Marketing

Cross magazine
Sales promotion
Sales promotion on the internet
Personal selling on the internet
4 process media planning
Primary goal of a media plan
Media objectives
Media strategies
Medium(media)
Media vehicles
Reach
Coverage
Frequency
Media mix
Consumer-oriented sales promotion technique
Premiums
Event sponsoring
Cooperative advertising
Traditional definition of PM (publicmanagement)
New role of PM
Advantages and disadvantages of PM
Publicity
Types of corporate advertising
Sponsorship
Event sponsorship
Advocacy advertisingCross magazine (Multimagazine deals) (abierta): Involve two or more publishers offering their magazines to an advertiser as one package.
Cross-M Cross-Media Advertising: Deals that include several different media opportunities from asingle company or a partnership of media providers.

Sales promotion: Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.

Sales promotion on the internet:

Personal selling on the internet: Person to person communication in which the seller attempts to assist and/or persuade prospective buyersto purchase the company’s product or service or to act on an idea.

4 process/steps of media planning (abierta)
1. Market Analysis
2. Establishment of media objectives
3. Media strategy development and implementation
4. Evaluation and follow-up.1

Primary goal of a media plan: To find that combination of media that enables the marketer to communicate the message in the mosteffective manner to the largest number of potential customers at the lowest cost.

Media objectives: The specific goals an advertiser has for the media portion of the advertising program.

Media strategies: Plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements willbe scheduled.

Medium(media): The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor.

Media vehicles: The specific program, publication, or promotional piece used to carry an advertising message.

Reach: The number of different audience members exposed at least once to a media vehicle (orvehicles) in a given period.

Coverage: A measure of the potential audience that might receive an advertising message through a media vehicle.

Frequency: The number of times a target audience is exposed to a media vehicle(s) in a specified period.

Media mix: By combining the media, marketers can increase coverage, reach, and frequency levels while improving the likelihood of achievingoverall communications and marketing goals. (Visual demonstration to be communicated effectively, in this case TV, might be the most effective method. If the promotional strategy calls for coupons to stimulate trial, print media may be necessary.)

Consumer-oriented sales promotion technique: Sales promotion techniques that are targeted to the ultimate consumer such as coupons, samples, contests,rebates, sweepstakes, and premium offers.

Premium: An offer of an item of merchandise or service either free or at low price that is used as an extra incentive for purchasers.

Cooperative advertising: Advertising program in which a manufacturer pays a certain percentage of the expenses a retailer or distributor incurs for advertising the manufacturer’s product in a local market area.Traditional definition of PR (public relations): The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.

New role of PR: PR is viewed as a non-marketing function whose primary responsibility is to maintain mutually beneficial...