CH+14+IMC

Derek Dovale morgan adams Veronica Parihar Harpreet


 * Promotion** – Communications link between buyer & seller. Function of informing, persuading and influencing a consumers purchase decision
 * Marketing Communication** – Messages that deal with buyer-seller relationships
 * Integrated Marketing Communication (IMC)** – Coordination of all promotional activities to produce a unified, customer focused promotional message
 * AIDA Concept** – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
 * Promotional Mix** – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
 * Non-personal selling
 * Advertising
 * Product placement
 * Sales promotion
 * Direct marketing
 * Public relations & publicity
 * Guerrilla marketing

__Objectives of Promotion__ Measuring Effectiveness **Chapter 14**
 * Sales Promotion** – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness
 * Public Relations** – Firms’ communications and relationships with it’s various publics
 * Guerilla Marketing** – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
 * Sponsorship** – Relationship in which on organization provides funds or in-kind resources to an eventor activity in exchange for a direct association with that event or activity
 * Pulling Strategy** – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
 * Pushing Strategy** – Promotional effort by the seller directed to members of the marketing channel rather than final users
 * 1) provide information to consumers and others
 * 2) increase demand
 * 3) differentiate a product
 * 4) accentuate a product's value
 * 5) stabilize sales
 * impact on sales revenues for each dollar of promotional spending
 * recall
 * readership
 * consumer's perceptions of value in a product/brand/organization
 * cost per impression (online ad)
 * click-throughs
 * conversion rates
 * Promotion** – Communications link between buyer & seller. Function of informing, persuading and influencing a consumer’s purchase decision
 * Marketing Communication** – Messages that deal with buyer-seller relationships
 * Integrated Marketing Communication (IMC)** – Coordination of all promotional activities to produce a unified, customer focused promotional message
 * AIDA Concept** – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
 * Promotional Mix** – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
 * Sales Promotion** – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness


 * Public Relations** – Firms’ communications and relationships with its various publics
 * Guerilla Marketing** – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
 * Sponsorship** – Relationship in which on organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity
 * Pulling Strategy** – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
 * Pushing Strategy** – Promotional effort by the seller directed to members of the marketing channel rather than final users