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Marketing Chapters 17 & 18

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Marketing 17 & 18

Chapter 17  
Advertising Nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform
Product advertising An advertising message that focuses on a specific good or service
Institutional advertising An advertising message that promotes the activities, personality, or point of view of an organization or company
Advocacy advertising A type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome
public service advertisements advertising run by the media without charge for not-for-profit organizations or to champion a particular cause
Advertising campaign A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
Creative strategy The process that turns a concept into advertisement
Advertising appeal The central idea or theme of an advertising message
Unique selling proposition An advertising appeal that focuses on one clear reason why a particular product is superior
Pretesting A research method that seeks to minimize mistakes by getting customer relations to ad messages before they appear in the media
Copy Testing A marketing research method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to plan
Media planning The process of developing media objectives, strategies, and tactics for use in an advertising campaign
Aperture The best place and time to reach a person in the target market group
Out-of-home media A communication medium that reaches people in public places
Computer media A communication medium that transmits information through the World Wide Web (WWW) or via e-mail messages (duh… SPAM!!)
Media schedule The plan that specifies the exact media to use and when
Advertising exposure The degree to which the target market will see an advertising message placed in a specific vehicle
Impressions the number of people who will be exposed to a message placed in one or more media vehicles
Reach The percentage of the target market that will be exposed to the media vehicle
Frequency The number of times a person in the target group will be exposed to the message
Gross rating points (GRPs) A measure used for comparing the effectiveness of different media vehicles: average reach times frequency
Cost per thousand (CPM) A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes
Post-testing Research conducted on consumer's responses to actual advertising messages they have seen or heard
Unaided recall A research technique conducted by telephone survey or personal interview that asks how much of an ad a person remembers during a specific period of time
Aided recall A research technique that uses clues to prompt answers from people about advertisements they might have seen
Attitudinal measures A research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it
Chapter 18  
Public relations Communications strategies to build good relationships with an organizations publics, Including consumers, stockholders, and legislators
Publicity Unpaid communication about an organization appearing in the mass media
Press release Information that an organization distributes to the media about its activities intended to appear as publicity
Sales promotion A program designed to build interest in or encourage purchase of a product during a specified time period
Merchandise Allowance Reimburses the retailer for in-store support of the product
Case Allowance A discount to the retailer or wholesaler based on the volume of product ordered
Trade shows Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contracts
Push money A bonus paid by a manufacturer to a sales-person for selling its product
Rebates Sales promotions that allow the customer to recover part of the product's cost from the manufacturer
Premiums An item included without charge when a customer buys a product
Sampling Distributing trial-size version of a product for free to encourage people to try it
Point-of-purchase (POP) promotion The use of signs or displays to influence purchases at the store level
Cross-promotion Two or more products or services combine forces to create interest using a single promotional tool
Personal selling The part of the promotion mix that involves direct contact between a company representative and a customer
Telemarketing The use of the telephone to sell directly to consumers and business customers
Order Taker A salesperson whose primary function is to facilitate transactions that the customer initiates
Technical specialist Sales support personnel with a high level of technical expertise who assists in product demonstrations
Missionary salesperson A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
Order getter A salesperson who works creatively to develop relationships with customers or to generate new sales
Transactional selling A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
Relationship selling A form of personal selling in which the salesperson seeks to develop a mutually satisfying relationship with the customer so as to work together to satisfy each other's needs
Creative selling process The process of seeking out customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information
Prospecting A part of the selling process that includes identifying and developing a list of potential customers
Quality prospects A part of the selling process that determines how likely prospects are to become customers
Preapproach A part of the selling process that includes developing information about prospective customers and planning the sales interview
Approach The first step of the actual sales presentation In which the sales person tries to learn more about the customer's needs, create a good impression, and build rapport
Sales presentation The part of the selling process in which the salesperson seeks to persuasively communicate the product's features and the benefits it will provide after the sale
Sales closing The stage of the selling process in which the salesperson actually asks the customer to buy the product
Sales follow-up Sales activities that provide important services to customers
Sales management The process of planning , implementing, and controlling the personal selling function of an organization
Sales Territory A set of customers often defined by geographic boundaries, for whom a particular salesperson is responsible

Last Updated on 12/30/99
By Maria Ribaulo