Promotion, Advertising & PR Flashcards

Promotion, Advertising & PR Flashcards
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Institutional advertising
An advertising strategy that focuses on promoting a company and improving its overall image rather than marketing a specific product
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Sales promotion
Promotional activities that encourage immediate sales through incentives for customers and intermediaries; may include promotions such as limited-time discounts or free shipping offers
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Promotional mix
A set of equally important marketing tools that includes advertising, sales promotion, personal selling and public relations
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Strategies to gain attention
Ways a marketer can get the consumer to notice a product such as teaser ads, enticing smells, and large visually stimulating ads
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Reminding
A goal of promotion in the marketing mix that encourages existing customers to make a repeat purchase of a specific product
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Persuading
A goal of promotion in the marketing mix that encourages or convinces consumers to take action to purchase a specific product
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Informing
A goal of promotion in the marketing mix that seeks to convert a consumer need into the desire for a product
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Inform, persuade, remind
Three goals of promotion in the marketing mix
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Promotional mix
One of the four Ps of the marketing mix; this component focuses on communication with the target market and consists of advertising, public relations, personal selling and sales promotion
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Action
A step in the AIDA acronym that refers to a consumer becoming motivated to purchase a product
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Desire
A step in the AIDA acronym that refers to a consumer wanting or craving a product
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Interest
A step in the AIDA acronym that refers to a consumer's desire to purchase a product
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Attention
A step in the AIDA acronym that refers to the fact that marketers must make consumers aware that a product exists
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AIDA
An acronym representing the stages of a consumer goes through when they receive promotional messaging: attention, interest, desire, action
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28 cards in set

Flashcard Content Overview

Marketers use different techniques to efficiently and effectively market goods, services and companies. From flighted advertising media scheduling to the components of the promotional mix, these cards will help you understand and remember key vocabulary that's essential in the marketing field.

Front
Back
AIDA
An acronym representing the stages of a consumer goes through when they receive promotional messaging: attention, interest, desire, action
Attention
A step in the AIDA acronym that refers to the fact that marketers must make consumers aware that a product exists
Interest
A step in the AIDA acronym that refers to a consumer's desire to purchase a product
Desire
A step in the AIDA acronym that refers to a consumer wanting or craving a product
Action
A step in the AIDA acronym that refers to a consumer becoming motivated to purchase a product
Promotional mix
One of the four Ps of the marketing mix; this component focuses on communication with the target market and consists of advertising, public relations, personal selling and sales promotion
Inform, persuade, remind
Three goals of promotion in the marketing mix
Informing
A goal of promotion in the marketing mix that seeks to convert a consumer need into the desire for a product
Persuading
A goal of promotion in the marketing mix that encourages or convinces consumers to take action to purchase a specific product
Reminding
A goal of promotion in the marketing mix that encourages existing customers to make a repeat purchase of a specific product
Strategies to gain attention
Ways a marketer can get the consumer to notice a product such as teaser ads, enticing smells, and large visually stimulating ads
Promotional mix
A set of equally important marketing tools that includes advertising, sales promotion, personal selling and public relations
Sales promotion
Promotional activities that encourage immediate sales through incentives for customers and intermediaries; may include promotions such as limited-time discounts or free shipping offers
Institutional advertising
An advertising strategy that focuses on promoting a company and improving its overall image rather than marketing a specific product
Product advertising
A type of ad that focuses on the promotion of a specific good or service by describing its positive attributes
Public relations
An element of the promotional mix that focuses on public perception and attitudes; may include analysis of consumer feedback
Advertising
An impersonal communication that marketers use to communicate information about a good or service to a mass audience
Customer relationship management (CRM)
A method marketers use to grow relationships with existing customers and determine candidates for direct marketing
Medium
The type of channel chosen for advertising; can include print, online, TV and outdoor media
Media planning
A way marketers plan and choose what mediums are best for their advertisements
Mass communication
A way for marketers to communicate with multiple consumers at the same time with a single message
Stealth/buzz/guerilla marketing
A subtle advertisement that exposes consumers to an item without explicitly promoting it; consumers may not immediately realize they are consuming an advertisement
Continuous schedule
An advertising media schedule that is consistent throughout the year
Flighted schedule
An advertising media schedule that has ads run in heavy rotation only once a month before dropping in frequency
Seasonal schedule
An advertising media schedule that focuses on running advertisements at a specific time of year in which the product is most popular
Integrated marketing communications plan (IMC)
A plan that helps ensure consistency across all marketing efforts through coordination of different promotional messages in the marketing mix
Sales promotion plan
A part of an IMC plan that focuses on short-term sales using the main promotional message - examples can include eye-catching temporary retail displays
Advertising response function
An effect of advertising in which advertising budgets are effective up to a certain percentage of market share, after which a company experiences diminishing returns in sales

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