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Promo
Promotional Design and Planning flash cards
| Term | Definition |
|---|---|
| The Modern World of Marketing | - Is a rapidly changing media environment - Mass media is losing viewers, readers, listeners - Digital media now targets narrow audiences - Consumers not content to be passive message recipients - Information now obtained from a myriad of sources |
| The Growth of Advertising and Promotion | - Advertising is an integral part of social and economic systems - It has increased six fold between 1980 and 2010 - New channels being exploited: internet ads, social media, mobile marketing |
| The Role of Marketing | Advertising and Promotion: - Inform customers of a product or service - Convince them of its ability to satisfy their wants or needs - Help develop and sustain relationships Non-profit Organisations: - Solicit donations - Offer intangible, social |
| What is Marketing? | Marketing is an activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large |
| What is Value? | Value is the customers perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it. The benefits can be: - Functional: the performance of the product - Experiential: what it feels like to use the pro |
| The Marketing Mix | Consists of the Four P's - Product - Price - Place - Promotion |
| What is IMC? | Integrated Marketing Communications that involve coordinating the various promotional elements and other marketing activities that communicate with a firms customers. |
| Contemporary IMC Approach | Packaging - Sales Promotion - marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales Direct Response - Point of Purchase - Publicity - Mass Media |
Created by:
kobanj
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