integrated marketing communications

the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

integrated marketing communications (IMC)

the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

any paid form of nonpersonal communication about an organization product service or idea by an identified sponsor

consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

nonpersonal, indirectly paid presentation of an organization, product, or service.

form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services.

short-term inducement of value offered to arouse interest in buying a product or service.

promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.

is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption

is the outcome of a direct marketing offer designed to motivate people to visit a business.

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

are the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

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MKTG 250

Chapter 18

Question	Answer
What is IMC?	integrated marketing communications
promotional mix	the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.
integrated marketing communications (IMC)	the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.
Advertising	any paid form of nonpersonal communication about an organization product service or idea by an identified sponsor
personal selling	consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
publicity	nonpersonal, indirectly paid presentation of an organization, product, or service.
public relations	form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services.
sales promotion	short-term inducement of value offered to arouse interest in buying a product or service.
direct marketing	promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
What is the promotion objective for introduction?	to inform
What is the promotion objective for growth phase?	to persuade
What is the promotion objective for maturity phase?	to remind
What is the promotion objective for decline phase?	to phase out
push strategy	involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
pull strategy	involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.
hierarchy of effects	is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption
traffic generation	is the outcome of a direct marketing offer designed to motivate people to visit a business.
lead generation	the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
direct orders	are the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

Created by: ljbudde

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