UARK ADPR 3723 ADVERTISING PRINCIPLES EXAM 2

Marcom manager:

(some firms now fold these duties into the chief marketing officer role) plans an organization's overall communications program and oversees the various functional specialists inside and outside the organization. The goal is to ensure that everyone works together to deliver the desired message to the customer.

CONSUMER MARKET SALES PROMOTION TECHNIQUES

1. Coupons 2. Price off deals 3. Premiums and advertising specialties 4. Contests and sweepstakes 5. Sampling and trial offers 6. Gift cards 7. Rebates 8. Frequency (continuity) programs

TRADE PROMOTION SALES PROMOTION TECHNIQUES

1. Incentives 2. Allowances 3. Sales-training programs 4. Cooperative advertising

OBJECTIVES FOR CONSUMER MARKET SALES PROMOTION:

1. Stimulate trial purchase 2. Stimulate repeat purchase 3. Stimulate larger purchases 4. Introduce a new brand, service or product 5. Combat or disrupt competitor's strategies

BUSINESS MARKET SALES PROMOTION TECHNIQUES:

1. Trade shows 2. Business gifts 3. Premiums and advertising specialties 4. Trial offers 5. Frequency programs

Infomercial:

5 to 60 minute information programs that promote a brand and offer direct purchase to viewers.

Full-service agency departments:

Account services, Creative and production services, Media planning and buying services, Administrative services

Agency services:

Account services,Creative research and development,Creative & production services,Marketing services, Media planning, research & buying service, Public relations, Direct-marketing and promotion services, Administrative services

ADVANTAGES AND DISADVANTAGES OF DIRECT MAIL

Advantages: Reaches the selective person; little waste, Flexible medium that allows the message adaptations on iterally a household-by-household basis; makes it personal Disadvantages: Costs 15-20 times more to reach a person, Bad addresses, Questionable delivery dates

Client:

Advertisers are also referred to as this by their advertising and promotion agency partners. Different types of advertisers use advertising and promotion somewhat differently depending on the type of product or service they market.

TYPES OF ADVERTISING & PROMOTION AGENCIES

Advertising agencies Full service agency, Creative Boutique, Digital/ interactive agencies,In-house agencies, Media specialists Promotion agencies Direct marketing & database agencies, Sales promotion agencies, Event-planning agencies, Design firms, Public relations firms

Promotion Agency:

Although Advertisers often rely on an advertising agency as a steering organization for their promotional efforts, many specialized agencies often enter the process . This is because advertising agencies, been full-service agencies, will concentrate more on the advertising and often only provide a few key ancillary services for other promotional efforts. This is particularly true in the current era, in which new media are offering so many different ways to communicate to target markets.

ADVANTAGES OF DIRECT MARKETING:

Business advantages:E-commerce and website allows a company to communicate directly with consumers, Changes in consumer lifestyles and technological developments create a climate more conducive to practice direct marketing (e.g, vending machines now selling more than food), Offering unique advantages vis-a-vis conventional mass media advertising (e.g. sponsored events, direct social medial or online direct consumer comm, mail or email direct consumer comm, phone calls, e-commerce, online chats, or face to face selling conversations. Measurable and easily integrated with synergistic forms of integrated brand promotion Consumer advantages: Convince, Easy, mobile, payment options, Telecommunication for direct contact with the company, Internet; easy access

Agency compensation:

Commissions, Markup charges, Fee systems, Pay-for-results

TYPES OF SALES PROMOTIONS

Consumer-market: A type of sales promotion designed to induce household consumers to purchase a firm's brand rather than a competitors brand Trade-market: sales promotion that is designed to motivate distributors, wholesalers, and retailers to stock and feature a firm's brand in the merchandising programs Business-market: promotion designed to cultivate buyers from large corporations and organizations who are making purchase decisions about a wide range of products

ROLE OF SALES PROMOTIONS IN THE MARKETING MIX:

Encourages more immediate & short term responses, whereas the purpose of advertising is to cultivate an image, loyalty and repeat purchases over long term

Contest:

In this, consumers compete fir prizes based on skill or ability. Winners are determined by a panel of judges, based on which contestant comes closest to a predetermined criterion for winning, or determined by consumer vote.

TYPES OF ADVERTISERS:

Manufactures and service firms, Trade resellers,Federal, State & Local Govt, Social & not-for-profit organizations,Advertisers, Clients

Customer relationship management (CRM):

Salespeople can play a critical role as well in cultivating long-term relationships with customers. As an example, Merck spends 12 moths training its sales representatives not only in knowledge of pharmaceutical products but also in trust-building techniques.

Cross-selling:

Since most organizations today offer a variety of products / services, one of the best ways to build a business is to identify customers who already purchased some of a firm's products and create marketing programs to sell additional products to these customers. If they like our ice cream, lets encourage them to buy our frozen yoghurt.

Sponsor spillover:

Sponsorships change each year for some annual events, and the good news to the earlier sponsor is it may still get "credit" for being the sponsor in the consumers memory- even when a new brand is the sponsor, which is great news to the previous sponsor and bad news to the new sponsor.

Order taking:

The least complex type of personal selling. It involves accepting orders for merchandise or scheduling services. --- deal with existing customers who are lucrative to business due to the low cost of generating additional revenues from them.

Sponsorship articulation:

The tactic brand builders are looking for benefits through unique associations with something different and hip via process that anthropologist Grant McCracken has labeled "the movement of meaning." The meaning can then be explained with traditional media or other forms of integrated brand promotion that explains the event sponsorship.

Sales Promotion Agencies:

These specialists design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers. It is important to recognize that these agencies can specialize in consumer sales promotions.

In-house Agency

This option has the advantage of greater coordination and control in all phases of the advertising and promotion process, including control over customer information and market analyses- an important point in this era of big data.

Push strategy:

When marketers devise incentives for the trade market, they are executing a this strategy. That is, sales promotions directed at the trade help push a brand into the distribution channel until it ultimately reaches the consumer. Four primary objectives can be identified for these promotions.

On-package sampling;

a technique in which the sample is attached to another product package, is useful for brands targeted to current consumers. Attaching a small bottle of ivory conditioner to a regular sized container of ivory shampoo is a logical strategy.

Mail sampling:

allows samples to be delivered through postal service. Again, the value here is that certain zip-code markets can be targeted. A drawback is that the sample must be small enough to be economically feasible in the mail. Specialty sampling firms provide targeted geodemographic door-to-door distribution as an alternative to the postal service. A newer manifestation of mail sampling is the consumer "box" subscription (ex fab fit fun, birch box, bark box). Where consumers order boxes of samples in a category in their interests (ie babies, beauty & pets)

Direct Marketing Agency:

along with database agencies maintain and manage large databases of mailing lists as one of their services. These firms can design direct marketing campaigns that use either (1) mail or telemarketing or (2) direct-response campaigns using all forms of media. These agencies help advertisers construct databases of target customers, merge databases, develop promotional materials, and then execute the campaign. In many cases, these agencies maintain fulfillment centers.

Database Agency:

along with direct marketing agencies maintain and manage large pools of mailing lists as one of their services. These firms can design direct marketing campaigns that use either (1) mail or telemarketing or (2) direct-response campaigns using all forms of media. These agencies help advertisers construct __ of target customers, merge ___,develop promotional materials, and then execute the campaign. In many cases, these agencies maintain fulfillment centers.

Frequency Programs:

also referred as continuity programs or loyalty card programs, offer consumer discounts or free product rewards for repeat purchase or patronage of the same brand, company or retailer. These programs were pioneered by airline companies. Frequent-flyer programs such as Delta Airlines Skymiles, frequent stay programs such as Marriott's rewards program, and frequent renter program's such as Hertz's gold-plus rewards are examples of such loyalty building activities.

Leveraging:

any collateral communication or activity reinforcing the link between a brand and an event.

Internal lists:

are an organization's records of its own customers, subscribers, donors, and inquirers. Many organizations, including Bean, invite customers to join the list to receive catalogs, promotional offers, and other communications.

Advertiser:

are business, not-for-profit, and government organizations that use advertising and other promotional techniques to communicate with target markets and to stimulate awareness and demand for their brands.

Trade shows:

are events at which several related products from many manufacturers are displayed and demonstrated to members of a trade.

Premiums:

are items offered free or at a reduced price with the purchase of another item. Many firms offer a related product free, such as a granola bar packed inside a box of granola cereal. Service firms, such as a car wash or dry cleaner, may use two-for-one offer to persuade consumers to try the service.

External Facilitator:

are organizations or individuals that provide specialized services to advertisers and agencies.

Media Specialist:

are organizations that concentrate in buying media time and space and offer media strategy consulting to advertising agencies and advertisers. The task of strategic coordination of media and promotional efforts has become more complex because of the proliferation of media options and extensive use of promotional tools beyond advertising. One additional advantage of using --- is that since they buy media in large quantities, they often acquire media time at a much lower cost than an agency or advertiser could.

External lists:

are purchased from a list compiler or rented from a list broker or some other source.

Direct Mail:

are the direct marketer's traditional media, such as magazines, radio, and television can be used to deliver direct response advertising. More recently, companies and orgs use email and text messages as a most economical means of interacting with customers.

Telemarketing;

are the direct marketer's traditional media, such as magazines, radio, and television can be used to deliver direct response advertising. More recently, companies and orgs use email and text messages as a most economical means of interacting with customers.

Branded experience:

are the essence of experiential marketing. The difference is this refers to the consumer experience itself.

Support media;

are used to reinforce or supplement a message being delivered via some other media vehicle. They are essentially productive when used to deliver a message near the time or place where consumers are actually contemplating product selections, like the billboards along a highway advertising gas stations, restaurants, or motels.

RFM analysis:

asks how recently and how often a specific customer is buying from a company and how much money he or she is spending per order and over time. With this transaction data, it is a simple matter to calculate the value of every customer to the organization and identify the most business in the past. Past behaviors can be an excellent, but not perfect, predictor of future behavior, so yesterday's best customers are likely to be any organization's primary source of future business.

Missionary salesperson:

calls on accounts with the express purpose of monitoring the satisfaction of buyers and updating buyers' needs but may provide product information after a purchase. Many firms also use direct marketing tools like telephone and email reminders to complement the efforts of the ___ in maintaining a dialogue with key customers.

Consumer-market sales promotion:

can be either price promotions or not and includes the following: coupons/e-coupons, price off deals, premiums, contests, sweepstakes, sampling, trail offer rebates, loyalty/frequency programs, gift cards. All of these incentives are ways of inducing household consumers to try or purchase a firm's brand rather than a competitor's brand in the short run.

Aerial Advertising;

can involve airplanes pulling signs or banners, skywriting, or those majestic blimps and dirigibles.

Content Marketing:

creating and posting relevant informational messages for target audiences online and on social media, accessible whenever targeted decision makers are considering a purchase. The focus is on making and sharing value-added message of interest to the target market's audience of decision makers, whether it's a presentation of facts and figures, a product demonstration, or background details about how to solve a particular problem. can be presented to target audiences through integration of promotional efforts.

Trade-Market sales promotion;

designed to help advertisers use promotions aimed at wholesalers, retailers, vendors, and trade resellers. These agencies are experts in designing incentive programs, trade shows, sales force contests, in store merchandising, and point-of-purchase materials.

Types of promotion agencies

direct marketing & database agencies, sales promotion agencies, event-planning agencies, design firms, public relations firms

Fulfillment Center:

ensure that customers receive the product ordered through direct mail.

Media impressions:

entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media.

System selling:

entails selling a set of interrelated components that fulfill all or a majority of a customer's needs in a particular area. ____ has emerged because of the desire on the part of customers for "system solutions."

Coupon:

entitles a buyer to a designated reduction in price for a product or service. are the oldest and most widely used form of sales promotion. Annually about 360 billion are distributed to American consumers. One counterintuitive fact is that more affluent households dominate usage with 41% of heavy using households having incomes greater than $70,000. Also, users tend to redeem multiple on each shopping occasion, indicating that these consumers are price sensitive.

Event-planning Agency:

event sponsorship can be targeted to household consumers or the trade market. Event-planning agencies and organizers are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional event: audio/visual people, caterers, security experts, entertainers, celebrity participants, or whoever is necessary to make the event come about successfully.

Digital/interactive Agency:

focus on ways to use online, mobile and social media solutions for direct marketing and target market communications.

Marketing database:

for a mailing list to qualify as a ---, one important additional type of information is required. Although a --- can be viewed as a natural extension of an internal mailing list, a ---- also includes information collected directly from individual customers. Developing --- involves pursuing dialogues with customers and learning about their individual preferences and behavior patterns. This can be potent information for hatching marketing programs that will hit the mark with consumers.

Types of Advertising Agencies

full service agencies, creative boutique, digital/interactive agencies, in-house agencies, media specialists

Advertising Specialties:

have three key elements: a message placed on a useful item, given free to consumers, with no obligation to make a purchase. Popular examples are baseball caps, t- shirts, coffee mugs, pens, and calendars. This allows a firm to tout its company or brand name with a target consumer in an ongoing fashion.

Designers:

help a firm create the visual impression of a firm's advertising materials-particularly print, in-store display, or web graphics. They are also enlisted to create a firms logo.

Social Media:

highly accessible web-based media that allow the sharing of information between individuals and between individuals and groups (like Pinterest, instagram, Snapchat, facebook and yelp) has emerged as the most significant form or consumer control over information creation and communication.

Off-invoice allowance;

in which advertisers allow wholesalers and retailers to deduct a set amount from the invoice they receive for merchandise. This program is really just a price reduction offered to the trade on a particular marketer's brand. The incentive for the trade with this program is that the price reduction increases the margin (and profits) a wholesaler or retailer realizes on the off-invoiced brand.

Production services:

include producers (and sometimes directors) who take creative ideas and turn them into advertisements, direct mail pieces, and other IBP materials. Producers generally manage and oversee the endless details of the production of the finished advertisement or other promotion effort. Advertising agencies maintain the largest and most sophisticated creative and production staffs

Cinema Advertising:

includes those (sometimes annoying) ads that run in movie theaters before the film and other advertising appearing off-screen within a movie theater.

Out-of-home media advertising:

includes various advertising venues that reach primarily local audiences.

Event sponsorship:

involves a marketer providing financial support to help fund an event, such as a rock concert, tennis tournament, or hot dog-eating contest. In return, the marketer acquires the rights to display a brand name, logo, or advertising message on-site at that event. If the event is covered by TV, the marketer's brand and logo will most likely receive exposure with the television audience as well.

Crowdsourcing:

involves the online distribution of certain tasks to groups of experts, enthusiasts or even consumers. The idea behind this is to get consumers more involved with and committed to brand in a way that passive, intrusive advertising simply cannot. Consumers help "build the brand" with recommendations for features even advertising campaign images.

Transit advertising:

is a close cousin to billboard advertising, and in many instances it is usedd in tandem with billboards. This is popular advertising form around the world. These Ads can appear in many venues, including on the back of buildings, in subway tunnels, throughout sports stadiums, and on taxis, buses, and trucks.

Mailing list/ e-mail list:

is a file of names and addresses that an organization might use for contacting prospective or prior customers. ______ are plentiful, easy to access and inexpensive. The range of possibilities for targeting is mind-boggling, including groupings like subscribers to Bloomberg Business Week, kindergarten teachers, new home buyers, physical fitness trainers, or even the names of archaeologists in the United States.

Rebate:

is a money back offer requiring a buyer to mail in a form (although many are redeemed instantly at checkout) requesting the money back from the manufacturer rather than from the retailer (as in couponing). The rebate technique has be refined throughout the years and is now used by a wide variety of marketers for products as diverse as computers (Dell) to mouthwash (Warner-Lambert). This technique is particularly well suited for increasing the quantity purchased by consumers, so they're commonly tied to multiple purchases.

Sweepstakes:

is a promotion in which winners are determined purely by chance. Consumers need only to enter their names as a criterion for winning. This technique often uses official entry forms as a way for consumers to enter. A popular example is scratch off cards. Instant winner scratch off cards tend to attract customers.

Sampling:

is a sales technique designed to provide a consumer with an opportunity to use a brand on a trial basis with little to no risk. To say that this is a popular technique is an understatement. Most consumer-product companies use this technique in some manner, and they invest approx. $2.2 Billion a year in the technique. Surveys have shown that consumers are very favorable towards this, with 43% indicating that they would consider switching brands if they liked a free sample that was being offered. This is particularly useful for new products but should not be reserved for new products alone. It can be used successfully for establishing brands with weak market share in specific geographic areas. The five techniques are: in- store, mail, on-package, mobile & trial offers.

Price-off deal:

is a strait forward technique that offers a consumer cents or even dollars off merchandise at the P-O-P through specifically marked packages. The typical deal is a 10-25% price reduction. The reduction is taken from the manufacturer's profit margin rather than the retailer's (another point of contention in the power struggle). Manufacturers like this technique because it is controllable, plus, this deal when judged at the P-O-P can affect a positive price comparison against competitors.

DIRECT MARKETING:

is an interactive system of marketing that uses one or more advertising media to affect a measurable response and/or transaction at any location

Direct Marketing:

is an interactive system of marketing that uses one or more advertising media to affect a measurable response and/or transaction at any location.

Advertising Agency:

is an organization of professionals who provide creative and business services to clients in planning, preparing and placing advertisements. The reason so many firms rely on this is that agencies house a collection of professionals with very specialized talent, experience and expertise that simply cannot be matched by in-house talent.

Push money:

is another form of trade incentive. This is carried out through a program in which retail salespeople are offered a monetary reward featuring a marketer's brand with shoppers. The program is quite simple. If a salesperson sells a particular brand of, say, a refrigerator for a manufacturer as opposed to a competitor's brand, the salesperson will be paid an extra $50 or $75 "bonus" . One risk for incentive programs for the trade is that salespeople can be so motivated to win an award that they try may try to sell the brand to every customer, whether it fits that consumer's needs or not.

Account planner:

is assigned to clients to ensure that research input is included at each stage of development of campaign materials. Agencies understand that research, signaled by the appointment of this is key to successful promotional campaigns.

Commission System:

is based on the amount of money the advertiser spends on media. Under this method, 15% of the total amount billed by media organization is retained by the advertising or promotion agency as compensation for all costs in creating advertising/promotion for the advertiser. The only variation is that the rate typically changes to 16% for outdoor media.

Mobile sampling:

is carried out by logo-emblazoned vehicles that dispense samples, coupons, and premiums to consumers at malls, shopping centers, fairgrounds, and recreational areas. Planters, the peanut brand owned by kraft Heinz, has this traveling the country distributing free samples and encouraging sharing of selfies with Mr. Peanut on instagram and other social media. Another example is the Red Bull girls on campus driving around distributing free red bull in their Red Bull mini coopers.

Business-market sales promotion:

is designed to cultivate buyers in organizations or corporations who are making purchase decisions about a wide range of products, including computers, office supplies, and consulting services. Techniques used for business buyers are similar to the trade-market techniques and include the following: trade shows, premiums, incentives, loyalty/frequency programs.

Fee System:

is much like that used by consultants or attorneys, whereby the advertiser and the agency agree on an hourly rate for different services provided. The hourly rate can be based on average salaries within departments or on some agreed-on hourly rate across all services. This is the most common basis for promotion agency compensation.

In-store sampling:

is popular for food products (Costco) and cosmetics (Macy's). This is a preferred technique for marketers because the consumer is at the P-O-P and may be swayed by a direct encounter with the brand. Increasingly, "sampling type" demonstrators are handing out coupons as well as samples, as any Costco trip will verify.

Trade reseller:

is simply a general description for all organizations in the marketing channel of distribution that buys products to resell to customers.

Packaging:

is the container or wrapping for a product.

Spam:

is the new manifestation of junk mail. Perhaps the most controversial tool deployed by direct marketers has been unsolicited or bulk email.

Product placement:

is the practice of placing any branded product into the content and execution of an established entertainment vehicle. These placements are purposeful and paid for by the marketer to expose and/or promote the brand.

Creative selling:

is the type of selling in which customers rely heavily on the salesperson for technical information, advice and service. requires considerable effort and expertise. Situations which ______ takes place range from retail stores (like Apple store) through the selling of services to business and the sale of large industrial installations and component parts

Personal selling:

is the use of one-to-one communication and persuasion for the purpose of selling; traditionally done via face to face communications, now_ __ has emerged to include personal chats, video sessions, calls, and other ways to communicate in a more personal manner with a consumer as it relates to a sale or service.

Sponsorship activation:

leveraging a brand or activating a sponsorship.

Junk mail:

mail that perceivably has no benefit, is unwanted and useless to the consumer.

Public Relations Firm:

manage an organization's relationship with the media, the local community, competitors, industry associates, and government organizations. The tools of public relations include press releases, feature stories, lobbying, spokespersons, and company newsletters. Most advertisers do not like to handle their own PR tasks for 2 reasons: 1. PR require highly specialized skills and talent not normally found within company rank. 2. Managers are too close to PR problems and may not be capable of handling a situation, particularly a negative situation, with measured public responses.

Experiential marketing:

marketing of and with the consumer experience as a form of IBP with events such as concerts or music festivals as experiences sponsored by brands.

Event sponsorship measurement:

measuring experiential marketing often with sponsors or partnering brands is sophisticated and analytical; for instance, includes but is not limited to models and metrics on the following areas: event-sponsor fit, attitude, event social responsibility, sponsorship awareness, image transfer, affect transfer, brand meaning transfer, and sponsorship patronage (i.e. preference toward buying from the sponsoring brand).

BRANDED ENTERTAINMENT:

natural extention and outgrowth of product placement. The development and support of any entertainment property in which primary objective is to feature a firm's brand or brands in an effort to impress and connect with consumers in a unique and compelling way.

Consumer-event congruity/fit:

occurs where consumer participation in the event enhances the persuasiveness of the event and, in turn, causes the participants to think more positively about the sponsor and increases the desire to patronize the sponsor.

(External) Production Facilitator:

offer essential services both during and after the production process. Production is the area in which advertisers and their agencies rely most heavily on external facilitators. All forms of media advertising require special expertise that even the largest full-service agency, much less an advertiser, typically doesn't retain on staff.

Pay-for-results:

or incentive-based compensation that base the agency's fee on the achievement of agreed-on results. Historically, agencies would not (rightly so) agree to be evaluated on results because results were often narrowly defined as "sales." The key effects on sales are related to factors outside the agency's control such as brand features pricing strategy and distribution programs (i.e. the overall marketing mix, not just advertising or IBP)

Direct-response Agency:

provide a variety of direct marketing services.

Bill-back allowances:

provide retailers a monetary incentive for featuring a marketer's brand in either advertising or in-store displays. If a retailer chooses to participate in either an advertising campaign or a display _______ program, the marketer requires the retailer to verify the services performed and provide a receipt for the services.

Event social responsibility:

provides an opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive word of mouth, and boost both attendance and patronage intent. When attendees are community minded, they will have a more positive view of the event sponsor as a result of the event experience, which in turn increases intentions to purchase the sponsor's products.

Free Premium:

provides consumers with an item at no cost. The item can be included in the package of a purchased item, mailed to the consumer after proof of purchase is verified, or simply given away at the P-O-P or at an event.

Point-of-purchase advertising (P-O-P):

refers to materials used in the retail setting to attract shoppers' attention to a brand, convey primary brand benefits, or highlight pricing information. displays may also feature price off deals or other consumer sales promotions.

Self-liquidating premium:

requires a consumer to pay most of the cost of the item received as a premium. For example, Snapple can offer a "Snapple Cooler" with the purchase of 6 boxes of Snapple for $6.99- the cost of the cooler Snapple. The self liquidating premiums are particularly effective with loyal customers, however, these types of premiums must be used cautiously. Unless the premium is related to a value-building strategy for a brand, it can serve to focus consumer attention on the premium rather than the benefits of the brand. Focusing on the premium rather than the brand erodes brand equity. For example, if consumer buys a brand just to get a really great T-shirt for $4.99, then they wont purchase the brand again until there is another great premium available at a low price.

Slotting fees:

shelf space has become so highly demanded, especially in supermarkets, that manufacturers are making direct direct cash payments to induce food chains to stock an item. The fee for a new brand is sometimes called a "product introduction fee." The proliferation of new products has made shelf space such a previous commodity that these fees now run in the hundreds of thousands of dollars per product, & manufacturers pay these fees willingly. Research shows that that shelf facings have a strong impact on consumer evaluation, particularly among frequent users of a brand and for brands with low market share

Media Planning and Buying Services:

similar to those of specialized agencies, the central challenge is to determine how a client's message can most effectively and efficiently reach the target audience. they examine an enormous number of options to put together an effective plan within the client's budget. But ___ is more than simply buying advertising space, timing a coupon distribution, launching mobile media effort, or scheduling a event. A wide range of media strategies can be implemented to enhance the impact of the message.

Markup Charge:

sometimes referred to as cost plus to a variety of services the agency purchases from outside suppliers. In many cases, the an agency will turn to outside contractors for art, illustration, photography, printing, research and production. The agency then, in agreement with the client, adds a markup charge these services. The reason markup charges became prevalent in the industry is that many promotion agencies began providing services that did not use traditional media.

Consultant;

specialize in areas relating to the promotional process. Advertisers can seek out marketing _____ for assistance in the planning stage regarding market segment behaviors and macro-economic and cultural trends. Creative and communications ______ provide insight on issues related to message strategy and message themes.

Omnichannel

the consumer can have the best of both digital and in store channels. Specifically this approach has value because physical retail interaction can "revive" inactive customers and make them active again, while e-commerce is effective for retaining and continuing relationships overtime.

Sponsor-event congruity/fit:

the degree to which consumers perceive the sponsor and sponsee as congruent in both image and function. This fit perception is more important for the sponsoring brands than for the event itself.

Logo:

the graphic mark that identifies a company- and other visual representations that promote an identity for a firm. This mark will appear on everything from advertising to packaging to the company stationary, business cards, and signage.

Cost per inquiry (CPI):

the number of inquiries generated by a direct marketing program divided by the program's cost

Cost per order (CPO):

the number of orders generated by a direct marketing program divided by the program's cost

Authenticity:

the quality of being perceived as genuine and natural. This is emerging as a powerful influence on brand loyalty among consumers.

Creative Services:

this group in the agency comes up with the concepts that express the value of a company's brand in interesting and memorable ways. In simple terms, the group develops the message that will be delivered through advertising, sales promotion, direct marketing, social networks, mobile marketing, event sponsorship, or public relations. The group in an agency will typically include a creative director, art director, illustrators/designers, and copywriters.

Creative Boutique:

typically emphasizes creative concept development, copywriting, and artistic services to clients. An advertiser can employ this alternative for the strict purpose of increasing greater creativity into the message theme or individual advertisement.

Full-service Agency:

typically includes an array of advertising professionals to meet virtually all the promotional needs of clients. Often, such an agency will offer a client global contacts and services.

Trade-market sales promotion:

uses the following ways of motivating distributors, wholesalers, and retailers to stock and feature a firm's brand in their store merchandising programs or e commerce or mobile platforms: P-O-P displays, salesperson incentives, allowances, cooperative advertising, sales training.

Merchandise allowances:

various forms of allowances are offered to retailers and wholesalers with the purpose of increasing the attention given to a firm's brands. Allowances are typically made available to wholesalers and retailers about every four weeks during the quarter. This type of allowance in the form of free products packed with regular shipments, are payments to the trade for setting up and maintaining displays. The payments are typically far less than the amount manufactures would have to spend to maintain the displays themselves.

Blogs:

websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences, have emerged sophisticated (although typically not very objective) sources of product and brand information. Once criticized as the "ephemeral scribble" of 13-year-old girls and the babble of techno-geeks, blogs are gaining greater recognition and organization with two-thirds of U.S. internet users reading blogs on a regular basis.

Consumer Sales Promotion:

will focus on price-off deals, coupons, sampling, rebates and premiums.