Term
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Definition
| any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor |
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Definition
| short-term incentives to encourage the purchase or sale of a product or service |
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Definition
| personal presentation by the firm's sales force for the purpose of making sales and building customer relationships |
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Definition
| building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events |
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Definition
| direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships |
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Term
| factors which are changing the face of marketing communications |
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Definition
| consumers: they are better informed and more communications-empowered. Marketing strategies: as mass markets have fragmented, marketers are shifting away from mass marketing. communications technology: companies and customers communicate with each other |
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Term
| integrated marketing communications(IMC) |
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Definition
| requires the company to carefully integrate its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands. |
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Term
| 4 distinctive characteristics of direct marketing |
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Definition
| nonpublic, immediate, customized and interactive |
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Definition
| heavily used when introducing a new product category; trying to build a category as a whole ex: ipad |
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Definition
| more important as competition increases; objective= build selective demand for product ex: mac v pc |
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Definition
| important for mature products; maintain customer relationships and remind them (keep them thinking about)the product ex: beer |
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Definition
| important for mature products; maintain customer relationships and remind them (keep them thinking about)the product ex: beer |
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Term
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Definition
| manufacturers strategy of providing incentives to final customers |
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Term
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Definition
| short statement of the main benefit in an advertisement |
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Term
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Definition
| communications concerning creating a good image for the firm |
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Term
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Definition
| short term incentives to buy |
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Term
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Definition
| activities, interests and opinions used to segment customers |
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Term
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Definition
| objective characteristics used to segment groups of consumers |
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Definition
| dividing customers into separate groups based on characteristics |
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Definition
| stories in the news about the company |
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Definition
| creating an image in the mind of the consumer that separates it from the competition |
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Definition
| manufacturers strategy of providing incentives to wholesalers |
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Term
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Definition
| study of teen in natural habitat |
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Term
| affordable method (budget) |
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Definition
| setting the promotion budget at the level believed to be what the company can afford; small businesses use this |
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Term
| percentage of sales method (budget) |
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Definition
| setting the promotion budget at a certain percentage of current or forecasted sales; simple; helps management think about relationships between promotion spending, selling price and profit per unit |
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Term
| competitive parity method (budget) |
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Definition
| setting the promotion budgets to match competitors' outlays |
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Term
| objective and task method (budget) |
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Definition
| most logical; budget based on what it wants to accomplish with promotion |
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