Marketing Chapter 9
Card Set Information
Marketing Chapter 9
Marketing Communications; Engaging the Customer
The exchange of info with others.
The creator or source of communication.
The info a sender wishes to deliver to an audience.
The method by which a sender delivers its message to its intended audience.
In communication, the person or group for whom a message is intended.
The step in the communication process where a sender of a message translates ideas into words or symbols.
The step in the communication process where the receiver of a message translates the words & symbols in the message into meaningful ideas.
The response a receiver of a message sends back to the sender of a message.
Any distractions or distortions that interfere with the steps of the communication process.
Integrated Marketing Communications (IMC)
The coordination of all of a co's communications to deliver a clear, consistent message about the co. and its products.
A promotion tool that relies on presenting info during face-to-face or telephone meetings with one or more prospective customers.
A form of promotion that uses incentive programs, usually $, designed to encourage distr channel members to sell a product or customers to buy a product.
Trade Sales Promotion
Sales promotion effors aimed at distribution channel members.
Consumer Sales Promotion
Sales promotion efforts aimed at consumers or org buyers.
Any paid form of nonpersonal communication or promotion about a co or its products that an identified sponsor generates and the media transmits.
Nonpaid-for communication of info intended to bring a person, place, thing or cause to the notice of the public.
Any news release, feature story, photo or other info published or broadcast in the media during a given period of time.
Usually a short term marketing program intended to achieve one primary goal, like introducting a new product to a market.
A sequence of possible responses customers typically move thru when exposed to promotions.
A commonly used response hierarchy which defines 4 possible responses customers may display as a result of exposure to promotion: (1) Attention, or awareness, (2) Interest, (3) desire, and (4) Action.
Image-building Promotion Campaign
A type of promotion campaign intended to shape customer beliefs about a co or its products.
A promotion strategy designed to provide distributors with an incentive to sell a product, in effect moving (pushing) the product thru the channel to customers.
Gives customers an incentive to buy the product, in effect "pulling" the product thru the channel.
A promotion strategy that uses elements of both push and pull strategies to create both distributor and customer demand for a co's product.
The specific blend of promotion tools that a co uses to promote its products or services.
Media targeted to customers w/an interest in a particular topic such as homes & home improvement, money or retirement issues, and sports & recreation.
Percentage of Sales Method
A method of establishing a promotion budget in which the budget is based ona specified percentage of past or projected sales.
Competitive Parity Method
A method of establishing a promotion budget in which the budget is based on the budgets from one or more of a co's competitors.
A method of establishing a promotion budget in which the budget is based ont he amount of available funds.
Objective and Task Method
A method of establishing a promotion budget in which the budget is based on promotion objectives and the cost of meeting those objectives.