Chapter 16-Integrated Marketing communications & Direct Marketing Flashcards
Integrated marketing communications
The concept of designing marketing communications programs that coordinate all promotional activities- Providing a consistent message across all audiences and maximize promotional budget
Source
A company or person who has info to convey
Message
The information sent by a source to a receiver in the communication process
Encoding
The process of having the sender transform an abstract idea into a set of symbols
Decoding
Having a receiver decode an message back into an abstract idea
Field of experience
Similar understanding and knowledge-Communication must be between people with similar field of experience
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 a face to face encounter designed to influence a persons or groups buying decision
Public Relations
Seeks to influence the feelings, opinions, or beliefs held by customers, shareholders or other publics about a company or services
Sales promotion
A short term inducement of value offered to arouse interest in buying a good or service
Product Characteristics
Complexity-Risk-Ancillary Services
Pull Strategy
Directing the promotional mis at ultimate consumers to encourage them to ask the retailer for the product
Push Strategy
Directing the promotional mix to channel members to gain their corporation in ordering and stocking a product
Development of the promotional program focuses what?
4 w’s: Who, what, where, when
Hierarchy of effects
The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action
% of sales budgeting
Allocating finds to advertising as a % of past or anticipated sales, in terms of either dollars of units 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 tas budgeting
1.) Determine its promotion objectives 2.) outlines the tasks to accomplish these objectives 3.) determines the promotion cost
Direct Orders
The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete transaction
Lead Generation
The result of an offer designed to generate interest in a product or service and a request for additional information
Traffic generation
The outcome of an offer designed to motivate people to visit a business
