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79 Cards in this Set

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  • Back
Product/Brand placement
Marketing communication activity in which companies have their products embedded in movies, TV, and other entertainment
Non-personal communication that an identified sponsor pays for that uses mass media to persuade or inform an audience
Product advertising
An advertising message that focuses on a specific good or service
Institutional advertising
An advertising message that promotes the activities, personality, or point of view of an organization or company
Advocacy advertising
A type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome
Public Service Advertisements(PSAs)
Advertising run by the media without charge for not-for-profit organizations or to champion a particular cause
Advertising campaign
A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
Limited-service agency
An agency that provides one or more specialized services, such as media buying or creative development
Full-service agency
An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages
Corrective Advertising
Advertising that clarifies or qualifies previous deceptive advertising claims
Claims made in advertising of product superiority that cannot be proven true or untrue
Creative strategy
The process that turns a concept into an advertisement
Advertising appeal
The central idea or theme of an advertising message
Unique selling proposition (USP)
An advertising appeal that focuses on one clear reason why a particular product is superior
research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
Media planning
The process of developing media objectives strategies and tactics for use in an advertising campaign
The best place and time to reach a person in the target market group
Internet advertising in the form of rectangular graphics at the top or bottom of Web pages
Small banner-type advertisements that can be placed anywhere on a Web Page
Permission marketing
e-mail advertising in which on-line consumers have the opportunity to accept or refuse the unsolicited e-mail
Out-of-home media
A communication medium that reaches people in public places
Place-based media
Advertising media that transmit messages in public places, such as doctor’s offices and airports, where certain types of people congregate
Branded entertainment
A form of advertising in which marketers integrate products into entertainment venues
Brand placements in video games
Media schedule
The plan that specifies that exact media to use and when to use it
Advertising exposure
The degree to which the target market will see an advertising message placed in a specific vehicle
The number of people who will be exposed to a message placed in one or more media vehicles
The percentage of the target market that will be exposed to the media vehicle
The average number of times a person in the target group will be exposed to the message
Gross rating points (GRPs)
A measure used for comparing the effectiveness of different media vehicles: average reach X frequency
Cost per thousand (CPM)
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 1,000 people or homes
Research conducted on consumers’ responses to actual advertising messages they have seen or heard
Unaided recall
A research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand
Aided recall
A research technique that uses clues to prompt answers from people about advertisements they might have seen
Attitudinal measures
A research technique that probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it
Sales promotion
Programs designed to build interest in or encourage purchase of a product during a specific period
Trade promotions
Promotions that focuses on members of the “trade” which includes distribution channel members, such as retail salespeople or wholesales distributors, that a firm must work with in order to sell its products
Merchandising allowance
Reimburses the retailer for in-store support of the product
Case allowance
A discount to the retailer or wholesaler based on the volume of product ordered
Co-op advertising
A sales promotion where the manufacturer and the retailer share the cost
Trade shows
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
Promotional products
Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed, directly to consumers and business customers; other are intended for channel partners such as retailers and vendors
Point of purchase (POP) displays
In-store displays and signs
Push money
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer
Frequency programs
Consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs
Items offered free to people who have purchased a product
Product sampling
Distributing free trial-size versions of a product to consumers
Public relations (PR)
Communication function that seeks to build good relationships with an organization’s publics, including consumers, stockholders, and legislators
Unpaid communication about an organization that appears in the mass media
Public relations campaign
A coordinated effort to communicate with one or more of the firm’s policies
Press release
Information that an organization distributes to the media intended to win publicity
Talking with and providing information to government officials in order to influence their activities relating to an organization
PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
Personal selling
Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
Order taker
A salesperson whose primary function is to facilitate transactions that the customer initiates
Technical specialist
A sales support person with a high level of technical expertise who assists in product demonstrations
Missionary sales person
Promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
New-business salesperson
The person responsible for finding new customers and calling on them to present the company’s products
Order getter
A salesperson who works to develop long-term relationships with particular customers or to generate new sales
Team selling
The sales function when handled by a team that may consist of a sales person, a technical specialist, and others
Transactional selling
A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
Relationship selling
A form of personal selling that involves securing, developing, and maintaining long term relationships with profitable customers
Creative selling process
The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information
A part of the selling process that includes identifying and developing a list of potential or prospective customers
A part of the selling process that includes developing information about prospective customers and planning the sales interview
The firs step of the actual sales presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression, and build rapport
Sales presentation
The part of the selling process in which the salesperson directly communicates the value proposition to the consumer and invites two-way communication
The stage of the selling process in which the salesperson actually asks the customer to buy the product
Activities after the dale that provide important services to customers
Sales management
The process of planning, implementing, and controlling the personal selling function of an organization
Sales territory
A set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible
Direct marketing
Any direct communication to a consumer or business recipient 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
A collection of products offered for dale in book form, usually consisting of product descriptions accompanied by photos of the items
Direct mail
A brochure or pamphlet that offers a specific good or service at one point in time
The use of the telephone to sell directly to consumers and business customers
Direct-response advertising
A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Direct response TV (DRTV)
Advertising on TV that seeks a direct response, including short commercials of less then two minutes, 30 minute or longer infomercials and home shopping networks
Half-hour long commercials that resemble a talk show but actually are sales pitchers