Number of flashcards in this category: 22.
1.	pull		Get grassroots customers excited, who then demand retailers and wholesalers to get it. Requires higher spending to get consumers into it.
2.	metric		A way to measure something.
3.	push		Push products through distribution channels. Get wholesalers into it, who get retailers into it, who try and push it to the customers.
4.	IMC		integrated marketing communications - Try to integrate sales promotions, personal selling, public relations and word of mouth
5.	1. promotion objectives		Vary based on PLC. A new product, might be to try to inform, create awareness and persuade to try. A mature product, may be "reminder" of brand.
6.	3a. message		Use a creative strategy to appeal. - try to differentiate product/brand and how it is remembered. - draw on emotions: sex, fear, humor - simplistic emotions are best, not too extreme
7.	CPM		Cost to reach each 1000 people.
8.	4. evaluation		Look at awareness, purchase intention, perceptions. - Gets cut the most often by small budget companies.
9.	GRP		gross ratings points: % of target audience reached e.g. Ad shown 5 times, reaches 50% audience each time has 5*50% = 250 GRP.
10.	promotion irony		word of mouth (and public relations) are most influential in advertising, but the least controllable
11.	% of selling that is advertising		Averages out to 5-7%. (Varies based on item)
12.	advertising cycle		1. Objectives 2. Budget 3. Message & Media 4. Evaluation
13.	personal selling		- Sales force are in direct, face-to-face contact with customer (e.g. b2b) - high cost - slow, ineffective to reach large number of individual customers. Must ensure sales force maintain company aims. - builds stronger, more personal relationships with customers
14.	2. promotion budget		10% of soap only 1.2% of computers Varies on product. Strategically, spend as much as your competitors (parity)
15.	media trends		tv - falling radio - stable magazine - stable internet - shooting up newspaper - dropping slightly
16.	public relations		Good communication with ALL public (customers, stockholders, gov't, suppliers) - can't always control media's message, or interest in your deeds ex: Dove Campaign for Real Beauty. Created a lot of positive free press.
17.	word of mouth		- create a buzz, viral mktg - most influential - general, norm way of making a decision
18.	product placement		Showing brands in movies, TV shows, and video games. (Paid endorsement)
19.	advertainment		Program is built around a sponsor; e.g. TV shows (Apprentice, American Idol). Major differentiator: sponsor comes first, THEN show story is built around it.
20.	3b. the media		"vehicle" to getting message across - used to be newspapers, magazines, etc. - Now, more various ways to reach people. Everybody spending a ton; need to "cut through clutter"
21.	commercial product placement		ex: Google pays to be announced at the end of other companie's commercials
22.	guerilla marketing		Deliver mktg where we're not expecting it = more likely to pay attention. - effective for a few uses, then gets old