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.
Competitive Advantage
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.
Earned Media
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.
Interpersonal Communication
direct face to face communication between two or more people.
Owned Media
a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brands value to customers.
Paid Media
based on traditional advertising model, whereby a brand pays for media space.
Personal Selling
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.
Promotional Mix
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.
Promotional Strategy
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.
Public Relations
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.
Pull Strategy
a marketing strategy that stimulates consumer demand to obtain product distribution.
Push Strategy
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise.
Sales Promotion
consists of all marketing activities other than personal selling, advertising, and public relations that stimulate consumer purchasing and dealer effectiveness.

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