Marketing 16, 17, 18

Front 1

promotion

Back 1

communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response

Front 2

promotional strategy

Back 2

a plan for the optimal use of the elements of marketing: advertising, public relations, personal selling, and sales promotion

Front 3

competitive advantage

Back 3

the unique set of features of a company and its products that are perceived byt he target market as significant and superior to the competition

Front 4

promotional mix

Back 4

the combination of promotional tools used to reach the target market and fulfill the organization's overall goals

Front 5

advertising

Back 5

impersonal, one-way mass communication about a product or organization that is paid for by the marketer

Front 6

public relations

Back 6

the marketing function that evaluates public attitudes, identifies ares within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance

Front 7

publicity

Back 7

public information about a company, product, service, or issue appearing in the mass media as a news item

Front 8

sales promotion

Back 8

marketing activities-- other than perosnal selling, advertising, and public relations-- that stimulate consumer buying and dealer effectiveness

Front 9

personal selling

Back 9

a purchase situation involving a personal, paid-for communication between two people in attempt to influence each other

Front 10

communication

Back 10

the process by which meanings are exchanged or shared through a common set of symbols

Front 11

interpersonal communication

Back 11

direct, face-to-face communication between two or more people

Front 12

mass communication

Back 12

the communication of a concept or message to large audiences

Front 13

sender

Back 13

the originator of the message in the communication process

Front 14

encoding

Back 14

the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs

Front 15

channel

Back 15

a medium of communication for transmitting a message

Front 16

noise

Back 16

anything that interferes with, distorts, or slows down the transmission of information

Front 17

receiver

Back 17

the person who decodes a message

Front 18

decoding

Back 18

interpretation of the language and symbols sent by the source through a channel

Front 19

feedback

Back 19

the receiver's response to a message

Front 20

AIDA

Back 20

attention, interest, desire, action

Front 21

push strategy

Back 21

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise

Front 22

pull strategy

Back 22

marketing strategy that stimulates consumer demand to obtain product distribution

Front 23

Integrated Marketing Communication (IMC)

Back 23

the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer

Front 24

advertising response function

Back 24

a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

Front 25

institutional advertising

Back 25

a form of advertising designed to enhance a company's image rather than promote a particular product

Front 26

product advertising

Back 26

a form of advertising that touts the benefits of a specific good or service

Front 27

advocacy advertising

Back 27

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

Front 28

pioneer advertising

Back 28

a form of advertising designed to stimulate primary demand for a new product or product category

Front 29

competitive advertising

Back 29

a form of advertising designed to influence demand for a specific brand

Front 30

comparative advertising

Back 30

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

Front 31

advertising campaign

Back 31

a series of related advertisements focusing on a common theme, slogan,m and set of advertising appeals

Front 32

advertising objective

Back 32

a specific communication task that a campaign should accomplish for a specific target audience during a specific period

Front 33

advertising appeal

Back 33

a reason for a person to buy a product

Front 34

unique selling proposition

Back 34

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Front 35

medium

Back 35

the channel used to convey a message to a target market

Front 36

media planning

Back 36

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

Front 37

cooperative advertising

Back 37

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand

Front 38

media mix

Back 38

the combination of media to be used for a promotional campaign

Front 39

cost per contact

Back 39

the cost of reaching one member of the target market

Front 40

reach

Back 40

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

Front 41

frequency

Back 41

the number of times an individual is exposed to a given message during a specific period

Front 42

audience selectivity

Back 42

the ability of an advertising medium to reach a precisely defined market

Front 43

product placement

Back 43

pr strategy that involves getting a product, service, or company name to appear in a movie, tv show, magazine, newspaper, etc.

Front 44

crisis management

Back 44

a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event

Front 45

consumer sales promotion

Back 45

sales promotion activities targeting the ultimate consumer

Front 46

trade sales promotion

Back 46

sales promotion activities targeting a market channel member, such as wholesaler or retailer

Front 47

trade allowance

Back 47

a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers

Front 48

push money

Back 48

money offered to channel intermediaries to encourage them to "push" products

Front 49

relationship selling

Back 49

sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction

Front 50

sales process

Back 50

the set of steps a salesperson goes through in a particular organization to sell a particular product or service