Marketing Chapters 15, 16, and 17: Integrated Marketing Communications, Advertising, PR, Personal Selling, and Sales Promotion

Comprehensive vocabulary flashcards covering the key terms, methods, frameworks, and definitions across Integrated Marketing Communications (Chapter 15), Advertising & Public Relations (Chapter 16), and Personal Selling & Sales Promotion (Chapter 17).

Integrated Marketing Communications (IMC)

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact, aiming to send a consistent message to customers.

Communication

A sharing of meaning through the transmission of information.

Source

A person, group, or organization that assigns meaning to a message and transmits that message to one or more receivers.

Encoding

The process of turning ideas and thoughts into communications or coded messages.

Communications Channel

The medium of transmission that carries a coded message from the source to the receiver.

Receiver

The individual, group, or organization that decodes a coded message.

Decoding

The process of translating a received communication into thoughts.

Audience

Two or more receivers who decode a communication message.

Noise

Anything that reduces a communication's clarity and accuracy.

Feedback

The receiver's response to a decoded message, which can be verbal or nonverbal.

Channel Capacity

The limit on the volume of information a communication channel can handle effectively.

Promotion

Communication designed to build and maintain relationships by informing and persuading one or more audiences.

Primary Demand

Demand for a product category rather than for a specific brand.

New Introductory Promotion

Promotion that informs consumers about a new product in order to stimulate primary demand.

Selective Demand

Demand for a specific brand, stimulated by differentiating features, adding uses, or encouraging higher usage rates.

Promotion Mix

The set of promotional variables—including advertising, personal selling, public relations, and sales promotion—marketers use to develop, maintain, and increase demand.

Kinesic Communication

Communication through body movements, including movements of the head, eyes, arms, hands, legs, or torso.

Proxemic Communication

Communication that occurs by varying the physical distance between people in face-to-face interactions.

Tactile Communication

Communication through touching, such as handshakes.

Push Policy

A promotional strategy of promoting a product only to the next institution down the marketing channel.

Pull Policy

A promotional strategy of promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel.

Product Placement

A form of advertising that involves placing branded products or services strategically within a production intended to reach a wide audience.

Advertising

A paid form of nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

Institutional Advertising

Advertising that promotes organizational images, ideas, and political issues rather than specific products.

Advocacy Advertising

A type of institutional advertising that promotes a company's position on a public issue.

Product Advertising

Advertising that promotes the uses, features, and benefits of specific products.

Pioneer Advertising

Advertising that tries to stimulate demand for an entire product category rather than a specific brand by informing potential buyers about the product.

Competitive Advertising

Advertising that aims to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.

Comparative Advertising

A form of competitive advertising that compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.

Reminder Advertising

Advertising used to remind consumers about an established brand's uses, characteristics, and benefits.

Reinforcement Advertising

Advertising that assures users they chose the right brand and explains how to get the most satisfaction from it.

Native Advertising

Digital advertising that matches the appearance and purpose of the media content in which it is embedded.

Advertising Campaign

The design and delivery of a series of advertisements to communicate with a particular target audience.

Advertising Platform

Basic issues or selling points to be included in an advertising campaign, which should consist of issues important to customers.

Advertising Appropriation

The total advertising budget allocated for an advertising campaign for a specific time period.

Objective-and-Task Approach

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.

Percent-of-Sales Approach

Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage.

Competition-Matching Approach

Determining an advertising budget by attempting to match competitors' absolute outlays or percentage outlays.

Arbitrary Approach

Budgeting for an advertising campaign according to a figure specified by a high-level executive in the firm.

Continuous Media Schedule

A media schedule in which advertising runs at a constant level with little variation throughout the campaign period.

Flighting Media Schedule

A media schedule in which advertisements run for set periods of time, alternating with periods in which no ads run.

Pulsing Media Schedule

A media schedule combining continuous and flighting strategies, where baseline ads run year-round and intensify during specific periods.

Pretest

Evaluation of advertisements performed before a campaign begins to assess campaign effectiveness.

Consumer Jury

A panel of a product's existing or potential buyers who pretest advertisements before they are published or broadcast.

Posttest

Evaluation of advertising effectiveness conducted after an advertising campaign has run.

Recognition Test

A posttest method in which respondents are shown the actual advertisement and asked if they recognize it.

Unaided Recall Test

A posttest in which respondents are asked to identify advertisements they have seen recently without receiving any memory clues.

Aided Recall Test

A posttest in which respondents are asked to identify recent advertisements with the assistance of clues to jog their memories.

Public Relations

A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

Publicity

Nonpersonal communication in news-story form about an organization or its products transmitted through media at no charge.

News Release

A publicity-based tool consisting of a short piece of copy publicizing an event or a product.

Feature Article

A manuscript of up to 3,000 words prepared for a specific publication to generate publicity.

Captioned Photograph

A public relations photograph accompanied by a brief description of its contents sent to media outlets.

Press Conference

A meeting called by an organization to announce major news events to invited media representatives.

Personal Selling

A paid promotional technique involving a sales representative engaging directly with a prospective customer with the intention of making a sale.

Prospecting

The first step in the personal selling process, involving developing a database of potential customers.

Preapproach

The personal selling step where a salesperson finds and analyzes information about each prospect prior to making contact.

Approach

The manner in which a salesperson contacts a potential customer, focusing on creating a favorable impression and building rapport.

Overcoming Objections

The step in the personal selling process where the salesperson seeks to anticipate and answer prospect counterarguments and hesitations.

Closing

The stage in the personal selling process when the salesperson asks the prospect to buy the product.

Trial Close

A closing technique that involves asking questions during the presentation that assume the prospect will buy, assessing readiness to purchase.

Following Up

The final stage in personal selling where the salesperson checks on delivery, installation, customer questions, and future needs.

Support Personnel

Sales staff members who facilitate selling activities but usually are not involved solely with making sales.

Missionary Salespeople

Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers.

Trade Salespeople

Salespeople primarily involved in helping a producer's customers promote and restock a product.

Technical Salespeople

Support salespeople who provide technical assistance and advice to a firm's current customers.

Relationship Selling

The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.

Straight Salary Compensation Plan

A plan paying salespeople a specific fixed dollar amount per time period, regardless of their selling effort.

Straight Commission Compensation Plan

A plan paying salespeople solely according to the amount of their sales generated in a given time period.

Combination Compensation Plan

A sales force compensation method where salespeople receive a fixed salary plus a commission based on sales volume.

Sales Promotion

An activity or material where a business uses a temporary offer to evoke interest in, or increase demand for, its product.

Coupons

Written price reductions used to encourage consumers to buy a specific product; the most widely used consumer promotion technique.

Cents-Off Offers

Promotions that allow buyers to pay less than the regular price at the point of sale to stimulate purchases.

Money Refunds

Sales promotion techniques that offer consumers a specified amount of money when they mail in proof of purchase, usually for multiple purchases.

Rebates

Sales promotion techniques in which a consumer receives a specified amount of money back for making a single product purchase.

Point-of-Purchase (POP) Materials

Signs, window displays, display racks, and similar devices installed in retail stores to attract shopper attention.

Demonstrations

Sales promotion methods a manufacturer uses temporarily to encourage trial use or to show how a product works.

Free Samples

Samples of a product distributed to stimulate trial or purchase; noted as the most expensive sales promotion method.

Premiums

Items offered free or at a minimal cost as an added bonus for purchasing a product.

Trade Sales Promotion Methods

Promotion methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively.

Cooperative Advertising

An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products.

Dealer Listings

Advertisements that promote a product and identify the names and locations of participating retailers selling it.

Free Merchandise

A manufacturer's promotional reward of extra goods given to resellers that purchase a stated quantity of products.

Push Money (Premium Money)

Extra compensation paid by a manufacturer to retail salespeople for pushing a specific line of goods.

Sales Contest

A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding sales achievements.