Marketing Exam 3

Promotion Mix (Marketing Communications Mix)

The specific blend of advertising, PR, personal selling, sales promotion, and digital marketing tools used to persuasively communicate customer value.

Integrated Marketing Communications (IMC)

Coordinating various communication channels to deliver a clear, consistent, and compelling message about the organization and its products.

Advertising

Any paid form of non-personal communication about an organization, product, or idea by an identified sponsor.

Informative Advertising

Advertising used to build primary demand and introduce a new product category.

Persuasive Advertising

Advertising used to build secondary demand (brand preference); often involves direct or indirect brand comparisons.

Reminder Advertising

Advertising used to increase frequency of purchase; especially important for mature products.

Objective-and-Task Method

Setting an advertising budget by defining specific objectives, determining the tasks needed to achieve them, and estimating the costs.

Ad Execution Style

The approach, style, tone, words, and format used for executing an advertising message (e.g., Slice of Life, Lifestyle, Fantasy).

Reach

The percentage of people in the target market who are exposed to an ad campaign during a given period of time.

Frequency

A measure of how many times the average person in the target market is exposed to a message.

Media Impact

The qualitative value of message exposure through a given medium.

Continuity

Scheduling ads evenly within a given period.

Pulsing

Scheduling ads unevenly over a given time period.

Public Relations (PR)

Building good relations with a company’s various publics by obtaining favorable publicity and building a good corporate image.

Publicity Handling

A function of PR that involves managing unfavorable rumors, stories, and events to protect the company’s reputation.

PR Tools

Specific methods used to communicate with publics, including news, speeches, special events, and written or corporate identify materials.

Buzz Marketing

A PR tool that focuses on generating excitement and word-of-mouth for a brand or product.

Corporate Identify Materials

Items such as logos, stationery, brochures, and business cards used to create a recognizable image for a company.

The Role of Publicity

The relationship where a firm provides products or services to customers, while media and other third parties provide independent coverage.

Undercover Marketing (Stealth Marketing)

Marketing to people who do not know that they are being marketed to.