Integrated Marketing Communications Flashcards
coordination of promotion and other marketing efforts for maximum informational and persuasive impact
integrated marketing communications
a sharing of meaning through the transmission of info
communications
a person, group, or organization with a meaning it tries to share with a receiver or an audience
source
the individual, group, or organization that decodes a coded message
receiver
converting meaning into a series of signs or symbols
coding process (encoding)
communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
promotion
awareness is crucial to initiating the product adoption process for new products
creating awareness
demand for a product category rather than a specific brand
primary demand
stimulates primary demand. promotion that informs consumers about a new product
pioneer promotion
demand for a specific brand
selective demand
if customers are stuck in the evaluation stage, product trials encourage them to move into the adoption phase
product trial
efforts to identify and locate customers that are interested or likely to buy firm’s products. Ex: Toll-free number
identify prospects
primary goal of marketing is to maintain long-term customer relationships. It costs less to keep customers rather than gain new ones Ex: frequent user club special offers to existing customers MVP e-communications
retain loyal customers
strong relationships with resellers are important to maintain competitive advantage. Ex: share promotional expense special offers/buying allowances
facilitate reseller support
promotional activities may aim to offset or lessen the effect of a competitors promotional and marketing activities. Usually in a highly competitive consumer market.
combat competitive promotional efforts
a business cannot operate at peak efficiency when sales fluctuate widely. Ex: holidays seasonal products promotional activities are used to stimulate sales during these slumps
reduce sales fluctuations
advertising, public relation, sales promotion, and personal selling
four elements of the promotion mix
paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
advertising
paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. More specific than advertising but more expensive
personal selling
a nonpersonal communication in a news-story form about an organization, its products or both. transmitted through mass medium at no charge. EX: publicity annual reports event sponsorships
public relations
activities or materials that act as direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers EX: free samples rebates premiums coupons
sales promotion
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message
the AIDA concept (attention interest desire action)
advertising plus personal selling and sales promotion to generate awareness
introduction stage of product life cycle
consumer goods=advertising business advertising=personal selling and sales promotion
growth/maturity stage
reduction of all promotional activities
decline
advertising and sales promotion
routine buying decisions
advertising and public relations
not routine or complex
personal selling
complex buying decisions
advertising, sales promotion
intensive distribution of product
promotion mixes vary
selective distribution of product
personal selling
exclusive distribution of product
promoting a product to the next institution down the marketing channel
push policy
promoting a product directly to consumers with the intention to develop strong consumer demand for products
pull policy
an attempt to incite publicity and public excitement surrounding a product through a creative event EX: super bowl commercials
buzz marketing
strategy to get consumers to share a marketers message through email, online video in a way that spreads dramatically and quickly Ex: youtube
viral marketing
business’ saying they’re Americas best even though its not a fact
puffing
