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Marketing Ch. 17
Integrated Marketing Communications
| Term | Definition |
|---|---|
| Promotion | any communication used to inform to inform, persuade, and/or remind people about an organization's or individual;s goods, services, image, ideas, community involvement, or impact on society |
| Promotion planning | systematic decision making relating to all aspects of an organization;s or individual's communication efforts |
| Promotion mix | advertising, sales promotion, public relations, and personal selling |
| Word-of-mouth communication | process by which people express opinions and product-related experiences to others; firms must appeal to opinion leaders |
| Integrated Marketing Communications | "recognizes the value of a comprehensive plan that evaluates strategic roles of a variety of communication disciplines - advertising, public relations, personal selling, and sales promotion, - and combines them to provide clarity, consistency..." |
| Advertising | paid non personal communication regarding goods, services, organizations, people, places, and ideas that is transmitted through various media by business firms, government and other nonprofit organizations and individuals who are identified as the sponsor |
| Public relations | any communication to foster a favorable image for goods, services, organizations, people, places, and ideas among their publics. it may be non personal/personal, paid/unpaid, sponsor controlled/not controlled |
| publicity | form of public relations that entails non personal communication passed on via various media but no t paid for by an identified sponsor |
| promotion objectives | stimulating demand and enhancing image through product advertising and institutional advertising |
| Hierarchy-of-effects model (definition) | outlines sequential short-term, intermediate, and long-term promotional goals for a firm to pursue - and works in conjunction with the consumer's decision process |
| Hierarchy-of-effects Model (steps) | provide information -> develop positive attitudes and feelings -> stimulate purchase and retain desires |
| Promotion budgeting techniques | all-you-can afford method, incremental method, competitive parity method, percentage-of-sales method, objective-and-task method |
| All-You-Can-Afford Budget Method | firm first allots funds for other elements of marketing; remaining marketing funds then go to the promotion budget |
| Incremental Budget Method | a percentage is added to or subtracted from this year's budget to determine next year's |
| Competitive Parity Budget Method | promotion budget is raised or lowered according to competitor;s actions |
| Percentage-of-Sales Budget Method | promotion budget is tied to sales revenue |
| Objective-and-task Budget Method | firm sets promotion goals, determines, the activities needed to satisfy them, and then establishes the proper budget |
| Full disclosure | requires that all data necessary for a consumer to make a safe and informed decision be provided in a message |
| substantiation | requires a firm to be able to prove all the claims it makes in messages |
| cease-and-desist order | a firm must stop a deceptive practice and modify a message accordingly |
| corrective advertising | requires a firm to run new ads to correct the false impressions left by previous ones |
| Fines | dollar penalties for deception |
Created by:
nstag
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