Marketing Unit 9 flash cards

Promotion Mix

Promotion Mix

A specific blend of promotion tools used by a company to effectively communicate customer value and build customer relationships.

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales Promotion

Short-term incentives designed to encourage the purchase or sale of a product or service.

Personal Selling

The personal interaction between a company's sales force and customers, aimed at making sales and building customer relationships.

Public Relations

The practice of building good relations with various publics by obtaining favorable publicity, managing corporate image, and handling unfavorable rumors or events.

Direct and Digital Marketing

Engaging directly with targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships.

Integrated Marketing Communications (IMC)

The careful integration and coordination of a company's communication channels to deliver a clear, consistent, and compelling message about the organization and its products.

Rational Appeal

A communication approach that relates to the audience's self-interest.

Emotional Appeal

An attempt to stir up positive or negative emotions in order to motivate a purchase.

Moral Appeal

A communication approach directed at an audience's sense of what is right and proper.

Personal Communication

Direct communication between two or more individuals.

Opinion Leaders

Individuals whose opinions are sought after by others.

Buzz Marketing

The practice of cultivating opinion leaders to spread information about a product or service to others in their communities.

Nonpersonal Communication Channels

Media that carry messages without personal contact or feedback, such as major media, atmospheres, and events.

Collecting Feedback

The process of understanding the effect of communication on the target audience by measuring behavior resulting from the content.

Affordable Method

A promotion budgeting method that sets the budget at a level the company can afford.

Percentage-of-Sales Method

A promotion budgeting method that sets the budget as a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Competitive Parity Method

A promotion budgeting method that sets the budget to match competitors' expenditures.

Objective and Task Method

A promotion budgeting method that develops the budget based on specific promotion objectives and the costs of tasks needed to achieve those objectives.

Sales Promotion

Promotional activities such as coupons, contests, cents-off deals, and premiums that attract consumer attention and offer incentives to purchase.

Public Relations

A believable form of promotion that includes news stories, features, sponsorships, and events.

Direct and Digital Marketing

An immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telephone marketing, online, mobile, and social media.

Advertising Objective

A specific communication task to be accomplished with a target audience during a specific time.

Informative Advertising

Used when introducing a new product category to build primary demand.

Persuasive Advertising

Important in competitive markets to build selective demand.

Reminder Advertising

Important for mature products to maintain customer relationships and keep customers thinking about the product.

Advertising Strategy

The approach by which a company accomplishes its advertising objectives, including creating advertising messages and selecting advertising media.

Brand Integrations

Making the brand an inseparable part of entertainment or content.

Native Advertising

Brand-produced online content that looks like the other natural content surrounding it on a web or social media platform.

Message Execution

Turning the big idea into an actual ad execution that captures the target market's attention and interest.

Reach

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

Frequency

The number of times the average person in the target market is exposed to the message.

Impact

The qualitative value of a message exposure through a given medium.

Engagement

A measure of ratings, readership, listenership, and click-through rates.

Communication Effects

Indicators of whether the ad and media effectively communicate the ad message, which can be tested before or after the ad runs.

Sales and Profit Effects

Comparing past sales and profits with past expenditures or through experiments.

Lobbying

Building and maintaining relations with legislators and government officials to influence legislation and regulation.

Investor Relations

Maintaining relationships with shareholders and others in the financial community.

Development

Public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

Press Relations

Creating and placing newsworthy information to attract attention to a person, product, or service.

Product Publicity

Publicizing specific products.

Public Affairs

Building and maintaining national or local community relations.

Personal Selling

The interpersonal part of the promotion mix, involving sales force activities.

Sales Force Management

The analysis, planning, implementation, and control