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50 Cards in this Set
- Front
- Back
promotion
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communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
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promotional strategy
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a plan for the optimal use of the elements of marketing: advertising, public relations, personal selling, and sales promotion
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competitive advantage
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the unique set of features of a company and its products that are perceived byt he target market as significant and superior to the competition
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promotional mix
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the combination of promotional tools used to reach the target market and fulfill the organization's overall goals
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advertising
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impersonal, one-way mass communication about a product or organization that is paid for by the marketer
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public relations
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the marketing function that evaluates public attitudes, identifies ares within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
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publicity
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public information about a company, product, service, or issue appearing in the mass media as a news item
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sales promotion
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marketing activities-- other than perosnal selling, advertising, and public relations-- that stimulate consumer buying and dealer effectiveness
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personal selling
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a purchase situation involving a personal, paid-for communication between two people in attempt to influence each other
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communication
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the process by which meanings are exchanged or shared through a common set of symbols
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interpersonal communication
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direct, face-to-face communication between two or more people
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mass communication
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the communication of a concept or message to large audiences
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sender
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the originator of the message in the communication process
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encoding
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the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs
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channel
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a medium of communication for transmitting a message
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noise
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anything that interferes with, distorts, or slows down the transmission of information
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receiver
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the person who decodes a message
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decoding
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interpretation of the language and symbols sent by the source through a channel
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feedback
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the receiver's response to a message
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AIDA
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attention, interest, desire, action
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push strategy
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a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell particular merchandise
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pull strategy
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marketing strategy that stimulates consumer demand to obtain product distribution
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Integrated Marketing Communication (IMC)
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the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer
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advertising response function
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a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
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institutional advertising
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a form of advertising designed to enhance a company's image rather than promote a particular product
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product advertising
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a form of advertising that touts the benefits of a specific good or service
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advocacy advertising
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a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
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pioneer advertising
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a form of advertising designed to stimulate primary demand for a new product or product category
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competitive advertising
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a form of advertising designed to influence demand for a specific brand
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comparative advertising
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a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
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advertising campaign
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a series of related advertisements focusing on a common theme, slogan,m and set of advertising appeals
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advertising objective
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a specific communication task that a campaign should accomplish for a specific target audience during a specific period
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advertising appeal
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a reason for a person to buy a product
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unique selling proposition
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a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
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medium
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the channel used to convey a message to a target market
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media planning
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the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
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cooperative advertising
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an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
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media mix
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the combination of media to be used for a promotional campaign
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cost per contact
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the cost of reaching one member of the target market
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reach
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the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
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frequency
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the number of times an individual is exposed to a given message during a specific period
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audience selectivity
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the ability of an advertising medium to reach a precisely defined market
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product placement
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pr strategy that involves getting a product, service, or company name to appear in a movie, tv show, magazine, newspaper, etc.
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crisis management
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a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
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consumer sales promotion
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sales promotion activities targeting the ultimate consumer
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trade sales promotion
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sales promotion activities targeting a market channel member, such as wholesaler or retailer
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trade allowance
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a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers
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push money
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money offered to channel intermediaries to encourage them to "push" products
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relationship selling
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sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction
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sales process
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the set of steps a salesperson goes through in a particular organization to sell a particular product or service
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