Chapter 16 Flashcards
promotional mix
The combination of one or more of these communications tools: advertising, personal selling, sales promotion, public relations, and direct marketing
integrated marketing communications
The concept of designing marketing communications programs that coordinate all promotional activities : advertising, personal selling, sales promotion, public relations and direct marketing, to provide a consistent message across all audiences and to maximize the promotional budget and impact of the communications
source
A company or person who has the information to convey
channel of communication
The means of conveying a message to a receiver
communication
The process of conveying a message to others, which requires six elements: a source, a message, a channel of coms, a receiver, and the processes of encoding and decoding
message
the information sent by a source to a receiver in the coms process
receivers
Consumers who read, hear, or see the message sent by a source in the communication process
encoding
The process of having the sender transform an abstract idea into a set of symbols
decoding
The process of having the receiver take a set of symbols, the message, and transform them back to an abstract idea
field of experience
Similar understanding and knowledge to communicate effectively a sender and a receiver must have a mutually shared field of experience
feedback
The communication flow from receiver back to the sender that helps the sender know whether the message was decoded and understood as intended
response
The impact the message had on the receiver’s knowledge, attitudes or behaviours
advertising
Any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor
personal selling
The two way flow of communication between a buyer and seller, often in a face to face encounter designed to influence a person’s or group’s purchase decision
public relations
A form of coms management that seeks to influence the feelings, opinion, or beliefs held by customers, prospective customers, shareholders, suppliers, employees and other publics about a company and its products or services
publicity
A non-personal, indirectly paid presentation of an organization, good, or service
sales promotion
A short-term inducement of value offered to arouse interest in buying a good or service
direct marketing
Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further info, or visit a retail outlet
push strategy
Directing the promotional mix to channel members to gain their cooperation in ordering and stocking a product
hierarchy of effects
The sequence of stages a prospective buyer goes through, from initial awareness of a product to eventual action
percentage of sales budgeting
Allocating funds to advertising as a percentage of past or anticipated sales, in terms of either dollars or unit sold
competitive parity budgeting
MAtching the competitors absolute level of spending or the proportion per point of market share
all you can afford budgeting
Allocating funds to promotion only after all other budget items are covered
objective and task budgeting
A budgeting approach whereby the company 1. determines its promo objectives, 2. outlines the tasks t accomplish these objectives, 3. determines the promotion cost of performing these tasks
