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16 Cards in this Set
- Front
- Back
advertising
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Any paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience.
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AIDA concept
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Steps through which an individual reaches a purchase decision: attention, interest, desire, and action.
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direct mail
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Communications in the form of sales letters, postcards, brochures, catalogs, and the like conveying messages directly from the marketer to the customer.
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direct marketing
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Direct communications, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store or Web site visits.
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guerilla marketing
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Unconventional, innovative, and low-cost marketing techniques designed to get consumers’ attention in unusual ways.
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integrated marketing communications (IMC)
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Coordination of all promotional activities to produce a unified, customer-focused promotional message.
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marketing communications
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Messages that deal with buyer–seller relationships.
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nonpersonal selling
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Promotion that includes advertising, sales promotion, direct marketing, guerilla marketing, and public relations—all conducted without being face-to-face with the buyer.
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personal selling
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Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer.
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promotion
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Communication link between buyers and sellers. Function of informing, persuading, and influencing a consumer’s purchase decision.
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promotional mix
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Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives.
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public relations
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Firm’s communications and relationships with its various publics.
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pulling strategy
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Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel.
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pushing strategy
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Promotional effort by the seller directed to members of the marketing channel rather than final users.
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sales promotion
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Marketing activities other than personal selling, advertising, guerilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness.
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sponsorship
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Event/sponsor relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity.
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