Chapter 17. Marketing Communications

Terms in this set (17)

MKT Communication Mix-6 types & Table 17.1 (478)
The Marketing communications mix consists of eight major modes of communication.
1) ___ : Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers, magazines), broadcast media (radio and television), network media (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, webpage) and display media (billboards, signs, posters)
2) ___ ___: A variety of short-term incentives to encourage trial or purchase of a product or service include consumer promotions (samples, coupons and premiums), trade promotions (advertising and display allowances) and business and sales force promotions(contests for sales reps)
3) ___ ___ ____: Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment and cause events as well as less formal activities.
4) ___ ___ ___ ____: A variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications.
5) __ ____: Use of mail, telephone, fax, email, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.
6) ___ ____: online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
7) ___ ___ ___ ____: People to people oral, written or electronic communications that relate to the merits or experiences of purchasing or using products or services.
8) __ ___: Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders.