7 Promotion and Marketing Communications Free Online FlashCards

What is promotion in marketing?

Promotion communicates a product’s value to its intended audience.

What is integrated marketing communications (IMC)?

It coordinates communication tools so customers receive a clear, consistent central message across channels.

What does noise do to marketing communication?

Noise is anything that distracts from, obscures, or changes how an audience interprets a message.

What defines advertising?

Advertising is paid, nonpersonal communication from an identifiable sponsor.

What does public relations manage?

Public relations manages an organization’s relationships and communications with groups such as customers, employees, communities, media, and investors.

What is sales promotion?

Sales promotion uses a short-term incentive to encourage an action, such as trying, purchasing, or stocking a product.

What is personal selling?

Personal selling is direct, person-to-person communication between a seller and a prospective buyer.

How should marketers choose campaign evaluation measures?

Match measures to the objective: track reach or recall for awareness, redemptions and first purchases for trial, and conversion or repeat business for sales efforts.

What is a key trade-off of advertising?

The sponsor controls the message and timing, but advertising can be costly and audiences may ignore it.

How does publicity differ from advertising?

Unlike advertising, publicity is not fully controlled by the organization: coverage is not guaranteed, and the organization may not control exactly what it says.

Who do trade promotions target, and what do they encourage?

Trade promotions encourage retailers or wholesalers to carry, feature, or promote a product.

What is one long-term risk of frequent discounts?

Frequent discounts can train customers to wait for lower prices or weaken the brand’s perceived value.