Marketing DSM Chapter 13

integrated marketing communication (IMC)
the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to target audiences
promotion mix
-the total set of all products a firm offers for sale
-The major elements of marketer-controlled communication, including advertising, sales promotion, public relations, personal selling, and direct marketing
multichannel promotional strategy
a marketing communicating strategy combining traditional advertising, sales promotion, and public relations activities with online buzz-building activities
communication model
the process whereby meaning is transferred from a source to a receiver
nonpersonal communication from an identified sponsor using the mass media
case allowance
a discount to the retailer or wholesaler based on the volume of product oredered
public relations
a variety of communication activities that seek to create and maintain a positive image of an organization and its products among the various publics, including customers, government officials, and shareholders
The hierarchy of effects
a series of steps prospective customers move through, from initial awareness of a product to brand loyalty.
product advertising
Advertising messages that promote the activities, personality, or point of view of an organization or company
Corporate advertising
promotes the company as a whole instead of a firm’s individual products
Advocacy advertising
advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome
Public service advertisements (PSAs)
advertising run by the media for not-for-profit organizations or to champion a particular cause without charge
push strategy
an approach that assumes that if consumers see the product on store shelves, they will be motivated to make a trial purchase
creative services
dreaming up and producing the ads
a sales promotion that allows the customer to recover part of the product’s cost from the manufacturer
an item offered free to people who have purchased a product
push money
a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
product sampling
distribution of free trail-size versions of a product to consumers
anything that interferes with effective communication
a communication vehicle through which a message is transmitted to aa target audience
co-op advertising
a sales promotion where the manufacturer and the retailer share the cost
the process whereby a receiver assigns meaning to a message
user-generated content (UGC)
online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers
creative strategy
the process that turns a concept into an advertisement
creative brief
guideline or blueprint for the marketing communication program that guides the creative process
advertising appeal
the central idea or theme of an advertising message
unique selling proposition
an advertising appeal that focuses on one clear reason why a particular product is superior
competitive-parity method
a promotion budgeting method which an organization matches whatever competitors are spending

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