Marketing 300 (Chapter 16)

Promotion Mix

A combination of promotional methods used to promote a specific product.

Source

A person, group, or organization with a meaning it tries to share with a receiver or an audience.

Advertising

Advertising is a paid non personal communication about an organization and its products transmitted to a target audience through mass media, including television, radio, the Internet, newspapers, magazines, video games, direct mail, outdoor displays, and signs on mass transit vehicles.

Buzz Marketing

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Decoding Process

Converting signs or symbols into concepts and ideas.

Integrated Marketing Communications

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers.

Primary Demand

Demand for a product category rather than for a specific brand.

The Nature of Integrated Marketing Communications

Integrated marketing communications refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers.

Kinesic Communication

Kinesic communication, or communication through the movement of head, eyes, arms, hands, legs, or torso.

Personal Selling

Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.

Pioneer Promotion

Pioneer promotion informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased. Because pioneer promotion is used in the introductory stage of the product life cycle, meaning there are no competing brands, it neither emphasizes brand names nor compares brands.

Product Placement

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.

The Role and Objectives of Promotion

Promotion is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and accept its products.

The Promotion Mix

Promotion mix are advertising, personal selling, public relations, and sales promotion

Proxemic Communication

Proxemic communication, a less obvious form of communication used in personal selling situations, occurs when either person varies the physical distance separating them.

Public Relations

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

Pull Policy

Pull policy promotes directly to consumers to develop strong consumer demand for its products. Because consumers are persuaded to seek the products in retail stores, retailers in turn go to wholesalers or the producers to buy the products. This policy is intended to pull the goods down through the channel by creating demand at the consumer level.

Sales Promotion

Sales promotion should not be confused with promotion; sales promotion is just one part of the comprehensive area of promotion.

Tactile Communication

Tactile communication, is also a form of communication, although less popular in the United States than in many other countries.

Reciever

The individual, group, or organization that decodes a coded message.

Viral Marketing

Viral marketing is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly.

Stimulate Demand

When an organization is the first to introduce an innovative product, it tries to stimulate primary demand—demand for a product category rather than for a specific brand of product—through pioneer promotion.

Push Policy

With a push policy, the producer promotes the product only to the next institution down the marketing channel. A marketing channel with wholesalers and retailers, the producer promotes to the wholesaler because, in this case, the wholesaler is the channel member just below the producer

Word-of-Mouth Communication

Word-of-mouth communication is personal, informal exchanges of communication that customers share with one another about products, brands, and companies.