Marketing chapter 12 key terms

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Short-term incentives to encourage the purchase or sales of a product or service.

Personal presentations by the firm's sales force for the purpose of making sales and building customer relationships.

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Connecting directly with carefully targeted segments or individual customers, often on a one-to-one, interactive basis.

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

A specific communication task to be accomplished with a specific target audience during a specific period of time.

The dollars and other resources allocated to a product or a company advertising program.

Setting the promotion budget at the level management thinks the company can afford.

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Setting the promotion budget to match competitors' outlays.

Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

The plan by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages.

The approach, style, tone, words, and format used for executing (properly conveying) an advertising message.

The vehicles through which advertising messages are delivered to their intended audiences.

The net return on advertising investment divided by the costs of the advertising investment.