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23 Cards in this Set

  • Front
  • Back
Dane Mcgoldrick
a big fucking douche bag
Promotions opportunity analysis
process used by marketers to identify target audiences and the communication strategies needed to meet those audiences.
Communication market analysis
process of discovering the organization's strengths and weaknesses in the area of marketing communication.
Benchmark measures
Starting points that are studied in relation to the degree of change following a promotional campaign.
Threshold effects
It takes a seeing a company's advertisement a certain number of times before a consumer will recognize that company.
Sales-response function curve
An S-shaped curve hat shows when threshold and diminishing effects are present.
Concave downward function
A model of the diminishing returns of advertising expenditures.
Marginal analysis
A model showing when additional expenditures on advertising have an adverse affect on profit.
Carryover effects
For products that are only purchased when needed. The goal is to get the consumer familiar with the company message, so when it's time to buy, they choose you. Example: toilet paper.
Wear-out effects
Declines in the effectiveness of advertising when an ad becomes old or boring.
Decay effects
Declines in the effectiveness of advertising when advertising stops and people forget about the company.
Percentage of sales method
When communications budgeting is based on the sales rom the previous year or anticipated sales for the coming year.
Meet-the-competition method
When the primary goal is to prevent the loss of market share, which occurs in highly competitive markets where rivalries between competitors are intense.
"what can we afford" method
When the marketing budget is set after communications monies are allocated- based on what the firm feels it can afford to spend.
Objective and task method
When management budgets off of a list of all of the objectives it wants to accomplish during the year.
Payout planning
A budgeting method that establishes a ratio of advertising to sales or market share.
Sweeping guidelines that make up a company's marketing efforts.
Activities companies do to support overall promotions.
Market segmentation
The identification of specific purchasing groups based on their needs, attitudes, and interests.
Market segment
A group of individual consumers with distinct characteristics.
The study of population characteristics.
The study of patterns in responses that reveal a person's activities, interests, and opinions.
Cultural assimilator
A person who is familiar with the culture of a given country, who helps market in that country.