Marketing 3

Front 1

Advertising

Back 1

Non-personal communication paid for by an identified sponsor using mass media to persuade or inform

Front 2

Advertising appeal

Back 2

The central idea or theme of an advertising message

Front 3

Advertising campaign

Back 3

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

Front 4

Advocacy advertising

Back 4

A type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome

Front 5

AIDA model

Back 5

The communication goals of attention, interest, desire, and action

Front 6

Approach

Back 6

The first step of the actual sales presentation, in which the salesperson tries to learn more about the customers needs, create a good impression, and build rapport

Front 7

Close

Back 7

The stage of the selling process in which the salesperson actually asks the customer to buy the product

Front 8

Copy testing

Back 8

A marketing research method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to plan

Front 9

Cost per thousand (CPM)

cost per mille

Back 9

A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes

Front 10

Direct marketing

Back 10

Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product.

Front 11

Follow-up

Back 11

Activities after the sale that provide important services to customers

Front 12

Frequency

Back 12

The average number of times a person in the target group will be exposed to the message

Front 13

Gross rating points (GRP's)

Back 13

A measure used for comparing the effectiveness of different media vehicles: average reach x frequency

Front 14

Hierarchy of effects

Back 14

A series of steps prospective customers move through, from initial awareness of a product to brand loyalty

Front 15

Institutional advertising

Back 15

An advertising message that promotes the activities, personality, or point of view of an organization or company

Front 16

Integrated marketing communications (IMC)

Back 16

A strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

Front 17

M-Commerce

Back 17

Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as personal digital assistants (PDA's)

Front 18

Point of Purchase (POP)

Back 18

In-store displays or signs

Front 19

Posttesting

Back 19

Research conducted on consumers' responses to actual advertising messages they have seen or heard

Front 20

Preapproach

Back 20

A part of the selling process that includes developing information about prospective customers and planning the sales interview

Front 21

Product advertising

Back 21

An advertising message that focuses on a specific good or service

Front 22

Promotion mix

Back 22

The major elements of marketer-controlled communications, including advertising, sales promotion, public relations, personal selling, and direct marketing

Front 23

Prospecting

Back 23

A part of the selling process that includes identifying and developing a list of potential or prospective customers

Front 24

Public relations (PR)

Back 24

Communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators

Front 25

Public service advertisements (PSAs)

Back 25

Advertising run by the media without charge for not-for-profit organizations or to champion a particular cause

Front 26

Push money

Back 26

A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its products

Front 27

Push strategy

Back 27

The company tries to move its products through the channel by convincing channel members to offer them

Front 28

Pull strategy

Back 28

The company tries to move its products through the channel by building desire for the products among consumers, thus convincing retailers to respond to this demand by stocking these items

Front 29

Reach

Back 29

The percentage of the target market that will be exposed to the media vehicle

Front 30

Relationship selling

Back 30

A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers

Front 31

Sales management

Back 31

The process of planning, implementing, and controlling the personal selling function of an organization

Front 32

Sales presentation

Back 32

The part of the selling process in which the salesperson directly communicates the value proposition to the customer, inviting two-way communication

Front 33

Sales promotion

Back 33

Programs designed to build interest in or encourage purchase of a product during a specified period

Front 34

Sponsorships

Back 34

PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution

Front 35

Trade shows

Back 35

Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts

Front 36

Transactional selling

Back 36

A form of personal selling that focuses on making an immediate sale, with little or no attempt to develop a relationship with the customer

Front 37

Unique selling proposition (USP)

Back 37

An advertising appeal that focuses on one clear reason why a particular product is superior

Front 38

Word of mouth (WOM)

Back 38

The act of consumers providing information to other consumers

Front 39

Flighting

Back 39

A media schedule that involves more advertising at certain times and less advertising during other time periods

Front 40

Bonus Packs

Back 40

A special container, package, carton, or other holder in which the consumer is given more of the product for the same or perhaps even lower price per ounce or unit than in the regular container

Front 41

Media Relations

Back 41

Linkages with the media personalities that facilitate an organization in getting a favorable, timely, and widespread editorial coverage

Front 42

Pulsing

Back 42

There is some spending during all periods of the schedule, but there are periods in which the spending is notably heavier than others. This approach stands in contrast to a continuous media pattern in which equal amounts of spending are allocated to all time periods of the schedule.

Front 43

Quota-bonus

Back 43

A plan that involves a basic salary and commissions paid on sales in excess of a predetermined quota

Front 44

Sales Training

Back 44

A formal or informal program designed to educate the sales force and convey management expectations of job responsibilities

Front 45

Straight commission

Back 45

A sales force compensation plan that uses commissions as the sole basis for pay

Front 46

Straight Salary

Back 46

A sales force compensation plan that relies exclusively on salary as a financial reward for salespeople

Front 47

Qualify

Back 47

Determining whether a suspect has the characteristics that enables the suspect to be classified as a prospect