Communicating Customer Value: Integrated Marketing Communications Strategy Flashcards
Define the Promotion Mix
The blend of tools that a company uses to communicate customer value and build customer relationships
Identify the 5 Elements of the Promotions Mix
- advertising
- public relations
- personal selling
- sales promotion
- direct-marketing
Define Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
- Broadcast
- Internet
- Outdoor
Define Sales Promotion
The short-term incentives to encourage the purchase or sale of a product or service
- Discounts
- Coupons
- Displays
- Demonstrations
Define Public Relations
The practice of 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
Define Personal Selling
The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
- Sales presentations
- Incentive program
Define Direct Marketing
The practice of making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
- Catalog
- Telemarketing
Define Integrated Marketing Communications
The integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
Identify the 5 Steps to Developing Effective Communication
- Identifying target audience
- Determining communication objectives
- Designing the message
- Choosing the media
- Selecting the message source
Identify the steps in the AIDA Model
- Get Attention
- Hold Interest
- Arouse Desire
- Obtain Action
Define Message Content
The appeal or theme that will produce the desired response
- Rational appeal
- Emotional appeal
- Moral appeal
Identify the 3 themes used when Designing a Message
- Rational appeal relates to the audience’s self-interest
- Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase
- Moral appeal is directed at the audience’s sense of right and proper
Define Personal Communication
A method of communication that involves two or more people communicating directly
- Face to face
- Phone
- Internet chat
Define Opinion Leaders
Individuals who exert social influence on others due to their characteristics, special skills, knowledge or personality
Define Buzz Marketing
Using opinion leaders to spread information about a product or service to members of their communities or circle of influence