DISCUSSIONQUESTIONS 223
Creativetactics Specificmeansofimplementingstrategy.
Salespromotion Temporaryspecialoffersintendedtoprovidea directstimulustoproducea
desiredresponsebycustomers.
PricedealsShort-termreductionsinthepriceofa producttostimul atedemandthathasfallenoff.
Couponoffers,certificatesfora specifiedamountoffa product.
Combinationoffers Linktwoproductstogetherfora pricelowerthantheproductspurchased
separately.
Contest A promotionthatinvolvesthe awardofa prizeonthebasisofchanceormerit.
Rebates A refundofa fixedamountofmoneyfora certainamountoftime.
Premiumoffers Atangiblerewardre ceivedforperforminga particularact, usuallypurchasinga
product.
Consumersampling Gettingthephysicalproductintothehandsoftheconsumer.
Pushmoney Amonetarybonuspaidbya manufacturertoa retailsalespersonforeveryunitofa
productsold.
Dealerloader A premiumthatisgiventoa retailerbya manufacturerforbuying a certain
amountofa product.
Tradedeals Strategiesintendedtoencouragemiddlementogivea manufacturer'sproductspe-
cialpromotionaleffortsthatit wouldnormallynotreceive.
Publicrelations Publicrelationspracticeistheartandsocialscienceofanalyzingtrends, pre-
dictingtheirconsequences,counselingorganizationleaders,andimplementingplannedprograms
ofactionthatserveboththeorganization'sandthepublicinterest.
Internalpublics Peopleconnectedwithanorganizationwithwhomtheorganizationnormally
communicatesintheordinaryroutineofwork.
Externalpublics Peoplenotnecessarilycloselyconnectedwithanorganization.
Campaign Plannedseriesofpromotionaleffortsdesignedtoreacha predeterminedgoalthrough
a singlethemeoridea.
Communication A processinwhichtwo ormorepersonsattempttoconsciouslyoruncon-
sciously influenceeachotherthroughtheuseofsymbolsorwordsinordertosatisfytheirrespec-
tiveneeds.
FederalTradeCommission(FTC) Governmentagencyestablishedtoprotectbusinessesagainst
unfaircompetition.
Marketingcommunication Includesalltheidentifiableeffortsonthepartofthesellerthatare
intendedtohelppersuadebuyerstoaccepttheseller'smessageandstoreitinretrievableform.
IMCmix Variouscombinationsofelementsina promotionalplan: advertising,salespromotion,
personalselling,public relations.
DiscussionQuestions
1.Listthebasicobjectivesofmarketing communication.Whyis it oftendifficultfor promotersto
reachtheirobjectives?Providesomevalidreasonswhymarketersshouldpursuetheseobjectives.
