CH 16 -- Integrated Marketing Communications. Advertising, and Public Relations Flashcards
Promotion
Communication link between buyers and sellers; the function of informing, persuading, and influencing a consumers purchase decision
Marketing Communications
Messages that deal with buyer-seller relationships
Integrated Marketing Communications (IMC)
Coordination of all promotional activities to produce a unified, customer focused promotional message
Sender
Source of the message communicated to the reciever
Message
Communication of information, advice, or a request by the sender to the reciever
AIDA Concept
Steps through which an individual reaches a purchase decision: attention, interest, desire, and action
Promotional Mix
Subset of the marketing mix in whcih marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives
Personal Selling
Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer
Nonpersonal Selling
Promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerilla marketing – all conducted without being face-to-face with the buyer
Advertising
Paid, nonpersonal communications through various media about a business firm, not-for-profit organization, product or idea by a sponsor identified to inform or persuade members of a particular audience.
Product Placement
Form of promotion in which a marketer pays a motion picture or TV program owner a fee to display a product prominently in the film or show
Sales Promotion
Marketing activities other than personal selling, advertising, guerilla advertising and public relations that stimulate consumer purchasing and dealer effectiveness
Trade Promotion
Sales promition that appeals to marketing intermediaries rather than consumers
Direct Marketing
Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store/website visits
Public Relations
Firm’s communications and relationships with its various publics
Guerrilla Marketing
Unconventional, innovative, and low-cost marketing techniques designed to get consumers’ attention in unusual ways
Sponsorship
Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for direct association with that events or activity
Product Advertising
Nonpersonal selling of a particular good or service
Institutional Advertising
Promotion of a concept, and idea, a philosophy, or the goodwill of an industry, company, organization, person, location or government agency
Informative Advertising
Promotion that seeks to develop intital demand for a good, service, organization, person, place, idea or cause
Persuasive Advertising
Promotion that attempts to increase demand for an existing good, service, organization, person.. etc
Reminder Advertising
Advertising that reinforces precious promotional activity by keeping the name of the ….. before the public
Comparative Advertising
Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands
Cooperative Advertising
Strategy in which a retailer shares advertising costs with a wholesaler or manufacturer
