Marketing Communications
To induce, modify, or reinforce behavior by informing, persuading, reminding, and connecting.
What are goals of promotion?
A form of impersonal, one-way mass communication paid for by the source.
What is advertising?
The function of promotion concerned with a firm’s public image.
What is Public Relations?
Typically used to back up other components of the promotional mix by stimulating immediate demand.
What is Sales Promotion?
That which is given up in an exchange to acquire a good or service.
What is Price?
When a message falls within the receiver's frame of reference.
What is reception?
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
What is an advertising campaign?
The effort to capture media attention.
What is Publicity?
A certificate that entitles a consumer to an immediate price reduction when the product is purchased.
What is a Coupon?
The degree to which the quantity demanded fluctuates with changes in price.
What is the Elasticity of Demand?
This in the transmission channel can distort a source's intended message.
What is noise?
Not product oriented; rather, its purpose is to foster a positive company image among the public.
What is Institutional Advertising?
The strategy to have one’s product appear in video, print, audio, or other media type.
What is Product Placement?
An extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased.
What is a Premium?
The practice of charging a very low price for a product with the intent of driving competitors out of business or out of a market.
What is Predatory Pricing?
Advertising, public relations, sales promotion, personal selling, and social media.
What are the promotional mix elements?
Designed mainly to promote goods and services, and classified into three main categories: pioneering, competitive, and comparative.
What is Product Advertising?
New-product publicity, product placement, consumer education, sponsorship, and company websites.
What are Rublic Relations tools?
To push a product through the distribution channel using coupons, rebates, premiums, loyalty marketing programs or frequent buyer programs, contests, sweepstakes, sampling, and POP displays.
What are Consumer Promotions?
The ability to adjust prices very quickly, often in real time.
What is Dynamic Pricing?
1) Attention 2) Interest 3) Desire 4) Action
What are the four stages of the purchase-decision making process?
Defining Advertising Goals For Measured Advertising (a method of setting objectives).
What is the DAGMAR approach?
The coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.
What is Crisis Management?
To push a product through the distribution channel using sales contests, premiums, POP displays, trade allowances, push money, training, free merchandise, store demonstrations, and business meetings.
What are Trade Promotions?
Charging a relatively low price for a product when first rolled out as a way to reach the mass market.
What is Penetration Pricing?