Chapter 15: Developing Integrated Marketing Communications Flashcards Preview

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Flashcards in Chapter 15: Developing Integrated Marketing Communications Deck (35)
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1

the particular combination of promotional methods a company uses to a reach target market

promotion mix

2

promotion mix depends on:

company's promotional resources, the nature of the target market, and the characteristics of its product

3

4 components of promotion mix

1. advertising
2. personal selling
3. selling promotion
4. public relations (PR)

4

to develop a positive image for the organization and its products, businesses rely on

public relations

5

factors in the external environment that affect the promotion mix

political environment, economic environment, social environment and technology environment

6

all elements of the promotion mix are coordinated to produce a

consistent, unified message that is customer focused

7

a paid message communicated to an audience through a mass medium

advertising

8

a personal communicating aimed at informing and persuading customers to buy their product

personal selling

9

involves the use of sales reps, is more expensive to reach buyers and is the most flexible promotional tool

personal selling

10

is more persuasive then advertising

personal selling

11

the use of incentives to encourage purchase of a product and can be cost-effective way to stimulate sales

sales promotion

12

broad set of communication activities used to create a maintain favourable relationships between company and public

public relations

13

disadvantage of _______ is that the company does not control the messages communicated by media reports, which creates risk of bad publicity

public relations

14

clearest example of integration in promotion is the need for

integrated marketing communications

15

coordinating all aspects of the promotion mix to send a clear message to customers

integrated marketing communications

16

personal selling has the most or the least control?

least

17

if a person sees a Telus Mobility add on tv, then in a magazine and then on a banner, this is an example of

integrated marketing communications

18

types of advertising (7)

televised, daily mail, newspaper, radio, magazines, online and outdoor

19

a face-to-face sales presentation to a customer and is generally used to sell high-dollar goods

personal selling

20

a regional sales representative from Staples managing the accounts of its largest purchaser of office supplies is an example of

business-to-business

21

where you research potential buyers and choose the most likely customers

prospecting

22

6 steps of the personal-selling process:

1. prospecting 2. approaching the prospect 3. make the presentation 4. answering objections 5. closing the sale 6. follow-up

23

marketing events or sales efforts that stimulate buying (not including advertising, personal selling or public relations)

sales promotions

24

coupons, samples, premiums, frequent-user incentives, point-of-purchase displays and sweepstakes and contests

examples of sales promotions

25

is often used to enhance and supplement other promotional efforts. ex: Roll up the Rim to Win

sales promotions

26

to boost customer loyalty, cross-sell other products from your company, to gain attention in a retail environment and to identify prospects/ build customer relationship

4 promotional objectives

27

the most common PR goal is

media coverage

28

3 major PR tools

1. press releases 2. press conferences 3. events

29

the most widely used publicity tool and can lead to increased media coverage

press release

30

publicity tool that is a one page document of 300-500 words that is provided to the media to promote its company/product

press release