1 of 50
Definition
The added value a brand name gives to a product beyond the
functional benefits provided
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Advertising Brand equity
, Brand loyalty Sales promotion
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2 of 50
Definition
= list Price - (incentives + allowances) + extra fees
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Final Price List Price
Cost Plus Pricing Price Lining
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3 of 50
Definition
Designing marketing communications programs that coordinate all
promotional activities to provide a consistent message across all
audiences
Three step promotion decision process
1) developing: who is target, what promo objectives and kinds, where
to run promos, when to run promos
,2) executing: pretest and carry out
3) evaluating: posttest, make changes
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Integrated Marketing 5 steps of developing advertising
Communications (IMC) program
Scott Luther "Digital marketing" Types of product advertisements
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4 of 50
Definition
Use well known "personalities" - ensure authenticity and connection
Select the right media
Choose medium and vehicle within that medium (maximize exposure
vs. minimize costs)
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Communication process Advertising
Creating message Multi-channel marketing
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5 of 50
Definition
All activities associated with selling, renting and providing G&S to
ultimate consumers for personal, family or household use
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Wholesale Consumer
Reseller Retail
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Definition
The added value a brand name gives to a product beyond the
functional benefits provided
Give this one a try later!
Advertising Brand equity
, Brand loyalty Sales promotion
Don't know?
2 of 50
Definition
= list Price - (incentives + allowances) + extra fees
Give this one a try later!
Final Price List Price
Cost Plus Pricing Price Lining
Don't know?
3 of 50
Definition
Designing marketing communications programs that coordinate all
promotional activities to provide a consistent message across all
audiences
Three step promotion decision process
1) developing: who is target, what promo objectives and kinds, where
to run promos, when to run promos
,2) executing: pretest and carry out
3) evaluating: posttest, make changes
Give this one a try later!
Integrated Marketing 5 steps of developing advertising
Communications (IMC) program
Scott Luther "Digital marketing" Types of product advertisements
Don't know?
4 of 50
Definition
Use well known "personalities" - ensure authenticity and connection
Select the right media
Choose medium and vehicle within that medium (maximize exposure
vs. minimize costs)
Give this one a try later!
Communication process Advertising
Creating message Multi-channel marketing
, Don't know?
5 of 50
Definition
All activities associated with selling, renting and providing G&S to
ultimate consumers for personal, family or household use
Give this one a try later!
Wholesale Consumer
Reseller Retail
Don't know?
