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Marketing 17 & 18 |
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| 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 |