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