MKTG101: Marketing Promotion Decisions & Marketing Communications

These flashcards cover key concepts and vocabulary relevant to marketing promotion decisions and communications.

Promotion Mix

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

Advertising

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

Sales Promotions

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

Personal Selling

Personal presentation by the firm’s sales force for the purpose of making sales.

Public Relations (PR)

Building good relations with the company’s various publics through favorable publicity and image.

Direct Marketing

Direct connections with targeted consumers to obtain an immediate response.

Word-of-Mouth (WoM)

Personal communications about a product between target buyers and other consumers.

Buzz Marketing

A strategy that cultivates opinion leaders to spread information about a product.

Digital Marketing

Promotion tools conducted through electronic devices and the internet.

Search Engine Optimization (SEO)

The practice of improving ranking within major search engines to increase online traffic.

Search Engine Marketing (SEM)

Leveraging paid online advertising to increase visibility within search engines.

Social Media Marketing (SMM)

Using social media channels to promote products or services.

Integrated Marketing Communications

Carefully integrating and coordinating the company’s communication channels to deliver a clear, consistent message.

Push Strategy

A marketing strategy focused on pushing products through distribution channels to consumers.

Pull Strategy

A marketing strategy focused on creating demand at the consumer level.

Five Ms of Advertising

Mission, Money, Message, Media, Measurement; key components in creating an advertising strategy.

Hierarchy of Effects Models

A model outlining the series of steps a consumer goes through from awareness to purchase.

Attribution Models

Statistical models used to determine which ads or marketing efforts should be credited for sales.

Types of Sales Promotions

Include consumer promotions, retailer promotions, and trade promotions.

Case Studies in Marketing

Real-world examples used to illustrate successful marketing strategies and outcomes.