Term
| Integrated Marketing Communication |
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Definition
A management concept designed to make all aspects of marketing communication work together as a unified force.
eg: advertising, sales promotion, public relations, internet communication. |
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Term
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Definition
1.direct inducement
2.extra value or incentive
3.consumers, sales force, distributors
4.objective is to create immediate sales
5.incentive/bribe to behave in a certain way (buy product) |
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Term
| Advertising vs. Sales Promotion |
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Definition
ADV and SALES compliment eachother
*creates an image over time (long-term approach)
*relies on emotional appeals(ADV appeals to the heart, sales promotion appeals to the wallet.
*contriubtes somewhat to profitability
*adds intangible value--brand equity |
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Term
| Sales promotion vs. advertising |
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Definition
*creates immediate action (short-term, do it NOW)
*rational appeals
*contributes significantly to short-term profitability
*adds tangible value--price |
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Term
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Definition
*awareness before promotion
*speak with one voice |
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Term
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Definition
*future behavior determined by positive and negative reinforcement accompanying past behavior ex: bad service, less likely to return
*every behavior (product purchase) is accompanied by a positive (product satisfaction) or negative (product dissatisfaction) reinforcement
*positive reinforcement=repeat behavior key
*negative reinforcement=repeat behavior unlikely
*promotional tools act as a pos reinforcement along w/ product performance(the primary reinforcement) to increase the profitability of repeat purchase |
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Term
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Definition
*learning a complex behavior
*successive approximations of the final behavior ex: coupon starts at $5 then goes to $2 then goes to reg price and ppl still buy
*errors in implementation-improper fading of incentives (no more coupons too soon); overuse (too many coupons so ppl wont go w/o one) |
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Term
| price oriented promotional tools |
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Definition
1.samples-try produce for free
2.coupons-not added value sales promotion
3.money refunds/rebates |
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Term
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Definition
*product is sold at full price
*consumers get more for their money
*doesnt reduce price/value ratio
*not adv, just helps adv
*premium
*sweepstakes
*lottery
*contest |
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Term
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Definition
***more money spent on retail promotion than consumer promotion
objectives-retail incentive to push product, increase distribution, expand shelf space, pre-empt competition, change consumer purchase patterns
*types of retail promotions-buying allowances(largest type), adv allowances, contests, sweepstakes, point of purchase (POP)
*types of POP
*objectives of POP
*good POP for retailers |
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Term
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Definition
*PR is not free adv
*a management function that formulates and executes a program of action to earn the goodwill of its publics
*target specific publics |
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Term
| differences bt adv and public relations |
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Definition
*goals
*credibility
*cost
*control |
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Term
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Definition
*ADV-editorial interest not very important
*PR-critical to success
*personnel-ADV & PR |
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Term
| Similarities bt ADV and PR |
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Definition
*stimulate interest in a target group
*research-based analysis
*specific objectives
*detailed knowledge of media |
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Term
| reasons to use public relations(compared to ADV) |
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Definition
*relatively inexpensive
*cuts through adv noise (msg more likely to break through)
*highly credible
*develop new sales leads (due to PR providing more credibility)
*difficult to reach some publics |
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