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