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Promotion Mix
The combination of promotional tools an organization uses; the traditional mix includes: Advertising, public relations, personal selling, and sales promotion. TERM 2
Integrated Marketing Communication (IMC)
DEFINITION 2 Combines the promotional tools into one comprehensive strategy- IMC is used to: Create a positive brand image Meet the needs of consumers Meet the strategic marketing and promotional goals of the firm TERM 3
Advertising
DEFINITION 3 Paid, non-personal communication through various media by organizations and individuals who are in some way indentified in the message Major goals of advertising: Inform Persuade Remind TERM 4
MAJOR CATEGORIES of ADVERTISING: Retail
DEFINITION 4 From retail stores to consumers TERM 5
MAJOR CATEGORIES of ADVERTISING: Trade
DEFINITION 5 From manufacturers to wholesalers and retailers
MAJOR CATEGORIES of ADVERTISING: B2B
From manufacturers to other manufacturers TERM 7
MAJOR CATEGORIES of ADVERTISING:
Institutional
DEFINITION 7 Creates a desirable image for an organization TERM 8
MAJOR CATEGORIES of ADVERTISING: Product
DEFINITION 8 Creates a desirable image for a product or service TERM 9
MAJOR CATEGORIES of ADVERTISING:
Advocacy
DEFINITION 9 Supports a particular view of an issue TERM 10
MAJOR CATEGORIES of ADVERTISING:
Comparative
DEFINITION 10 Compares competing products
Interactive Promotion
Allows marketers to open a dialogue between buyers and sellers and let them work together to create a beneficial exchange TERM 17
Personal Selling
DEFINITION 17 The face-to-face presentation and promotion of a product, including the salespersons search for new prospects and follow-up service TERM 18
Trial Close
DEFINITION 18 A statement or question that moves the process toward the purchase TERM 19
STEPS in the SELLING PROCESS
DEFINITION 19 1.Pre-approach (prospecting/qualifying/preparation) 2.Approach/Needs assessment 3.Make a presentation 4.Answer objections 5.Close the sale 6.Follow up TERM 20
Public Relations (PR)
DEFINITION 20 Evaluates public attitudes, changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance
3 steps of a good PR program:
1.Listen to the public 2.Change policies and procedures 3.Inform people youre responsive to their needs TERM 22
Publicity
DEFINITION 22 Any information about an individual, product or organization thats distributed to the public through the media and is not paid for or controlled by the seller TERM 23
Sales Promotion
DEFINITION 23 The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities (B2B & Consumer) TERM 24
Types of Sales Promotion
DEFINITION 24 Coupons/Rebates Demonstrations/ Sampling Sweepstakes/Contests In-Store Displays TERM 25
Viral Marketing
DEFINITION 25 Paying customers to say positive things on the Internet or setting up multiple selling schemes whereby consumers get commissions
