personal informal exchanges of communication that customers share with one another about products, brands, and companies
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Communication
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A sharing of meaning through transmission of information
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Advertising
Front
Paid, nonpersonal communication about an organization and its products, transmitted through mass media.
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Goal of Promotion
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stimulate product demand and build customer relationships.
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Public Relations
Front
A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
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Product Placement
Front
the strategic location of products or product promotions within entertainment media content to reach the product's target market
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Promotion
Front
Communication to build and maintain relationships by informing and persuading one or more audiences.
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Primary Demand
Front
Demand for product category rather than specific brands
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Retain Loyal Customers
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Maintains long-term customer relationships. Keeping current customers is less costly.
Includes: frequent-user programs, or special offers for existing customers.
Paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.
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Combat Competitive Promotional Efforts
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Offset or lessen the effect of competitor's activities. Doesn't necessarily increase sales.
Used in highly competitive consumer markets.
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Integrated Marketing Communications
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A consistent message to customers with a synergy of promotional elements.
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Channel Capacity
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The limit on the volume of information a communication channel can handle effectively
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Advantages of Personal Selling
Front
More specific form of advertising. Greater impact on consumers. Immediate Feedback
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Push Policy
Front
promoting a product only to the next institution down the marketing chain
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Pioneer Promotion
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Stimulates primary demand, notifies consumers about a new product.
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Disadvantages of Advertising
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Absolute dollar amount is very high. Provides no feedback. Difficult to measure effect.
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Product Trials
Front
If consumers stall in evaluation stage, marketers use these methods:
- Free Samples
- Coupons
- Test Drives
- Limited free-use offers
- Contests
- Games
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Kinesic communication
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Movement of the head, eyes, arms, hands, legs or torso
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Proxemic communication
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Varying the physical distance in face-to-face interactions
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Selective Demand
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Demand for a specific brand.
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Tactile Communication
Front
touching
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Stimulate Demand
Front
Methods for Primary Demand, Pioneer Promotion, and Selective Demand
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Pull Policy
Front
promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel