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

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

Promotional Element Chart

advertising, personal selling, public relations, sales promotion, direct marketing

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

a 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

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

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

a 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

introduction, growth, maturity, decline

pre-purchasing, purchase, post-purchase

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

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

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

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

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

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

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MKTG 250 Chapter 18

Question	Answer
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	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
Promotional Element Chart	advertising, personal selling, public relations, sales promotion, direct marketing
Advertising	any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
Public Relations	a 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
Personal Selling	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
Sales Promotion	a short-term inducement of value offered to arouse interest in buying a product or service
Direct Marketing	a 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
Product Life Cycle	introduction, growth, maturity, decline
Purchase Stages	pre-purchasing, purchase, post-purchase
Push Strategy	directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
Pull Strategy	directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
Hierarchy of Effects	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
Direct Order	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
Lead Generation	the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
Traffic Generation	the outcome of a direct marketing offer designed to motivate people to visit a business

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