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13 Cards in this Set
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advertising |
paid, non personal communication through various media about a business from, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience |
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nonpersonal selling |
promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketing--all conducted without being face-to-face with the buyer |
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Advertising Sales Promotion |
What are examples of non personal selling? |
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guerilla marketing |
unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways |
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Buzz Marketing Campus Ambassadors Viral Marketing Zappos.com billboards blank walls |
What are examples of guerrilla marketing? |
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Relies almost exclusively on the ability of the salesperson - involves high cost per contact |
What are the disadvantages to personal selling? |
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sponsorship |
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 |
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Sports sponsorships such as: NASCAR, the Olympics, the World Cup, NCAA basketball, the Super Bowl, Special Olympics |
What is an example of a sponsorship? |
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publicity |
the non-personal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium |
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clutter |
is a situation in which associations with big-name personalities improve product recognition in a promotional environment filled with hundreds of competing 15- and 30- second commercials
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niche marketing |
focusing marketing efforts on satisfying a single market segment |
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American Express, recently introduced 2 new credit cards designed for very specific markets: The Knot, for engaged couples, and the Nest, for newlyweds |
What is an example of niche marketing? |
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AIDA concept |
attention, interest, desire, action - steps through which an individual reaches a purchase decision: attention, interest, desire, and action |
