Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
79 Cards in this Set
- Front
- Back
|
Product/Brand placement
|
Marketing communication activity in which companies have their products embedded in movies, TV, and other entertainment
|
|
|
Advertising
|
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
|
|
|
Puffery
|
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
|
|
|
Pretesting
|
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
|
|
|
Aperture
|
The best place and time to reach a person in the target market group
|
|
|
Banners
|
Internet advertising in the form of rectangular graphics at the top or bottom of Web pages
|
|
|
Buttons
|
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
|
|
|
Advergaming
|
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
|
|
|
Impressions
|
The number of people who will be exposed to a message placed in one or more media vehicles
|
|
|
Reach
|
The percentage of the target market that will be exposed to the media vehicle
|
|
|
Frequency
|
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
|
|
|
Post-testing
|
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
|
|
|
Rebates
|
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
|
|
|
Premiums
|
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
|
|
|
Publicity
|
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
|
|
|
Lobbying
|
Talking with and providing information to government officials in order to influence their activities relating to an organization
|
|
|
Sponsorships
|
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
|
|
|
Prospecting
|
A part of the selling process that includes identifying and developing a list of potential or prospective customers
|
|
|
Pre-approach
|
A part of the selling process that includes developing information about prospective customers and planning the sales interview
|
|
|
Approach
|
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
|
|
|
Close
|
The stage of the selling process in which the salesperson actually asks the customer to buy the product
|
|
|
Follow-up
|
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
|
|
|
Catalog
|
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
|
|
|
Telemarketing
|
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
|
|
|
Infomercials
|
Half-hour long commercials that resemble a talk show but actually are sales pitchers
|
