chap 13 Flashcards
what is promotion
Communication by marketers that informs, persuades, reminds and connects potential buyers to a product for the purpose of influencing an opinion or eliciting a response
what is marcom
deploying an integrated use of advertising, public relations, promotions, direct and digital response, social media, and personal selling
what are the elements in the promotion mix
advertising, pr, direct response, sales promotion, personal selling
what are the objectives of marcom
connect, inform, persuade, engage, remind
communication process
- sender
-encoding
-medium
(noise with encoding and decoding)
-receiver
(feedback - return to sender from receiver)
what is advertising
any paid form of impersonal, one-way mass communication, using time or space owned by an advertising media company
what are pixels
a piece of code placed in ads, emails, and webpages, used to track users’ journeys from click to click and to track the correlation between ad spend and revenue
* can calculate the effectiveness of an add
what are the 2 key components of advertising
the creative and the ad buy
what is public relation
marketing communications function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance
what is publicity
a public relations tactic that, when used proactively, is intended to generate media coverage (earned media) about an organization or person
what is SEO
- search engine optimization
-a strategy to increase the odds that a web searcher, searching a product category in which a company operates, is drawn to the company’s website
what is a product placement
a form of contribution
what is push strategy
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
- ex:
what is a pull strategy
a marketing strategy that stimulates consumer demand to obtain product distribution
what is IMC - integrated marketing communications
the strategic integration of all marcom strategies tactics resulting in a thematically consistent and uniform look and feel regardless of platforms or media used - coordination of all promotional messages at every contact point.
