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C712 Mkt Comm

C712 Mkting comm (Chapter 16)

TermDefinition
Hits user requests for information
impressions number of times a viewer sees an ad
click-through when the user clicks the ad to get more information
view-through rates measure responses over time
Cost per impression measurement technique that relates the cost of an ad to every thousand people who view it
components of communication process Sender; message; encoding; channel; decoding; receiver; response; feedback
sender source in the communication system
message communication of information, advice
AIDA concept steps consumer takes to reach a decision- Attention, Desire, Interest, Action
Promotional mix works like a subset of the marketing mix with its product, distribution, promotion, pricing elements
components of promotional mix personal selling; non personal selling
components of non personal selling advertising, sales promotion, direct marketing, public relations, guerrilla marketing
personal selling oldest form of promotion. seller's promotional presentation conducted person-to-person with the buyer
advertising paid, non personal communication through various media (newspaper, TV, radio, Magazines) about a business firm, Non-profit organization, product, or idea by a sponsor identified in a message to inform, persuade, or remind members of a particular audience
product placement form of non-personal selling in which the marketer pays a fee to display a product prominently in a film or TV show
sales promotion consists of marketing activities other than personal selling, advertising, guerrilla marketing, and public relations. This includes displays, trade shows, coupons, contests, samples, premiums, product demonstrations, and various one-time selling efforts.
trade promotions Sales promotion geared to marketing intermediaries
Direct Marketing the use of direct communication to a consumer or business recipient designed to generate a response in the form of an order, lead generation, traffic generation.
Public relations refers to a firm’s communications and relationships with its various publics. These publics include customers, suppliers, stockholders, employees, the government, and the general public.
Publicity nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news in a published medium
Guerrilla Marketing unconventional, innovative, and low-cost techniques to attract consumers’ attention—is a relatively new approach typically used when an organization doesn’t have the funds for a full marketing program.
Sponsorships consists of an organization providing money or in-kind resources in exchange for a direct association with an event or activity
Types of advertising Product advertising, institutional advertising
Objectives of advertising inform, persuade, remind
Informative advertising develops initial demand for product, organization, person, idea, place etc
Persuasive advertising works to increase demand for an existing good, service, organization, person, place, idea, or cause.
Reminder advertising strives to reinforce previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public.
Advertising strategies comparative advertising; celebrity testimonials;retail advertising;interactive advertising
Advertising appeals fear appeal; humor; ads based on sex
Different Advertising media TV, Radio,newspaper, magazines,direct mail,outdoor advertising, interactive media
Media scheduling setting the timing and sequence for a series of advertisements. A variety of factors influence this decision—sales patterns, repurchase cycles, and competitors’ activities are the most important variables.
cross-promotion marketing partners share the cost of a promotional campaign that meets their mutual needs. Relationship marketing strategies like comarketing and cobranding are forms of cross-promotion
Factors influencing promotional effectivess nature of market; nature of product; stage in product life cycle; price; funds available for promotion;
Created by: mkale
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