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10 Cards in this Set
- Front
- Back
integrated marketing communications
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the concept of designing marketing communications programs that coordinate all prommotional activities such as advertising, personal selling, sales promotion, public relations, and direct marketing to provide a constant message across all audiences
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5 elements of the promotional mix
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advertising-efficient means but high cost with diff. feedback
personal selling- persuasive, but expensive public relations -credible but difficult with media sales promotion-flexible but can lead to promotion wars direct marketing-quick but expensive |
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publicity
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a nonpersonal, indirectly paid presentation of an organization, good or service
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factors affecting use of promotion mix elements
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target audience
product life cycle product characteristics stages of buying process |
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push strategy
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dirrecting the promotional mix to channel members to gain their cooperation in ordering and stocking the product. mainly personal selling directed to intermediaries
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pull strategy
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directing its promotional mix at ultimate consumers to encourage them to ask the retailer for the product. mainly advertising directed to consumers.
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4 w's of advertising
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who is the target audience?
what are the promotional obj, budget, kinds of promotion to use where should the promotion be run when should the promotion be run |
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heirarchy of effects
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awareness
interest evaluation trial adoption |
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4 ways to set promotion budget
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objective and task
percentage of sales competitive parity all you can afford |
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direct marketing and its responses
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uses direct communication with consumers to generate a response in the form of aan order, a request for further information, or a visit to a retail outlet
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