ADV 318J Study Guide - Midterm Guide: Integrated Marketing Communications, Paypal, Sales Promotion
Document Summary
Advertising: communications process from an identified source of using paid media to reach selected audience with a persuasive message. Sales promotion: short term programs designed to get consumers to buy. Direct/database marketing: distribution channel of marketing directly to users product (ex: buy one get one 50% off) using database to eliminate intermediaries (ex: robo calls) Retargeting: ads appear for products that a consumer"s already searched. Key search words: bought by companies to show their product when for previously searched. Public relations: managing the flow of info between organization and the public. Publicity: marketers supplying information to media with the goal of positive exposure. Integrated brand communication (ibc) or integrated brand promotion (ibp): combines communication tools (event marketing, advertising, sales promotions, direct marketing, pr, publicity) for maximum impact/create widespread brand exposure. Cooperative (co-op) advertising: sharing advertising expenses between national and local companies. Direct response advertising: (social media) prompts direct, immediate.
