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101 Cards in this Set

  • Front
  • Back
buzz marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event
channel capacity
The limit on the volume of information a communication channel can handle effectively
coding process
Converting meaning into a series of signs or symbols
communication
A sharing of meaning through the transmission of information
communications channel
The medium of transmission that carries the coded message from the source to the receiver
decoding process
Converting signs or symbols into concepts and ideas
feedback
The receiver’s response to a decoded message
integrated marketing communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
kinesic communication
Communicating through the movement of head, eyes, arms, hands, legs, or torso
noise
Anything that reduces a communication’s clarity and accuracy
pioneer promotion
Promotion that informs consumers about a new product
primary demand
Demand for a product category rather than for a specific brand
product placement
The strategic location of products or product promotions within entertainment media content to reach the product’s target market
promotion
Communication to build and maintain relationships by informing and persuading one or more audiences
promotion mix
A combination of promotional methods used to promote a specific product
proxemic communication
Communicating by varying the physical distance in face-to-face interactions
pull policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
push policy
Promoting a product only to the next institution down the marketing channel
receiver
The individual, group, or organization that decodes a coded message
selective demand
Demand for a specific brand
source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
tactile communication
Communicating through touching
viral marketing
A strategy to get consumers to share a marketer’s message, often through e-mail or online videos, in a way that spreads dramatically and quickly
word-of-mouth communication
Personal informal exchanges of communication that customers share with one another about products, brands, and companies
advertising
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
advertising appropriation
The advertising budget for a specific time period
advertising campaign
The creation and execution of a series of advertisements to communicate with a particular target audience
advertising platform
Basic issues or selling points to be included in an advertising campaign
advocacy advertising
Advertising that promotes a company’s position on a public issue
aided recall test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories
arbitrary approach
Budgeting for an advertising campaign as specified by a high level executive in the firm
artwork
An advertisement’s illustrations and layout
captioned photograph
A photograph with a brief description of its contents
comparative advertising
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
competition-matching approach
Determining an advertising budget by trying to match competitors’ advertising outlays
competitive advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
consumer jury
A panel of a product’s existing or potential buyers who pretest ads
copy
The verbal portion of advertisements
cost comparison indicator
A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
feature article
A manuscript of up to 3,000 words prepared for a specific publication
illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement
institutional advertising
Advertising that promotes organizational images, ideas, and political issues
layout
The physical arrangement of an advertisement
media plan
A plan that specifies the media vehicles to be used and the schedule for running advertisements
news release
A short piece of copy publicizing an event or a product
objective-and-task approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
percent-of-sales approach
Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage
pioneer advertising
Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
posttest
Evaluation of advertising effectiveness after the campaign
press conference
A meeting used to announce major news events
pretest
Evaluation of advertisements performed before a campaign begins
product advertising
Advertising that promotes the uses, features, and benefits of products
public relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
publicity
A new story type of communication about an organization and/or its products transmitted through a mass medium at no charge
recognition test
A posttest in which respondents are shown the actual ad and are asked if they recognize it
regional issues
Versions of a magazine that differ across geographic regions
reinforcement advertising
Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
reminder advertising
Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits
storyboard
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
target audience
The group of people at whom advertisements are aimed
unaided recall test
A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues
approach
The manner in which a salesperson contacts a potential customer
buy-back allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over
buying allowance
A temporary price reduction to resellers for purchasing specified quantities of a product
cents-off offer
A promotion that allows buyers to pay less than the regular price to encourage purchase
closing
The stage in the personal selling process when the salesperson asks the prospect to buy the product
combination compensation plan
Paying salespeople a fixed salary plus a commission based on sales volume
consumer contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
consumer games
Sales promotion methods in which individuals compete for prizes based primarily on chance
consumer sales promotion methods
Sales promotion techniques that encourage consumers to patronize specific stores or try particular products
consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer’s media costs for advertising the manufacturer’s products
coupons
Written price reductions used to encourage consumers to buy a specific product
dealer listing
An advertisement that promotes a product and identifies the names of participating retailers that sell the product
dealer loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
demonstration
A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product work
free merchandise
A manufacturer’s reward given to resellers that purchase a stated quantity of products
free sample
A sample of a product given out to encourage trial and purchase
merchandise allowance
A manufacturer’s agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
missionary salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer’s customers in selling to their own customers
money refund
A sales promotion technique that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
order getter
A salesperson who sells to new customers and increases sales to current customers
order takers
Salespeople who primarily seek repeat sales
personal selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
point-of-purchase (POP) materials
Signs, window displays, display racks, and similar devices used to attract customers
premium
An item offered free or at a minimal cost as a bonus for purchasing a product
premium money (push money)
Extra compensation to salespeople for pushing a line of goods
prospecting
Developing a database of potential customers
rebate
A sales promotion technique in which a consumer receives a specified amount of money for making a single product purchase
recruiting
Developing a list of qualified applicants for sales positions
relationship selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
sales contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
sales promotion
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
scan-back allowance
A manufacturer’s reward to retailers based on the number of pieces scanned
straight commission compensation plan
Paying salespeople according to the amount of their sales in a given time period
straight salary compensation plan
Paying salespeople a specific amount per time period, regardless of selling effort
support personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales
team selling
The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
technical salespeople
Support salespeople who give technical assistance to a firm’s current customers
trade sales promotion methods
Methods intended to persuade wholesalers and retailers to carry a producer’s products and market them aggressively
trade salespeople
Salespeople involved mainly in helping a producer’s customers promote a product