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communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors
the combination of promotional tools -- including advertising, public relations, personal selling, and sales promotion -- used to reach the target market and fulfill the organization's overall goes
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
public information about a company, product, service, or issue appearing in the mass media as a news item
marketing activities-- other than personal selling, advertising, and public relations -- that stimulate consumer buying and dealer effectiveness
a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other
the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs
blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees
independent blogs that are not associated with the marketing efforts of any particular company or brand
a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message, stands for attention, interest, desire, and action
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
integrated marketing communicationsIMC)
the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
advertising response function
a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
a form of advertising designed to enhance a company's image rather than promote a particular product
a form of advertising in which an organization expresses its views on controversial issues or responses to media attacks
a form of advertising designed to stimulate primary demand for a new product or product category
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
a specific communication task that a campaign should accomplish for a specified target audience during a specified period
unique selling proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
a 30-minute or longer advertisement that looks more like a tv talk show than a sales pitch
placing advertising messages in web-based or video games to advertise or promote a product, service, organization, or issue
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
designation of the media, the specific publications or programs, and the insertion dates of advertising
continuous media schedule
a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle
flighted media schedule
a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times
pulsing media schedule
the media scheduling that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
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