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49 Cards in this Set
- Front
- Back
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When a company deliberately coordinates messaging |
Integrated Marketing Communications (IMC) |
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Creating, maintaining, and enhancing long term bonds with customers |
Relationship Marketing |
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A company must choose carefully who they're targeting. What's one thing advertising can't make up for? |
Bad experience |
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What should a company's first market be? |
Current customers |
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Primary benefits on focusing on relationships |
Increased customer value |
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Type of relationship when a company does not follow up after a sale |
Basic transactional |
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Type of relationship where the customer is encouraged to contact the seller with problems |
Reactive Relationship |
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Type of relationship where the salesperson calls shortly after the sale to ensure everything is ok |
Accountable relationship |
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Type of relationship where a salesperson frequently calls customers, especially about deals |
Proactive relationship |
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Type of relationship where sales and customer practically work hand in hand for the best solution for both parties |
Partnership |
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What is true about a company's stakeholders? |
There's often overlap in stakeholder roles |
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Structural and composed non personal and paid for communication of products from a company to a customer |
Advertising |
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Of all the business functions, the only one where their job is to bring in revenue |
Marketing |
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Activity for communicating, exchanging, and delivering offerings |
Marketing |
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A firm's advertising is always aimed toward a particular segment |
Target audience |
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A firm's marketing activities are always aimed toward a particular market |
Target market |
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Basic function of branding |
Identify products and differentiation of them from other products |
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What is a benefit for the company for providing a strong brand |
Garner customer loyalty |
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What is true of a market economy |
People and firms pursue their own goals |
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An ad in offers a product for a 30 day trial. What are they trying to do? |
Induce customers into trying the product out |
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Example of product differentiation |
Its brands are not only more quality, but better |
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A feature that differentiates a product from other products on the market is an example of |
Unique selling proposition |
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Unique groups that can benefit from different products |
Market segmentation |
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A marketing campaign intended to slow demand for a type of products |
Demarketing |
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In advertising, market segmentation is the process of |
Searching for unique groups of people |
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USP is |
A feature that differentiatiates a product from the rest |
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Positioning is |
How the target market perceives the product or service |
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An effective way to make consumers think about the brand the way you want them to |
Positioning |
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How does advertising help a brand |
Making products better known |
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As a cost of doing business, advertising is ultimately paid for by |
The consumer |
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What supports "advertising supports a healthy economy"? |
Consumers are now more informed and manufacturers should be held more accountable for their advertising |
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Exaggerated claims that can't be proved true or false |
Puffery |
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When Pensacola, FL says they're " the best beachfront in America" what are they doing? |
Using puffery |
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A socially responsible company is more likely to |
Act in the interest of the community |
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What is the first level of ethical responsibility |
Societal level |
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What's the last level of ethical responsibility? |
Ethics definition itself |
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FTC defines misrepresentation in advertising as |
Deceptive advertising |
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A document advertisers sign from the FTC that stops them from false advertising |
Consent decree |
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If you don't sign a consent decree, what does the FTC do? |
Cease and desist |
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The ad business has evolved into 4 groups, which one isn't? |
Customers |
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Advertisers are usually referred to as |
The clients |
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A national manufacturer assisting a distributor with mail fliers for the product is an example of |
Cooperative advertising |
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Jill and Joel company sell above ground swimming pools. A hot tub company offers to pay 60% of advertising costs if they market their hot tubs. What is this? |
Vertical co-op |
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If you're a multinational company doing advertising in multiple countries, what are they called? |
Global marketers |
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American Association of Advertisers defines a group of professionals to help with advertising for companies as |
Ad agency |
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Advantage of using an independent agency |
Outside objective viewpoint |
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Whar isn't true of creative boutiques |
They provide market research and other means |
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A company that buys unsold media time and resells it is called |
Media buying service |
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If an agency takes a 15% stake in the advertising cost, what method is this for an ad agency? |
Media commission |
