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Glossary 1-8.docx

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Advertising and promotionCh 1 TermDefinitionAdvertising 9Any paid form of nonpersonal communication about an organization product service or idea by an identified sponsorAdvertising Agency 16An outside firm that specializes in the creation production andor placement of promotional messagesBehavioural objectives 28Terms of trial purchase or repeat purchase among others may be defined along with the communication objectives Communication and behavioural objectives should be the guiding force for the IMC strategy and for each promotional toolBrand equity 7An intangible asset of added value or goodwill that results from the favourable image impressions or differentiation andor strength of consumer attachment to a company name brand name or trademarkClients 15The advertisers have the products services or causes to me marketed and they provide the funds that pay for advertising and promotions Also assume major responsibility for developing the marketing program and making the final decision regarding the advertising and promotional program to be employedCollateral services 16The wide range of support functions used by advertisers agencies media organizations and specialized marketing communication firmsCommunication objectives 28Refer to what the firm seeks to accomplish with its IMC program They are often stated in terms of the nature of the message to be communicated or what specific communication effects are to be achieved such as awarenessDirect channels 9A company who chooses not to use any channel intermediaries and sell to its customers Such as the internetDirect marketing 13Organizations communicate directly with target audiences to generate a response andor a transaction Example telemarketing direct mail print mediaDirectresponse advertising A product is promoted through an ad eg television or print 13that encourages the consumer to purchase directly from the manufacturerExchange 4 A central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customersExternal analysis 26Focuses on factors such as characteristics of the firms customers market segments competitors and environment See figure 19 on pg 27IMC Management 23Involves the process of planning executing evaluating and controlling the use of promotional mix elements to communicate effectively with target audiencesIMC plan 23Provides the framework for developing implementing and controlling the organizations IMC programIndirect channels 9Using a network of wholesalers andor retailersIntegrated marketing The need for strategic planning and integration of their communication IMC 17promotional tools intensifiedInteractive media 14Allow for a back and forth flow of information whereby users can participate in and modify the form and content of the information they receive instantlyInternal analysis 25Assesses relevant areas of the product offering and the firm itself Assesses the relative strengths and limitations of the product unique selling points attributes or benefitsMarketing 22An organizational function and a set of processes for creating communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholdersMarketing mix 5The four ps product price place and promotionMarketing objectives 28Refer to what is to be accomplished by the overall marketing program They are often stated in terms of sales market share or profitability and are determined when the marketing plan is constructedMarketing plan 23A written document that describes the overall marketing strategy and programs developed for an organization a particular product line or a brandMedia organizations 16To provide information or entertainment to their subscribers viewer or readers To provide an environment for the firms marketing communication messagePersonal selling 15A form of persontoperson communication in which a seller attempts to assist andor persuade prospective buyers to purchase the companys product or service or to act on an
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