Chapter 14 & 15: Marketing Communication & Advertising
Terms in this set (...)
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, Sales Promotion, & Personal Selling
Elements of the Promotional Mix
Advertising, Public Relations, Sales Promotion, & Personal Selling
Ways to gain a competitive advantage?
High product quality, rapid delivery, low prices, excellent service, unique features
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Examples of advertising
Television, Radio, Magazines, Internet, Billboards, Direct Mailer, Transit Ads, etc..
Advantages of Advertising
Reach a wide audience, low cost per contact, can be micro-targeted
Disadvantages of Advertising
Expensive, National Reach is expensive for small companies
Public Relations (PR)
The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
When a company pays people to use a product or gives a product to an attractive group of people so that they are seen using the product. Success of this campaign is measured by how many people see, touch, experience the product you are trying to market.
Functions of Public Relations (PR)
Maintain a positive image, Educate the public about the company's objectives, Introduce new products, Support the sales effort, & Generate favorable publicity
Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.