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Terms in this set (33)
Coordinating the various marketing and promotional elements to achieve more efficient and effective communication programs.
Integrated Marketing Communication
The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.
Convince resellers they can make a profit on a manufacturer's product and to encourage them to order the merchandise and push it through to their customers.
Push Promotional Strategy
Create demand among consumers and encourage them to request the product from the retailer.
Pull Promotional Strategy
A strategy in which market segment differences are ignored and one product or service is offered to the entire market.
A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each.
A type of marketing strategy whereby a firm chooses to focus its marketing efforts on one particular market segment.
Responsible for understanding the advertiser's marketing and promotions needs and interpreting them to agency personnel.
An advertising agency that is set up, owned, and operated by the advertiser.
dvertising department is relieved of much of the executional responsibility; however, it must review and approve the agency's plans.
A large complex governmental agency especially when set up to supervise other agencies
Offers its clients a full range of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research;
Recognition, information search, evaluations, purchase, and post-purchase behavior.
consumer decision-making progress
The ability of an individual to perceive a stimulus below the level of conscious awareness.
Physiological needs, safety needs, esteem needs, self-actualization needs
Maslow's hierarchy of needs
The state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioral decisions and attitude change.
Sender, person, or group of the information
The process of putting thoughts and ideas in a symbolic form.
Method by which communication travels from a source to a receiver
A communication containing info that a source wants to convey to a receiver
Process by which a recipient interprets the message
Person with whom the sender of a message shares thoughts or information
The experiences and values that senders and receivers bring to a communication situation
Field of Experience
Factors that create unplanned distortion
Part of the recipient's response that is communicated back to the sender
A model of the successive stages a buyer passes through including ATTENTION, INTEREST, DESIRE, AND ACTION.
Awareness, interest, evaluation, trial, and adoption.
Hierarchy of effects
first information presented in the message will be the most likely to be remembered.
argument presented at the end of the message is most likely to be remembered
The extent to which an advertisement contains certain creative elements that are novel, different or unusual; Originality, flexibility, elaboration, synthesis, and artistic value
The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.
Unique Selling Proposition
Immersion, digestion, incubation, illumination, verification
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