Marketing Ch 17
Promotional Mix Ingredients
Advertising, Personal Selling, Sales Promotion, and Public Relations
Integrated Marketing Communications
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact Information between branches and stores and their advertising and head quarters
Source
a person, group or organization that has a meaning it intends and attempts to share with a receiver or an audience
Noise
anything that can distract a receiver from a sources message
Immediate feedback
best done through personal selling
Promotion
communication that builds and maintains favorable relationships by informing and persuading one of more audiences to view an organization more positively or favorably and to accept its product
Facilitating Re-seller Support
cooperative advertising efforts between manufacturers and retailers
Selective Demand
demand for a particular brand - like it for its strength and benefits
receiver
individual or group that receives a message or meaning
Pioneer Promotion
informs potential customers about the product and what it is
Primary demand
is demand for a product category - Orange juice, not Minute Maid
Channel Capacity
limit on the volume of infomation a communication channel can handle which is determined by the least efficient component of the communication process
Cause related Marketing
links the purchase of an organization's products to support of philanthropic organizations favored by the target market
Encouraging product trail
promotional efforts designed to reduce the risk to consumers for using a product for the first time
To gain benefits from promotions. marketers strive to....
properly plan, implement, coordinate, and control communications
Decoding process
receiver attempts to to convert signs or symbols into meanings
feedback
receivers response to a message
Target Market Characteristics to determine for promotional mix ingredients
size, geographic distribution, and demographic characteristics
Coding process
when a source converts meaning into a series of signs or symbols representing ideas or concept
Encoding
writing the meaning for your target market