Integrated Marketing Communications Flashcards
Sales promotion
Short term incentives to encourage the purchase or sale of a product or service
Advertising
Any paid form of non personal presentation and promotion of ideas, goods, or services by an accidental spinster
Personal selling
Personal presentation by the firms sales force for the purpose of making sales and building customer relationships
Public relations
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
Direct marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Integrated marketing
Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and it’s products
Push strategy
A promotion strategy in which the sales force and trade promotion are used to push the product through the channels. The producer promotes the product to channel members who in turn promote it to the final consumers
Pull strategy
A promotion strategy in which a company spends a lot of money on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel
Percent 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 promotion budget to match competitors outlays
Objective and task method
Developing the promotion budget by defining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget
Frequency
A measure of how many times the average person in the target market is exposed to the message
Reach
A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Mood or image
execution style that builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity
Slice-of-Life
execution style that shows one or more “typical” people using the product in a normal setting
Personality symbol
execution style that creates a character that represents the product (Flo for Progressive)
Narrowcasting
Spreading an advertising message or signal over a small geographical area, or to a select group of audience. Narrowcasting uses cable television, direct mail, specialized trade publications, seminars, and keyword-associated web advertising. Its objective is to deliver custom-tailored ads based on demographic, psychographic, and past buying patterns to potential recipients who are predisposed to it.
Primary Demand
The demand for an entire product category.
Selective Demand
Selective demand advertising involves the placement of advertising messages intended to persuade customers about the benefits of your specific brand. This is different from primary demand advertising, which involves messages promoting the benefits of a general product category.
Push Money
Cash incentive paid by a manufacturer or distributors to the retailers to stock up on a product and display it prominently to stimulate its sales.
Coupons
a voucher entitling the holder to a discount for a particular product.
Patronage Rewards
Awards provided by companies to promote and encourage the purchasing of their products
Premiums
Premiums are promotional items—toys, collectables, souvenirs and household products—that are linked to a product, and often require box tops, tokens or proofs of purchase to acquire
Examples of Push Strategy
Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face
Negotiation with retailers to stock your product
Efficient supply chain allowing retailers an efficient supply
Packaging design to encourage purchase
Point of sale displays
