Chapter 12 Flashcards
Direct social media marketing
Engaging and interacting directly with carefully targeted individual consumers and consumer communities to both obtain an immediate response and cultivate lasting customer relationships
Brand content management
Creating inspiring and sharing brand messages and conversations with and among consumers across a fluid a fluid mix of paid owned earned and shared channels
Integrated marketing communications
Carefully integrating and coordinating the company’s many communications channels to deliver clear consistent and compelling message about the organization and its products
Push strategy
A promotion strategy where the producer promotes the product to channel members who then promote it to final consumers
John dear Walmart. Customer
Pull strategy
A promotion strategy where the producer markets directly to the consumer through
Tv adds YouTube websites
Advertising objective
Inform. Persuade . Remind
Affordable method
Setting the promotion budget at the level management thinks they can afford
Percentage of sales method
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Competitive parity method
Setting the budget to match competitors’ outlays
Objective and task method
Developing the promotion budget by 1 defining specific objectives 2 determining the tasks that must be performed to achieve these objects 3 estimate the costs of preforming these tasks
The sum of these costs is the proposed promotion budget
Advertisement strategy
The strategy a company implements to bust advertise a company
1 create advertising messages
2 select advertising media
Madison and vine
The merging of advertisement and entertainment in order to create new avenues for reaching customers by making ads informative and entertaining
Creative concept
The compelling big idea that drives an advertisement campaign memorable visualization or phrase
Execution style
The approach style tone words and format used for executing an advertising message
Advertising media
The vehicles through which advertising messages are delivered to their intended audiences
