MKTG 409: Ch 15 - Integrated Market Communications
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7 Terms
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Promotion
communication to build favorable relationships and inform/persuade audiences
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promotion mix tools
includes advertising, personal selling, sales promotion, an public relations
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push vs. pull strategy
push promotes through the channel
pull uses advertising to create consumer demand
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promotion mic planning
depends on market size, distribution, demographics, and sociocultural traits
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advertising disadvantages
high cost, slow feedback, difficulty measuring impact
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product placement
integration of products into media content to increase exposure
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personal selling
used in b2b sales more than advertising
Note 
Flashcards (60)