p486 Objective and task method developing the promotion budget by 1 Defining

P486 objective and task method developing the

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setting the promotion budget to match competitor’s outlays. (p486) Objective-and-task method developing the promotion budget by 1. Defining specific promotion objectives. 2. Determining the tasks needed to achieve these objectives, and 3. Estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. (p487) Push strategy a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers. (p489) Pull strategy a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel. (p489)
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CH15 Advertising any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. (p500) Advertising objective a specific communication task to be accomplished with a specific target audience during a specific period of time. (p501) Advertising budget the dollars and other resources allocated to a product or a company advertising program. (p502) Advertising strategy the strategy by which the company accomplishes its advertising objectives. It consists of two major elements; creating advertising messages and selecting advertising media. (p503) Madison & Vine a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages. (p505) Creative concept the compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way. (p506) Execution style the approach, style, tone, words, and format used for executing an advertising message. (p507) Advertising media the vehicles through which advertising messages are delivered to their intended audiences. (p511) Return on advertising investment the net return on advertising investment divided by the costs of the advertising investment. (p514) Advertising agency a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. (p517) Public relations (PR) building good relations with the company’s various publics by obtaining favorable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events. (p519) CH16 Personal selling personal presentations by the firm’s sales force for the purpose of making sales and building customer relationships. (p530) Salesperson an individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. (p531) Sales force management analyzing, planning, implementing, and controlling sales force activities. (p534)
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Territorial sales force structure a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line. (p535)
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