Mktg 340--Chapter 4: Promotions Opportunity Analysis

Front 1

Promotions opportunity analysis

Back 1

The process marketers use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences.

Front 2

Communication market analysis

Back 2

The process of discovering the organization's strengths and weaknesses in the area of marketing communication.

Front 3

Benchmark measures

Back 3

Starting points that are studied in relation to the degree of change following a promotional campaign.

Front 4

Threshold effects

Back 4

For new products, initial advertisements yield little behavioral response; however, over time, a consumer who is exposed enough times to a company's marketing message will recall the company and eventually become wiling to make a purchase.

Front 5

Sales-response function curve

Back 5

An S-shaped curve that indicates when threshold effects are present and when diminishing returns are present.

Front 6

Concave downward function

Back 6

A model of the diminishing returns of advertising expenditures on sales.

Front 7

Marginal analysis

Back 7

A model that shows when additional expenditures on advertising and promotions have an adverse effect on profits.

Front 8

Carryover effects

Back 8

When products are only purchasees when needed, promotions for those products must be desinged to generate a situation in which the consumer has been exposed to the company's message for so long that when the time comes to buy, the consumer remembers the key company.

Front 9

Wear-out effects

Back 9

Declines in advertising effectiveness that occur when ad or marketing communication becomes "old" or "boring"

Front 10

Decay efects

Back 10

Declines in advertising effectiveness that occur when advertising stops and consumers begin to forget abou the company.

Front 11

Percentage of sales method

Back 11

A form of communications budgeting in which budgeting is based on sales from the previous year or anticipated sales for the coming year.

Front 12

Meet-the-competition method

Back 12

A method of comunications budgeting in which the primary rationale is to prevent the loss of market share, which occurs in highly competitive markets where rivalries between competitors are intense.

Front 13

"What we can afford" method

Back 13

A method of communications budgeting in which the marketing budget is set after all of the company's other budgets have been determined and communications monies are allocated based on what the firm feels it can afford to spend.

Front 14

Objective and task method

Back 14

A form of communications budgeting in which management first lists all of the objectives it wants to accomplish during the year and then budgets to meet those objectives.

Front 15

Payout planning

Back 15

A budgeting method that establishes a ratio of advertising to sales or market share.

Front 16

Strategies

Back 16

Sweeping guidelines concerning the essence of the company's marketing efforts.

Front 17

Tactics

Back 17

The activities companies do to support overall promotional strategies.

Front 18

Market segmentation

Back 18

The identification of specific purchasing groups based on their needs, attitudes, and interests.

Front 19

Market segment

Back 19

A set of businesses or group of individual consumers with distinct characteristics.

Front 20

Demographics

Back 20

The study of population characteristics.

Front 21

Psychographics

Back 21

The study of patterns of responses that reveal a person's activities, interests, and opinions (AIO).

Front 22

Cultural assimilator

Back 22

A person who is familiar with the local language and culture of a given country who can help marketing efforts in that particular country.