promotion Flashcards
integrated marketing communications
capitalizing on the multiple channels to create a competitive advantage
AIDA
awareness, interest, desire, action
public relations
Unpaid form of mass promotion via media such as news outlets
publications
inform various constituencies about the activities of the organization and highlight specific areas of expertise
video and audio pr
highlight the organization or support cause-related marketing efforts
annual reports
give required financial performance data and inform investors and others about the unique activities of the organization
media relations
generate news coverage of the organization’s activities or products/service
electronic media
websites can contain all the previously mentioned toolbox elements, while e-mail directs PR efforts to specific target groups
advertising
a sponsored, non-personal message to promote a product, idea, or other entity
continuous schedule
Ads run steadily throughout the year
flighting schedule
Advertising is implemented in bursts, with periods of heavy advertising and periods of no advertising
pulsing schedule
Hybrid schedule that maintains a base level of advertising but increases it during certain periods
search engine optimization
The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine
content marketing
The creation and distribution of content for targeted online
audiences
