Integrated Marketing Communication -- terms

marketing fundamentals -- part 12 -- terms

Advertising, Sales Promotion, and Public Relations

marketing communications mix (promotion mix) -- the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives
advertising -- any pain form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
sales promotion -- and short-term incentives to encourage the purchase or sale of a product or service
public relations -- building good relations with the company's various publics by obtaining favorable publicity, building a good "corporate image," and handling or heading off unfavorable rumors, stories, and events
personal selling -- personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
direct marketing -- direct connections with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships -- the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers
integrated marketing communications (IMC) -- the concept under which a company carefully integrates and coordinates the many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
push strategy -- a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promotes to retailers, and the retailers promotes to consumers
pull strategy -- a promotion strategy that calls for spending alot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask wholesalers, and wholesalers will ask the producers
advertising objective -- a specific communication task to be accomplished with a specific target audience during a specific period of time
affordable method -- setting the promotion budget at the level management thinks the company can afford
percentage-of-sales method -- setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
competitive-party method -- setting the promotion budget to match competitors outlays
objective-and-task method -- developing the promotion budget by (1) defining specific objectives; (2) determining the tasks that must be performed to achieve these objectives; and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget
advertising agency -- a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs