Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
communication to build and maintain relationships by informing and persuading one or more audiences
The practice of linking products to a particular social cause on an ongoing or short-term basis
extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category
consumer demand for a whole product category
promotion that informs consumers about a new product
a combination of promotional methods used to promote a specific product
Product, Price, Place, Promotion
paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
public relations vs. publicity
public relations- communication efforts used to create and maintain favorable relations between an organization and stakeholders.
*Publicity- A new-story type of communication about an organization and/ or its products transmitted through a mass medium at
marketing activities - other than personal selling, advertising, and public relations - that stimulate consumer buying and dealer effectiveness
a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
A person or organization with an interest in a particular place or issue.
push policy vs pull policy
push policy-promoting a product only to the next institution down the marketing channel.
*Pull policy-promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel.
comparative vs. comparative advertising
comparative advertising- compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
institutional vs. advocacy advertising
institutional advertising- advertising that promotes organizational images, ideas, and political issues.
*advocacy advertising-advertising that promotes a company's position on a public issue
advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
reminder vs. reinforcement advertising
reminder- advertising used to remind consumers about an established brand's uses, characteristics and benefits.
*Reinforcement advertising- advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
A plan that specifies the media vehicles to be used and the schedule for running advertisements
Basic issues or selling points to included in an advertising campaign
types of media schedules
1. Continuous: Ads run at a constant level
2. Flighting: Ads run periodically, alternating with periods when no ads run
3. Pulsing: Combining continuous and flighting
stages of the selling process
1. Prospecting for customers
2. Opening the relationship
3. Qualifying the prospect
4. Presenting the sales message
5. Closing the sale
6. Servicing the account
Items offered free or at a minimal cost as a bonus for purchasing a product
point of purchase display
a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying
consumer sales promotion vs. trade sales promotion methods
consumer sales promotion- sales promotion techniques that encourage consumers to patronize specific stores or try particular products
*trade sales promotion methods-methods intended to persuade wholesalers and retailers to carry a producer's products and
a sum of money given to a reseller for each unit bought after an initial promotion deal is over
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products
price competition vs.Nonprice competition
price competition- emphasizing price as an issue and matching or beating competitors' prices
*Nonprice competition- emphasizing factors other than price to distinguish product from competing brands
internal vs.external reference price
Internal reference price- A price developed in the buyer's mind through experience with the product
*External reference price-A comparison price provided by others.
concerned about price and quality of a product
striving to pay low prices
drawn to products that signify prominence and status
discounts provided to business customers
on final study guide
pricing objectives for companies
goal that describe what a firm wants to achieve through pricing
Bases for developing prices