Chapter 10 Matching

Advertising

Often used to support the corporate identity and value propositions that are established through public relations efforts

Marketing funnel

The rule of thumb in marketing that it takes a large number of people to be made aware of your product in order to find a purchaser.

Succinct Message

Your key point in as few and as memorable words as possible

Promotional Mix

how much of each message conveyance you will use to sell your product as well as your objective in using each one

Key performance indicators (KPIs)

measures or metrics that identify the outcomes that are most important to the success of a business.

Sales lead

people who receive a promotional impression and who give some thought to buying the product

Prospects

sales leads who actually make some sort of effort to learn more about the product, service, or business in anticipation of a possible purchase

Brand Promise

the gains provided (i.e., the benefits) or the help given (i.e., the pains removed) by the product or service your firm offers

Brand

the name a firm puts on itself and its products to differentiate them from competitors' offerings

Customer Relationship Management (CRM)

the process of tracking the customer's different contacts with the firm, and using these data to help improve sales as well as the customer's experience

lead generation

the promotional technique of obtaining prospective customers through paid and unpaid efforts to obtain contact information from people with the plan to send these prospects advertisements or other messages in hopes of getting them to become customers

Impression

what it is called when someone notices a promotional effort