Principles of Marketing Chapter 15- Marketing Communications
any form of impersonal paid communication in which the sponsor of the company is identified.
AIDA (attention, interests, desire, action) Concept
a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition.
based on a public relations or publicity model that gets customers talking about products or services.
Integrated Marketing Communications(IMC)
the careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point at which a company meets the consumer.
direct face to face communication between two or more people.
a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brands value to customers.
based on traditional advertising model, whereby a brand pays for media space.
is a purchase situation involving a personal, paid for communication b/w two people in an attempt to influence each other.
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
the combination of promotional tools including advertising, public relations, personal selling, sales promotion, and social media used to reach the target market and fulfill the organizations overall goods.
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.
public information about a company, product, service, or issue appearing in the mass media as a news item.
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
a marketing strategy that stimulates consumer demand to obtain product distribution.
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.
consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer purchasing and dealer effectiveness.
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