15 Boone & Kurtz Contemporary Marketing

Front 1

advertising

Back 1

Any paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience.

Front 2

AIDA concept

Back 2

Steps through which an individual reaches a purchase decision: attention, interest, desire, and action.

Front 3

direct mail

Back 3

Communications in the form of sales letters, postcards, brochures, catalogs, and the like conveying messages directly from the marketer to the customer.

Front 4

direct marketing

Back 4

Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store or Web site visits.

Front 5

guerilla marketing

Back 5

Unconventional, innovative, and low-cost marketing techniques designed to get consumers’ attention in unusual ways.

Front 6

integrated marketing communications (IMC)

Back 6

Coordination of all promotional activities to produce a unified, customer-focused promotional message.

Front 7

marketing communications

Back 7

Messages that deal with buyer–seller relationships.

Front 8

nonpersonal selling

Back 8

Promotion that includes advertising, sales promotion, direct marketing, guerilla marketing, and public relations—all conducted without being face-to-face with the buyer.

Front 9

personal selling

Back 9

Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer.

Front 10

promotion

Back 10

Communication link between buyers and sellers. Function of informing, persuading, and influencing a consumer’s purchase decision.

Front 11

promotional mix

Back 11

Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives.

Front 12

public relations

Back 12

Firm’s communications and relationships with its various publics.

Front 13

pulling strategy

Back 13

Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel.

Front 14

pushing strategy

Back 14

Promotional effort by the seller directed to members of the marketing channel rather than final users.

Front 15

sales promotion

Back 15

Marketing activities other than personal selling, advertising, guerilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness.

Front 16

sponsorship

Back 16

Event/sponsor relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity.