Ch 1 Flashcards
Advertising
paid form of marketing communication through the media designed to influence thought pattern and purchase behaviour of target audience
IMC
the coordination of all forms of marketing communication into unified program that maximizes the impact of customers
Customer advertising
persuasive communications designed to elicit a purchase from customers
Business advertising
advertising directed by business and industry at business and industry
Corporate advertising
communication w/ variety of publics @ the same time, often intent to improve organizations image or alter perception of public
Advocacy advertising
public communication paid for by an identified sponsor that presents information or pov on a publicly recognized, controversial issue
Cause marketing
a form of advertising that supports cause that benefits society (Bell Let’s Talk)
Direct response communications
form of marketing in which message are delivered directly to potential customers on an individual basis
Public relations
variety of activities that an organization undertakes to influence the attitudes, opinions and behaviours of interest groups toward and org
Sale promotion
an activity that encourages an immediate response from the customers and distributors of a product or service
Personal selling
personalized form of communication that involves a seller presenting the features/benefits a product/service to buyer for purpose to make a sale
Experimental marketing
blend of marketing communications discipline that engage ppl w/ a brand in a more personal way
Product life cycle (PLC)
the movement of a product through a series of four stages (introduction, growth, maturity, decline)
Product innovation
the idea that the product is on the cutting edge of technology or r&d
Lifestyle advertising
targets the lifestyle aspirations by appealing to the emotional side of the purchases decision and associating products w/ lifestyle of a certain market segment
