Marketing Communications N6 Practice Flashcards

This set of vocabulary flashcards covers essential terms and definitions from the Marketing Communications N6 study guide, including elements of the marketing mix, advertising agency functions, and the stages of promotional campaigns.

Marketing Mix

The elements of price, product, place and promotion which should be employed as an integrated unit.

Advertising Agency

An independent organisation consisting of creative and business people who create, prepare and place advertisements in various media on behalf of clients.

Cost plus

One of the three methods for determining the price of a product.

Advertising (Definition)

Controlled, non-personal, outward communication about a need-satisfying product, service or idea, directed by an identifiable source at a specific target market.

Primary demand

An objective to stimulate demand for a generic product.

Selective demand

An objective to stimulate demand for a particular brand.

Media Plan

A written document compiled by the advertising agency for the client specifying a plan for a specific product over a specific period of time.

Copywriting

A creative activity in advertisement creation involving copy research, copy structure, and copy style.

Layout

The arrangement of words, images and sounds to get attention, interest, desire and credibility in an advertisement.

Advertising Campaign

A chain or series of advertisements containing a theme aimed at getting a specific message across to a target audience using various media.

Pretesting

The final sixth step in the activities involved in the management of launching an advertising campaign.

Advertising Research

The objective evaluation of advertising as a method of communication and persuasion using both quantitative and qualitative methods.

Sales Promotion

All activities and initiatives undertaken by a company not covered by other elements of the promotion mix, aimed at increasing sales or product usage.

Push strategies

Sales promotion techniques directed toward dealers.

Pull strategies

Sales promotion techniques directed toward consumers.

Publicity

The stimulation of demand for a product or service by making commercial news value available to mass media where the sponsor normally does not pay for placement.

Public Relations

Actions of a company aimed at creating goodwill and better understanding between the organisation and its clients, employees, or the public.

Personal Selling

A form of selling where a salesperson communicates with a potential buyer face-to-face or over the phone (telesales).

Prospecting

The first step in the selling process and a basic task of the sales representative involving finding potential buyers.

After-sales service

The seventh and final step in the selling process performed after closing the sale.