Chapter 12 Flashcards
What is the promotion mix?
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
Name the five promotion mix tools.
Advertising;Public relations;Personal selling;Sales promotion;Direct marketing
What is advertising?
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Give examples of advertising channels.
Broadcast;Print;Online;Mobile;Outdoor
What is sales promotion?
a short-term incentive to encourage the purchase or sale of a product or service.
Give examples of sales promotion activities
,Discounts;Coupons;Displays;Demonstrations
What is personal selling?
the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships.
Give examples of personal selling activities.
Sales presentations;Trade shows;Incentive programs
What is public relations?
involves 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.
Give examples of public relations activities
Press releases;Sponsorships;Events;Web pages
What is direct and digital marketing?
involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Give examples of direct and digital marketing.
Direct mail;Catalogs;Online and social media;Mobile marketing
Describe how consumers are changing in the new marketing communications model
Rather than relying on marketer-supplied information, they can use the Internet, social media, and other technologies to find information on their own.
Describe how marketing strategies are changing in the new marketing communications model.
Marketers are shifting away from mass marketing to more narrowly defined micromarkets.
Describe how advances in digital technology are changing marketing communications.
Introduce new way of how companies communicate with customers (brand web sites, e-mail, blogs, social media and online communities, the mobile Web)
What is Integrated marketing communications (IMC)?
involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Why is there a need for integrated marketing communications?
conflicting content from different information sources (like ad, in-store display, mobile app, or a friend’s social media post) can result in confused company images, brand positions, and customer relationships.
Using IMC, what does the company ensures
Companies ensures that every customer touchpoint reinforce a unified brand image, thereby enhancing customer trust, engagement and loyalty
