Marketing Final Study Guide
Chapter 11-Advertising, Integrated Marketing Communications, and the Changing Media Landscape 1. Integrated Marketing Communications (IMC) and the New Media
Integrated Marketing Communications: Approach designed to deliver one consistent message to buyers across an organization’s promotions. TV, Radio, magazines, Internet, Phones
Mobil Marketing: Marketing Media that is available in different places such as cell phones or on forms of transportation * Magazines, newspapers and televisions compete with internet, texting, mobile phones, blogs, YouTube, Facebook, and twitter.
Out-of-home advertising: Billboards, moveable promotions that are displayed in a broad range of public spaces including tray tables on airplanes, the inside of subways, trains, buses, and even in bathroom stalls. * As the media landscape changes, the money organizations spend on different types of communication will change as well 2. The Promotion (communication) mix
Promotion or Communication Mix: Communication tools that may include advertising, sales, promotions, public relations and publicity, personal selling, and direct marketing.
Advertising: A message that is paid for and sent to large groups of the population at one time with an identified organization or brand (product or service) being promoted * Advantages and disadvantages: Radio, magazines, newspapers are portable. Radios have many stations and are driving when listening. TV people get up or turn the station.
Vehicle: the specific means, such as a particular magazine or a specific television show, within a medium to reach a selected target market.
Personal Selling: An interactive, personal, paid promotional approach between a buyer and a seller. (e.g. interviewing for a job, pampered chef, Mary Kay)
Public Relations (PR): The process of creating a positive image for a company, an offering, or a person via publicity.
Sales promotion: Other forms of promotions (coupons, contests, rebates,
Integrated Marketing Communications: Approach designed to deliver one consistent message to buyers across an organization’s promotions. TV, Radio, magazines, Internet, Phones
Mobil Marketing: Marketing Media that is available in different places such as cell phones or on forms of transportation * Magazines, newspapers and televisions compete with internet, texting, mobile phones, blogs, YouTube, Facebook, and twitter.
Out-of-home advertising: Billboards, moveable promotions that are displayed in a broad range of public spaces including tray tables on airplanes, the inside of subways, trains, buses, and even in bathroom stalls. * As the media landscape changes, the money organizations spend on different types of communication will change as well 2. The Promotion (communication) mix
Promotion or Communication Mix: Communication tools that may include advertising, sales, promotions, public relations and publicity, personal selling, and direct marketing.
Advertising: A message that is paid for and sent to large groups of the population at one time with an identified organization or brand (product or service) being promoted * Advantages and disadvantages: Radio, magazines, newspapers are portable. Radios have many stations and are driving when listening. TV people get up or turn the station.
Vehicle: the specific means, such as a particular magazine or a specific television show, within a medium to reach a selected target market.
Personal Selling: An interactive, personal, paid promotional approach between a buyer and a seller. (e.g. interviewing for a job, pampered chef, Mary Kay)
Public Relations (PR): The process of creating a positive image for a company, an offering, or a person via publicity.
Sales promotion: Other forms of promotions (coupons, contests, rebates,