Advertising and promotion (8) Flashcards
1
Q
What is a promotion?
A
Co-ordination of marketing communication efforts to influence attitudes or behaviour
2
Q
What is integrated marketing communication?
A
The process used to plan, develop and execute brand communication programs over time to targeted audiences
3
Q
Name 3 ways points of contact are established?
A
- Service encounters
- Online coupons
- Purchases
- Media advertising
4
Q
What is one-to-many promoting?
A
Each customer receives the same experience and messages, e.g. TV
5
Q
What is one-to-one promoting?
A
Having an individual experience with customers e.g. car salespeople
6
Q
What is many-to-many promoting?
A
Information is generated from multiple sources and its received by multiple sources
