Marketing 201 chapter 13

integrated marketing communication (IMC)
multichannel promotional strategy
word-of-mouth communication
communication model
source
encoding
message
medium
receiver
decoding
noise
feedback
promotion mix
mass communication
hierarchy of effects
top-down budgeting techniques
percentage-of-sales method
competitive-parity method
bottom-up budgeting techniques
objective-task method
push strategy
pull strategy
advertising
product advertising
public service announcements (PSAs)
advertising campaign
do-it-yourself (DIY) ads
reminder advertising
execution format
tonality
jingles
slogans
pretesting
digital media
owned media
paid media
posttestnig
sales promotion
unaided recall
aided recall
attitudinal reasures
rebates
frequency programs
premiums
product sampling
trade sales promotions
merchandising allowance
case allowance
co-op advertising
trade shows
promotional products
point-pf-purchase (POP) displays
push money