measure of how much attention an audience pays to a particular media |
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Term
| Media Selection Considerations |
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Definition
o Cost per contact-cost of reaching one member of the target market
• Ratings
• Shares
• CPM= (cost of ad or absolute cots/ impressions) * 1,000
o Reach- number of target consumers exposed to a commercial at least once during a time period
o Frequency- # of times an individual is exposed to a message during a time period
o Audience Selectivity- ability of an advertising medium to reach a precisely defined market |
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Term
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Definition
1. Budget
2. Media Profile-determine which media vehicles target customers are consuming
3. Media Plan-describes how the media budget reaches objectives
4. Buying Ad Space-placement is implementation of media plan
5. Evaluate-monitoring the performance of the ad campaign |
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Term
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Definition
• Continuous- soap always advertising
• Flighting- every other week, like movie ads on wed for the weekend
• Pulsing- combination of continuous and flighting
• Seasonal |
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Term
| Unique Selling Proposition |
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Definition
| - a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign |
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Term
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Definition
| - ads talk about attributes of item so then tell you the benefit to cut to the reason you need to buy the product. Lifestyle, testimonial, fantasy, humor, scientific |
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Term
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Definition
| simulates primary demand for new product. Used in introductory stage |
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Term
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Definition
| -influences demand for brand growth phase of the PLC. Often uses emotional appeal |
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Term
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Definition
| compares two or more competing brands’ product attributes. Used if growth is sluggish or competition is strong |
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