Chapter 16 Flashcards
(11 cards)
Promotion mix
The combination of promotional tools an organization uses.- advertising, personal selling, public relations, sales promotion
Integrated marketing communication IMC
A technique that combines all the promotional tools into one comprehensive, unified promotional strategy. MOW: using various methods to sell a productEx: using a celebrity on tv to promote their product and then mailing families coupons
Advertising
Paid, non personal communication through various media by organizations and individuals who are in some way identified in the advertising message. MOW: getting the products out there Ex: a tv commercial or billboards
Product placement
Putting products into tv shows and movies where they will be seen. MOW: raising awareness of a product by pacing it where people will see it Ex: characters in a movie may be drinking a coke
Infomercial
A full length tv program devoted exclusively to promoting goods or services. Ex: p90x
Personal selling
The face to face presentation and promotion of goods and services. MOW: in person sellingEx: someone going to your house and selling you something
Public relations
Te management function that evaluates public attitudes, changes policies and procedures in response to the publics requests and executes a program of action and information to earn public understanding and acceptance.
Publicity
ny information about an individual, product, or organization that’s distributed through the media and that’s not paid for or controlled by the seller.
Sales promotion
The promotional tool that stimulates consumer purchasing and dealer interest by means of short term activities.
Word of mouth promotion
A promotional tool that involves people telling other people about products they’ve purchased. MOW: people tell friends and family about a service or product Ex: mom check this out!
Viral marketing
The term now used to describe everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby customers get commissions for directing friends to certain websites. MOW: dishonest advertising by paying people to say good things about their productsEx: hey this product is awesome!! -from person who is being paid by the company
