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