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Marketing > Integrated Marketing Communications and Direct Marketing > Flashcards

Integrated Marketing Communications and Direct Marketing Flashcards

1
Q

Purpose of Promotion

A

Create Differential Advantage

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2
Q

How Promotion Affects Demand

A

Shifts/Rotates Demand Curve

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3
Q

Communication Model

A 
Source
Encode
Message
Decode
Receiver 
Response 
Feedback
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4
Q

Considerations of Creating Promotional Mix

A 
Target audience
Stage in product lifecycle
Product characteristics
Stage in buying process
push v pull strategy
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Marketing (12 decks)

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