M 3367 081 Advertising: Chapter 15

Coupon

A certificate with a stated call that is presented to a retail store for a price reduction on a specified item.

Exhibits

A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows.

Sweepstakes

A sales promotion activity in which prizes are offered based on a chance drawing of entrants' names.

Combination offers

A sales promotion device in which two related products are packaged together at a special price, such as razor and a package of blades.

Pull strategies

Activities aimed at inducing trial purchase and repurchase by consumers.

Database marketing

Addressability is the goal of DATABASE MARKETING. Database marketers build and maintain a pool of data on current and prospective customers (and other stakeholders) and communicate with them using a variety of media (from personal contact to direct mail to mass media).

Direct-response advertising

Advertising that asks the reader, viewer, or listener to provide a response (ideally in the form of a purchase) straight to the sender.

Trade promotions

Aimed at wholesalers and retailers to induce product purchase, display, and consumer sales promotion

Spiffs

Also called push money, Monetary inducement for ratio salespeople to push the sale of particular products.

Rebates

Cash refunds on items from groceries to household appliances to cars, offered as incentives to purchase the products.

Direct response

Asks the reader, listener, or viewer to provide feedback straight to the sender. Direct mail Catalog sales Direct-response print advertising Direct-response broadcast advertising Direct-response digital interactive media

Booths

At trade shows a major factor in sales promotion plans. To stop traffic it must be simple and attractive and have good lighting and a large visual.

Direct marketing

Defined by the Direct Marketing Association (DMA) as "an interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead , retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutual beneficial relationships between marketers and customers, prospects, or donors."

Sales promotion

Direct inducement offering extra incentives all along the marketing route. To accelerate the movement of the product from the producer to the customer.

Database

Enables marketers to target, segment, and grade customers.

Packaging

Encompasses the physical appearance of the container. It includes the design, color, shape, labeling, and materials used.

Trade shows

Exhibitions where manufacturers, dealers, and buyers of get together for product demonstrations and discussions .

Direct selling

Face-to-face selling away from a fixed retail location.

Slotting allowances

Fees paid by manufacturers to retailers for obtaining shelf or floor space for a new product.

Display allowances

Fees paid to retailers to make room for and set up manufacturers' displays.

Push strategies

Help get products into the dealer pipeline and accelerate sales by offering inducements to dealers, retailers, and salespeople.

Personal selling

Interpersonal communication process by which a seller ascertains and satisfies the needs of a buyer.

Buyback allowances

Manufacturer's offer to pay for an old product to take it off the shelf to make room for the new product.

Point of purchase

Materials set up at a retail location to build traffic, adverse the product, and promote impulse buying.

Sampling

Offering consumers a free trial of a product, hoping to covert the mot habitual use.

Diverting

Purchasing large quantities of an item at a regional promotional discount and shipping portions to areas of the country where the discount isn't being offered.

Catalogs

Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.

Loyalty programs

Reward customers with discounts and free products in return for frequent and continuous patronage.

Telemarketing

Selling products and services by using the telephone to contact prospective customers.

Direct sales

Selling to customers directly, at home or at work.

Trade advertising

Stimulates intermediaries to buy goods for resale to customers or for use in their businesses.

Customer lifetime value

Total sales or profit value of a customer to a marketer over the course of that customer's lifetime.