CSUF MKTG 351 Final Exam
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Terms in this set (144)
, 1) advertising
2) public relations
Promotional
3) sales promotions
Mix
4) personal selling
5) social media
Communication by marketers that
informs, persuades, and reminds
promotion potential buyers of a product in
order to influence an opinion or
elicit a response
a plan for the optimal use of the
elements of promotion to elicit a
promotional particular response; main goal is
strategy to convince buyers that the
products offer competitive
advantage
mass communication, high control,
advertising relatively low cost per customer,
low credibility
unpaid, effective, limited control,
public relations
higher credibility
, all non-advertising and public
relations activities that focus on
promoting sales; typically short-
sales
term although may have spillover
promotion
long-term effect; intended to
induce product trial and additional
sales
in-person selling, more costly;
more effective; works well for high
personal selling
cost items; aimed to inform and
influence customers
recent addition to promotional
mix, shift of control of
social media
communication efforts to
consumers
Integrated aims to align all elements of the
Marketing promotional mix for the best
Communication possible results
s (IMC)
the process by which marketers
marketing
impress on the buyers the value
communication
that their products have to offer
Review
Save
Practice questions for this set
Learn
Studied 7 terms
Nice work, you're crushing it
Continue studying in Learn
Terms in this set (144)
, 1) advertising
2) public relations
Promotional
3) sales promotions
Mix
4) personal selling
5) social media
Communication by marketers that
informs, persuades, and reminds
promotion potential buyers of a product in
order to influence an opinion or
elicit a response
a plan for the optimal use of the
elements of promotion to elicit a
promotional particular response; main goal is
strategy to convince buyers that the
products offer competitive
advantage
mass communication, high control,
advertising relatively low cost per customer,
low credibility
unpaid, effective, limited control,
public relations
higher credibility
, all non-advertising and public
relations activities that focus on
promoting sales; typically short-
sales
term although may have spillover
promotion
long-term effect; intended to
induce product trial and additional
sales
in-person selling, more costly;
more effective; works well for high
personal selling
cost items; aimed to inform and
influence customers
recent addition to promotional
mix, shift of control of
social media
communication efforts to
consumers
Integrated aims to align all elements of the
Marketing promotional mix for the best
Communication possible results
s (IMC)
the process by which marketers
marketing
impress on the buyers the value
communication
that their products have to offer
