Marketing Concepts and Promotional Mix

A detailed and comprehensive promotional plan that integrates all elements of an advertising campaign, considering their role and importance, ensuring coordination among promotional tools.

Examination of factors like customer characteristics, market segments, positioning strategies, and competitors to understand how they affect a company.

Specific goals the marketing program aims to achieve, often related to sales, market share, or profitability.

Specific goals related to the promotional program, detailing what the firm aims to achieve in communication.

Determining the key message and appeal for the advertising campaign based on what will resonate with the target audience.

Defining the best methods of communication (channels) to advertise the product or service. This decides how to reach the target audience with the advertisement message.

Examining how a company's communication can effectively reach its target audience. This involves understanding their characteristics and their buying decisions.

Assessing the effectiveness of the IMC program and how well it meets established marketing goals.

The combination of a company's name, logo, symbols, design, packaging, and overall image.

The added value of a brand due to its strong image, differentiation, and consumer loyalty.

Marketing strategy focused on aggressively selling products to retailers and wholesalers.

Marketing strategy focused on advertising to consumers to generate demand and encourage retailer purchases.

The container or wrapping of a product, offering benefits like protection, storage, and economy.

The amount a customer pays for a product or service.

The development and implementation of a comprehensive marketing plan.

The process of researching, selecting, purchasing, utilizing, evaluating, and discarding products and services to satisfy needs.

The initial stage of consumer decision-making, where a discrepancy arises between desired and actual states.

The driving forces that encourage consumers to act.

A company structure where different departments (manufacturing, research, sales, etc.) for various divisions or products have their own marketing functions, instead of a central marketing department.

The individual who physically makes the purchase.

The actual user of a product.

A marketing role responsible for managing all aspects of a specific brand, including planning, budgeting, sales, and profit.

Another name for a brand manager (in some companies).

The person(s) who makes the final choice in a purchase.

The information or meaning sent by the source.

The company unit responsible for creating and executing advertising campaigns.

Activities designed to boost sales of a product or service. (eg., discounts, coupons, contests).

The method of communication from source to receiver.

A research method focusing on one-on-one conversations.

The advertising department needs to work together with other departments, like sales or marketing research, to promote products effectively.

A company that produces or sells many different products or services.

Research by observing participants in their natural setting.

In-depth studies of cultures and societies.

The process of sharing ideas and information between sender and receiver.

A compensation method where an agency charges a set monthly fee for services, with earned media commissions credited to the client.

Agency compensation using a fixed fee, with media commissions reducing or supplementing the fee, according to pre-agreed levels.

Small agencies specializing in creative services, lacking media buying or market research capabilities.

Agencies focusing on media buying, often for TV and digital ads.

Agency compensation based on costs incurred (personnel, materials) plus a predetermined profit margin (a percentage).

Compensation tied to agency performance, often demanded by clients for accountability.

Research that identifies characteristics of people who use and don't use a product, used in media selection.

Advertising department creates tools (brochures, promotions, displays) for sales teams to use when visiting customers.

An advertising agency owned and operated by the advertiser, often handling advertising budget expenditures.

A system to manage a group of related products, including their brands and advertising, overseen by a category manager.

Manages the entire product category, focusing on strategic profit and market share growth for all brands within the category.

Manages a specific brand within a product category and reports to the category manager.

Reports to the category manager and manages advertising activities for the product category they oversee.