Assessments performed before an ad campaign is implemented to ensure that the

Assessments performed before an ad campaign is

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: Assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do. Tracking : Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium. Posttesting : The evaluation of an IMC campaign's impact after it has been implemented. Puffery : The legal exaggeration of praise, stopping just short of deception, lavished on a product. The FTC is the primary enforcement agency for most mass media advertising. Public Relations (PR) : The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. Cause-Related Marketing : Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign. Event Sponsorship : Popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors. Sales Promotions : Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of- purchase displays. Coupons : Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount. Deal : A type of short-term price reduction that can take several forms, such as a “featured price,” a price lower than the regular price; a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms. Premium : An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. Contest : A brand- sponsored competition that requires some form of skill or effort. Sweepstakes : A form of sales promotion that offers prizes based on a chance drawing of entrants' names. Sampling : Offers potential customers the opportunity to try a product or service before they make a buying decision. Loyalty Programs : Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. Point-of-Purchase (POP) Displays : A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store. Rebates : A consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund. Product Placement : Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program. Cross- Promoting : Efforts of two or more firms joining together to reach a specific target market.
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