Mktg 351 Ch. 16
Public Relations
A broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders
Fluctuate
A business cannot operate at peak efficiency when sales ___________ widely
Objectives and Policies
A company's ________________ influence the types of promotions used
Product Placement
A form of promotion that strategically locates products or product promotions within entertainment media to reach a product's target market
Publicity
A non-personal communication in a news-story form about an organization, its products, or both
Advertising
A paid non personal communication about an organization and its products transmitted to a target audience through mass media
Personal Selling
A paid personal communication that seeks to inform customers and persuade them to purchase products
Source
A person, group, or organization with a means it tries to share with a receiver or an audience
Communications
A sharing of meaning through the transmission of information
Viral Marketing
A strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly
Advertising
A target market with more dispersed customers often rely more heavily on __________
High
Absolute dollar outlay can be ________ in advertising
Sales Promotion
Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers
rarely
Advertising ________ provides rapid feedback
Less
Advertising is _______ persuasive than personal selling
Cost-efficient
Advertising is ____________ when it reaches a large number of people at a low cost per person
Mass Media Consumption
Advertising is changing as _________________ are changing
Flexible
Advertising is highly _____________ and can reach large/small audiences depending on need
Message
Advertising lets the source repeat the ___________ several times
Buzz Marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
Noise
Anything that reduces communication's clarity and accuracy
Promotion
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
Coding Process (Encoding)
Converting meaning into a series of signs or symbols
Decoding Process
Converting signs and symbols into concepts and ideas
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Objectives of Promotion
Create awareness, stimulate demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotional efforts and reduce sales fluctuations are the ___________________
Materialism
Culture creates the values that encourage ___________, not promotion
Primary Demand
Demand for a product category rather than a specific brand
Selective Demand
Demand for a specific brand
Media
Demographic characteristics of the target market affects the consumers' ______ consumption patterns
Existing Products
For _________, promotional efforts create increased awareness of brands, product features, image-related issues, or operational characteristics
Trial Techniques
Free samples, coupons, test drives, limited free-use offers, contests and games are all examples of ______________
Sales Promotions
Free samples, games, rebates, sweepstakes, contests, premiums, coupons, word of mouth/buzz marketing are all examples of _____________
Customer retention techniques
Frequent-user programs, special offers for existing customers, and maintaining contact are all examples of ______________
Fluctuations
Holidays and seasonal products can cause sales _______________
promotional
IMC helps to coordinate/manage ________ efforts
privacy
IMC helps to protect consumer _________
Consistent
IMC helps to send a ________ message to customers
elements
IMC helps with the synchronization of promotional __________
database
IMC uses __________ marketing
tools
IMC uses more precisely targeted promotional _________
Product Trial
If customers stall in the evaluation stage, markers can use methods to encourage ________________ in order to move them to product adoption
Reduce
If promotion is working to stimulate demand, producing and marketing larger quantities can actually help _______ prices
Limited
In advertising there is generally ________ time exposure
Relationships, Promotional
Integrated Marketing Communications fosters long-term ___________ and efficient use of ______________ resources
Sales
It is difficult to measure advertisings effect on ____________
Less
Keeping current customers is _______ costly than acquiring new customers
Prospects
Locating and identifying potential customers is considered as ideniftying ____________
Needs
Marketing makes consumers aware of _________ they already have
Promotion
Most organizations expend a large amount of resources on ________
Push and Pull
Organizations may use both ______________ policies at the same time
Specific individuals
Personal selling can be targeted to __________
Greater
Personal selling has a ________ impact on consumers than advertising
More
Personal selling is _______ labor intensive and time consuming than advertising
Expensive
Personal selling is much more _________ than advertising
Immediate
Personal selling provides _________ feedback
Promotion Mix
Personal selling, public relations, sales promotion and advertising are the elements that make up the __________
Word-of-Mouth Communication
Personal/informal communication, rely on opinion leaders, increasingly electronic, most likely from friends/family
Legal
Potentially harmful products are okay to sell as long as it is __________
Stimulate Demand
Primary Demand and Selective Demand are the two examples of the ______________ objective of promotion
Pull Policy
Promoting a product directly to consumers with the intention to develop strong consumer demand for product
Push Policy
Promoting a product to the next institution down the marketing channel
Product Demand, Customer Relationships
Promotion's goal is to stimulate ___________ and build _____________
Mass Medium
Public Relations is transmitted through a _____________ at no charge
Ongoing Program
Public relations should be viewed as an ___________ during crises and good times
Public Relations Tools
Publicity, advertising, internet, social media, personal selling/lobbying, annual reports, brochures, event sponsorships, sponsorship of socially responsible programs, press releases/conferences/feature articles are all examples of _______________
Feedback
Receiver's response to a decoded message
Reseller Support
Resellers view promotion as form of support, share promotional expense, and special offers/buying allowances all help to facilitate ________________
Personal Selling
Small target markets (B2B) often rely on _____________
Competitive advantage
Strong relationships with resellers are important to an organization's ability to maintain sustainable ________________
Receiver
The individual, group, or organization that decodes a coded message
Targeted
The internet and digital media aim at more ___________ audiences
Channel Capacity
The limit on the volume of information a channel can handle effectively
Communication Channel
The medium of transmission that carries coded message from the source to the receiver
Promotional Budget
The size of an organization's ____________ affects the number and intensity of promotional methods used
Target Market
The size of the ___________ often drives what promotional elements are chosen
Offset/lessen
When combatting competitive promotional efforts in highly competitive markets you want to ______________ a competitors promotion
Awareness
_________ is crucial to initiating the product adoption process for new products
Visibility
___________ gained from advertising can enhance a firm's image
Consumer Products
____________ concentrate on convenience goods (advertising), durables/expensive products(personal selling/advertising) or both (public relations)
Business Products
_____________ concentrate on personal selling and sales promotion
Product Placement
_____________ has become more important as more consumers bypass advertisements through DVR and the Internet
In-program
______________ product placements have become a successful method of reaching consumers, rather than relying on commercial breaks
Promotional activities
_______________ are often designed to stimulate sales during slumps