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63 Cards in this Set
- Front
- Back
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Advertising Allowance
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a fee paid to the retailer for advertising the manufacturer's product
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Broadsides
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a form of direct-mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores; it can be folded to a compact size and fitted into a mailer
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Brochures
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sales materials printed on heavier paper and featuring color photographs, illustrations, typography
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Business Reply Mail
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a type of mail that enables the recipient of direct-mail advertising to respond without paying postage
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Buy Back Allowance
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a manufacturer's offer to pay for an old product so that it will be taken off the shelf to make room for a new product
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Catalog
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reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer
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Cents-Off Promotion
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a short-term reduction in the price of a product designed to induce trial and usage; cents-off promotions take carious forms, including basic cents-off packages, one-cent sales, free offers, and box-top refunds
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Combination Offer
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a sales promotion device in which two related products are packaged together at a special price, such as a razor and a pack of blades; sometimes a combination offer may be used to introduce a new product by trying its purchase to an established product at a special price
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Compiled Lists
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special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group
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Company Conventions and Dealer Meetings
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events held by manufacturers to introduce new products, sales promotion programs, or advertising campaigns
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Consumer Sales Promotion
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marketing, advertising, and sales promotion activities aimed at inducing trial, purchase, and repurchase by the consumer
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Contest
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a sales promotion device for creating consumer involvement in which prizes are offered based on the skill of the entrants
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Cooperative (Co-Op) Advertising
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the sharing of advertising costs by the manufacturer and the distributor or retailer; the manufacturer may repay 50 or 100 percent of the dealer's adverting costs or some other amount based on sales
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Coupon
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a certificate with a stated value that is presented to a retail store for a price reduction on the specified item
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Customer Lifetime Value (LTV)
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the total sales or profit value of a customer to a marketer over the course of that customer's lifetime
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Customized MarketMail (CMM)
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a class of mail, introduced by the United States Postal Service in 2003, that allows direct-mail advertisers to send pieces in unusual shapes without envelopes
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Data Access
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characteristic of a database that enables marketers to manipulate, analyze, and rank all the information they possess in order to make better marketing decisions
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Data management
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the process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a company's database
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Database
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the corporate memory of all important customer information: name and address, telephone number, NAIC code (if a business firm), source of inquiry, cost of inquiry, history of purchases, and so on; it should record every transaction across all points of contact with both channel members and customers
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Database Marketing
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tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs
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Direct-Mail Advertising
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all forms of advertising sent directly to prospective customers without using one of the commercial media forms
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Direct Marketing
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a system of marketing in which companies build their own database of customers and use a variety of media to communicate with them directly such as through ads and catalogs
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Direct-Response (action) Advertising
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an advertising message that asks the reader, listener, or viewer to respond to the sender; direct-response advertising can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines to radio, TV, or billboards
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Direct Sales Strategy
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strategy where representatives sell to customers directly at home or work rather than through a retail establishment or other intermediary
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Direct Selling
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face-to-face selling away from a fixed retail location; usually refers to a method of marketing consumer goods-everything from encyclopedias and insurance to cosmetics and nutritional products
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Display Allowance
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fees paid to retailers to make room for and set up manufacturer's displays
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Diverting
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purchasing large quantities of an item at a regional promotional discount and shipping portions to areas of the country where the discount isn't being offered
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Electronic Coupon
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in supermarkets, the use of frequent shopper cards that automatically credit cardholders with coupon discounts when they check out; also using touch-screen videos at the point of purchase, instant-print discounts, rebates, and offers to try new brands
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E-Mail
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has become one of the fastest growing and most effective ways to provide direct mail
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Folders
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large, heavy-stock fliers, often folded and sent out as self-mailers
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Forward Buying
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a retailer's stocking up on a product when it is discounted and buying smaller amounts when it is at list price
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Freestanding Insert (FSI)
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coupons distributed through inserts in newspapers
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Game
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a sales promotion activity in which prizes are offered based on chance; the big marketing advantage of games is that customers must make repeat visits to the dealer to continue playing
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Home Lists
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a company's most important and valuable direct mail list, which may contain current, recent, and long-past customers or future prospects
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House Organs
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internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications; most are produced by a company's advertising or public relations department or by its agency
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In-Store Sampling
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the hanging out of free product samples to passing shoppers
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Letter Shop
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a firm that stuffs envelopes, affixes labels, calculates postage, sort pieces into stacks or bundles, and otherwise prepares items for mailing
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Linkage Media
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indirect marketing, media that help prospects and customers link up with a company
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List Broker
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an intermediary who handles rental of mailing lists for list owners on a commission basis
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Mail-Response List
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a type of direct-mail list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's
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Personal Selling
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a sales method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor
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Point-Of-Purchase (P-O-P) Materials
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materials set up at a retail location to build traffic, advertise the product, and promote impulse buying; materials may include window displays, counter displays, floor and wall displays, streamers, and posters
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Polybagging
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samples are delivered in plastic bays with the daily newspaper or a monthly magazine
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Postcards
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cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic
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Premium
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an item offered free or at a bargain price to encourage the consumer to buy an advertised product
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Pull Strategies
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marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers
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Push Strategies
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marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople; inducements might include introductory price allowances, distribution allowances, and advertising dollar allowances to stock the product and set up displays
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Push Money (PM)
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a monetary inducement for retail salespeople to push the sale of particular products
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Rebate
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cash refunds on items from cars to household appliances
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RFM Formula
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mathematical model that provides marketers with a method to determine the most reliable customers in a company's database, according to Recency, Frequency, and Monetary variables
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Sales Letters
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the most common form of direct mail; sales letters may be typewritten, typeset and printed, printed with a computer insert (such as your name), or fully computer
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Sales Promotion
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a direct inducement offering extra incentives all along the marketing route-from manufacturers through distribution channels to customers-to accelerate the movement of the product from the producer to the consumer
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Sampling
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offering consumers a free trial of the product, hoping to convert them to habitual use
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Self-Mailers
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any type of direct-mail piece that can travel by mail without an envelope; usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address
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Slotting Allowances
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fees that manufacturers pay to retailers for the privilege of obtaining shelf or floor space for a new product
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Spiffs
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Push Money
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Statement Stuffers
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advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies
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Sweepstakes
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a sales promotion activity in which prizes are offered based on a chance drawing of entrants' names; the purpose is to encourage consumption of the product by creating consumer involvement
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Telemarketing
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selling products and services by using the telephone to contact prospective customers
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Trade Advertising
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the advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in the own businesses
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Trade Concentration
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more products being sold by fewer retailers
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Trade Deal
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short-term dealer discounts on the cost of a product or other dollar inducements to sell a product
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Trade Promotion
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Push Strategy
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