Marketing CH. 17, Mktg chapter 17, 18, 19, 20,21, MKTG ch. 18, Marketing chapter 19, Marketing Chapter 18, Marketing Chapter 18, Marketing CH. 17, Marketing CH. 17, Marketing Chapter 18, Chapter 16, Intro to Bus. Chapter 13, Marketing 4, Chapter 16,...

A gift to a retailer that purchases a specified quantity of merchandise

Dealer loader

Prospecting

Developing a database of potential custuomers

Order Getter

Develops prospect and new customers. Increase sales to current customers

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact.

Integrated marketing communication

Premiums

Items offered free or at a minimal cost as a bonus for purchasing the product

Communication through the movement of head, eyes, arms, hands, legs, or torso

Kinesic communication

Promoting a product only to the next institution down the marketing channel

Push policy

Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

advertising

The advertising budget for a specific time period

advertising appropriation

The creation and execution of a series of advertisements to communicate with a particular target audience

advertising campaign

a temporary price reduction to resellers for purchasing specified quantities of a product

buying allowance

An attempt to incite publicity and public excitement surrounding a product through a creative event.

buzz marketing

Dealer Listings

Advertisements that promote a product and identify the names of participating retailers that sell the product

Basic issues or selling points to be included in an advertising campaign

Advertising platform

advertising that promotes a companys position on a public issue

Advocacy advertising

Sales Promotion

An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it

Cooperative Advertising

An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's product

Support Personal

Assists firm's customers, technical experts that educate clients about optimal product use

the limit on the volume of information a communication channel can handle effectively

channel capacity

the stage in the personal selling process when the salesperson asks the prospect to buy the product

closing

Converting meaning into a series of signs or symbols

coding process

paying salespeople a fixed salary plus a commission based on sales volume

combination compensation plan

A sharing of meaning through the transmission of information.

communication

the medium of transmission that carries the coded message from the source to the receiver

communications channel

Compares the sponsored brand with one more identified brands on the basis of one or more product characteristics

comparative advertising

Determining an advertising budget by trying to match competitors advertising outlays

competition matching approach

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

competitive advertising

Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills

consumer contests

Sales promo method where individuals compete for prizes based primarily on chance

consumer games

a panel of product's existing or potential buyers who pretest ads

consumer jury

A promo in which entrants submit their names for inclusion in a drawing for prizes

consumer sweepstakes

This lets an advertiser compare the costs of several vehicles w/n a specific medium (2 magazines) in relation to the number of people each vehicle reaches.

cost comparison indicator

written price reductions used to encourage consumers to buy a specific product

coupons

advertisements that promote a product and identify the names of participating retailers that sell the product

dealer listings

converting signs or symbols into concepts and ideas

decoding process

Temporary sales promo method used to encourage trial use and purchase of a product or to show how a product works.

demonstrations

a manuscript of up to 3000 words prepared for a specific publication

feature article

the receiver's response to a decoded message

feedback

often photographs, drawing, graphs, charts, and tables used to spark audience interest in an advertisement

illustrations

Advertising that promotes organizational images, ideas, and political issues.

institutional advertising

communication efforts used to create and maintain favorable relations btwn and organizations and its stakeholders

public relations

a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge

publicity

Promotion a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

pull policy

The individual, group, or organization that decodes a coded msg

receiver

When a sales manager develops a list of qualified applicants for sales positions

recruiting

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it

reinforcement advertising

Advertising used to remind consumers about an established brand's uses, characteristics, and benefits

reminder advertising

A person, group, or organization with a meaning it tries to share with a receiver or an audience

source

A blueprint that combines copy and visual material to show sequence of major scenes in a commercial

storyboard

sales staff members who facilitate selling but usually are not involved solely w/ making sales

support personnel

communicating through touching

tactile communication

The group of people at whom advertisements are aimed

target audience

Order Taker

Encourages repeat sales for standardized products, some tasks replaced by technology

Merchandise Allowances

A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display

Scan-Back Allowances

A manufacturer's reward to retailers based on the number of pieces scanned

Buy-Back Allowances

A sum of money given to a reseller for each unit bought after an initial promotion deal is over

Buying Allowance

A temporary price reduction to resellers purchasing specific quantities of a product

Personal Selling

Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation

Promotion that informs consumer about a new product

Pioneer promotion

These include outdoor signs, window displays, counter pieces, display racks, and self service cartons.

Point of purchase materials

Advertising that promotes the uses, features, and benefits of products

Product advertising

A combination of promotional methods used to promote a specific product

Promotion mix

Cents-Off offers

Promotions that allow buyers to pay less than the regular price to encourage purchase

The consumer is sent a specified amount of money for making a single product purchase.

Rebates

Versions of a magazine in which advertisements and editorial content of copies appearing in one geographic are differ from those appearing in other areas.

Regional issues

Is designed to motivate distributers, retailers, and sales personnel by recognizing outstanding achievements.

Sales contest

Is an activity or material, or both, that acts a direct inducement, offering added value or incentive for the product, to resellers, salespeople or consumers.

Sales promotion

Demonstrations

Sales promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works

Rebates

Sales promotion techniques in which a consumer receives a specified amount of money for making a single product purchase

Consumer Sales Promotion Methods

Sales promotion techniques that encourage consumers to patronize specific stores or try particular products

Money Refunds

Sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases

Free Samples

Samples of a product given out to encourage trial and purchase

Demand for a specific brand

Selective demand

Point-of-Purchase Materials

Signs, window displays, display racks, and similar devices used to attract customers

Approach

The manner in which a salesperson contacts a potential customer

Coupons

Written price reductions used to encourage consumers to buy a specific product

the manner in which a salesperson contacts a potential customer

approach

A high-level executive in the firm states how much to spend on advertising for a certain period

arbitrary approach

An advertisements illustrations and layout

artwork

The physical arrangement of the illustration and the copy which includes (headline, subheadline, body copy, signature)

layout

A plan that sets forth the exact media vehicles to be used and the dates and times the advertisement will appear.

media plan

a short piece of copy publicizing an event or a product

news release

anything that reduces a communication's clarity and accuracy

noise

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them

objective- and task approach

salespeople who sell to new customers and increase sales to current customers

order getters

salespeople who primarily seek repeat sales

order takers

Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage

percent of sales approach

paid personal communication that attempts to inform customers and persuade them to buy products in an exchange for situation

personal selling

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

pioneer advertising

Additional compensation offered by manufacturers to salespeople as an incentive to push a line of goods.

premium money

items offered free or at a minimal cost as a bonus for purchasing a product

premiums

Evaluation of advertisements performed before a campaign begins

pretest

Demand for a product category rather than for a specific brand

primary demand

the strategic location of products or product promotions w/n entertainment media content to reach the product's target market

product placement

Communication to build and maintain relationships by informing and persuading one or more audiences

promotion

Developing a database of potential customers

prospecting

Communication by varying the physical distance in face- to-face interactions

proxemic communication

methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively

trade sales promotion methods

a strategy to get consumers to share a marketer's msg, often through email or online videos, in a way that spreads dramatically and quickly

viral marketing

Communication personal informal exchanges of communication that customers share with one another about products, brands, and companies

word-of-mouth communication