Promotion Lecture Flashcards
1
Q
Integrated Marketing Communications (IMC):
A
Modern Promotion
2
Q
As control over marketing communications increases _______ decreases
A
influence
3
Q
Unique Selling Proposition (USP):
A
What’s differentiating and sustainably superior about your product
4
Q
Reach =
A
% of target market
5
Q
Frequency =
A
of impressions
6
Q
GRP =
A
Gross ratings points (mean reach x Frequency)
7
Q
CPM =
A
Cost per thousand impressions
8
Q
ROI =
A
Return on Investment
9
Q
ROO =
A
Return on Objective
-Used when it’s hard to quantify success
10
Q
CPA =
A
Cost per Acquisition
-Especially important online
11
Q
PPC =
A
Pay per click
12
Q
Search Engine Optimization:
A
Buying keywords/search terms
13
Q
Search Engine Marketing
A
Uses PPC
14
Q
Push vs. Pull
A
- Push is giving incentives to channels and having them advertise for you to get people to buy
- Pull is advertising directly to the customer, whose demand will get retailers to carry your product
15
Q
Spiffs:
A
Incentives to salespeople
