BNAD 303 Chapter 16

Personal Selling

A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

Sales Promotion

Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

Integrated Marketing Communications

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

Direct Marketing

Direct Mail Catalogs Telemarketing Direct Selling Shopping Channels Internet Sales

Public Relations Tools

Publicity Annual reports Brochures Event sponsorships Sponsorship of socially responsible programs Press releases/Conferences/Feature articles

Public Relations

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

IMC Promotional Mix

advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, personal selling

Buzz Marketing

an attempt to incite publicity and public excitement surrounding a product through a creative event 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

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

creating awareness

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

encourage product trial.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

Interactive Marketing

new media allows consumers to make inquiries, respond to questions, make purchases, and obtain online purchasing assistance

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process

noise

Advertising

paid non personal communication about an organization and its products transmitted to a target audience through mass media

word of mouth communication (WOM)

personal informal exchanges of communication that customers share with one another about products, brands, and companies

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

personal selling.

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer.

personal selling; more costly

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

reduce sales fluctuations.

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

sales promotion.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

source

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.

the coding process