Term
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Definition
| The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. |
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| Elements of Promotion Mix |
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Definition
Advertising
Sales Promotion
Personal Selling
Public Relations
Direct Marketing |
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Definition
| Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. |
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Definition
| short term incentives to encourage the purchase or sale of a product or service. |
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| 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. |
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| Direct connections with carefully targeting individual consumers to both obtain an immediate response and cultivate lasting customer rel'ships. |
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| Integrated Marketing Communications |
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Definition
| Carefully integrating and coordinating the company's many communication channels to deliver a clear, consistent and compelling message about the orginization and its products. |
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Definition
| A promotion strategy in which the sales force and trade promotion are used to push the product through channels. The producer promotes the product to channel members who in turn promote it to final customers. |
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Definition
| the producer directs its marketing activities toward final consumers to iduce them to buy. For instance AXE promotes its directly to young males using TV, print ads, Youtube channel and Facebook Page. |
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Term
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Definition
A specific communication task to be accomplished with a specific target audience during a specific period of time.
Inform
Persuade
Compare
Remind |
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Definition
| used heavily when introducing a new product category. When HDTVs were first marketed they had to be told what they were like first. |
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Definition
| more important as competition increases. They need to persuade you that their brand is the best brand offered. |
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Definition
| A company directly compares its brand with one or more other brands. i.e AT&T and Verizon attack each other ruthlessly. |
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Definition
| it helps to maintain customer relationships and keep them thinking about the product. i.e expensive coca cola ads primarily build and maintain the brand rel'ship to the consumers. |
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Term
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Definition
| the dollars and other resources allocated to a product or a company advertising program. |
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Term
| Affordable Method of Advertising |
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Definition
Setting the promotion budget at the level they think the company can afford. Small businesses often use this method reasoning that a company cannot spend more then it has.
- It tends to place promotion last among spending priorities, even in situations in which advertising is critical to the firm's success. |
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Term
| Percentage of-sales method of advertising |
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Definition
setting their promotion budget at a certain percentage of current or forecasted sales. Or they budget a percentage of the sales price.
- It views sales as the cause of promotion rather than the result.
+ It is simple to use. |
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Term
| Competitive Parity Method of Advertising |
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Definition
Setting the promotion budget to match the competitors.
Represents collective wisdom of industry
It also helps prevent promotion wars. |
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Term
| Objective and Task Method |
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Definition
| The company sets its promotion budget based on what it wants to accomplish with promotion. (1) Defining specific objective. (2) Determining the tasks that must be performed to achieve these objectives. (3) Estimating the costs of performing these tasks. |
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Term
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Definition
| creating advertising messages and selecting advertising media |
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Definition
| the general message that will be communicated to consumers. You must develop an effective message strategy that begins with identifying customer benefits that can be used as advertising appeals. |
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Definition
| The vehicles through which advertising messages are delivered to their intended audience. |
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Definition
Is the measure of the percentage of people in the target market who are exposed to the ad campaign given a certain period of time.
i.e the advertiser might try to reach 70 percent of the target market during the first three months. |
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Term
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Definition
| is a measure of how many times the average person in the market is exposed to the message |
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Definition
| the qualitative measure of the ad. How believable was it. |
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Definition
| Advertiser must consider how to schedule the advertising over the course of the year. Some to seasonal like mars with M&Ms near the holidays. |
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Term
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Definition
| analyzing, planning implementing and cotrolling sales force activities. |
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Term
| Territorial Sales force structure |
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Definition
| assigns each person to an exclusice geographical territory |
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Definition
| a sales force in which people specialize in selling only a portion of the company's products. |
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Definition
| a sales force organization in which salespeople specialize in selling to only certain customers. i.e whirlpool assigns individual sales people to to big retail like Lowes and Home Depot. |
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Term
| Recruiting a Sales Person |
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Definition
| Want to find people who have intrinsic motivation, a disciplined work style, the ability to close a sale and the ability to build relationships with customers. |
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Term
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Definition
must lean how to build relationships with customers. Therefore they must teach them about different types of customers and their needs.
They must learn how to make effective sales presentations
Must learn about company and products. |
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| Compensating Fixed amount |
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Definition
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| Compensating Fixed amount |
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Definition
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| Compensating Variable amount |
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Definition
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Definition
| repays for job related expenditures |
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Definition
| vacations, sick leave, pension |
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Term
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Definition
help them identify customer norms and set call norms .
Annual call plan
Automation systesm laptops cell phones and shit |
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Term
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Definition
| sales reports, call reports and expense reports. |
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