Chapter 15 Flashcards
AIDA model
A common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to Interest, which leads to Desire, which leads to Action.
aided recall
Occurs when consumers recognize the brand when its name is presented to them.
closing the sale
Obtaining a commitment from the customer to make a purchase.
cold calls
A method of prospecting in which salespeople telephone or go to see potential customers without appointments.
contest
A brand-sponsored competition that requires some form of skill or effort.
cross-promoting
Efforts of two or more firms joining together to reach a specific target market.
deal
A type of short-term price reduction that can take several forms, such as a “featured price” (a price lower than the regular price); a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging.
deceptive advertising
A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances.
informative advertising
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.
institutional advertisements
Used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.
lagged effect
A delayed response to a marketing communication campaign.
leads
A list of potential customers.
loyalty program
Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
persuasive advertising
Communication used to motivate consumers to take action.
point-of-purchase (POP) display
A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.
pop-up stores
Temporary storefronts that exist for only a limited time and generally focus on a new product or a limited group of products offered by a retailer, manufacturer, or service provider; give consumers a chance to interact with the brand and build brand awareness.
preapproach
In the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, the salesperson conducts additional research and develops plans for meeting with the customer.
premium
An item offered for free or at a bargain price to reward some type of behaviour, such as buying, sampling, or testing.
product placement
Inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program.
product-focused advertisements
Used to inform, persuade, or remind consumers about a specific product or service.
public service announcement (PSA)
Advertising that focuses on public welfare and generally is sponsored by non-profit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.
puffery
The legal exaggeration of praise, stopping just short of deception, lavished on a product.
qualify
The process of assessing the potential of sales leads.
relationship selling
A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.
reminder advertising
Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.
sampling
Offers potential customers the opportunity to try a product or service before they make a buying decision.
social marketing
The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.
sweepstakes
A form of sales promotion that offers prizes based on a chance drawing of entrants’ names.
telemarketing
A method of prospecting in which salespeople telephone potential customers.
top-of-mind awareness
A prominent place in people’s memories that triggers a response without them having to put any thought into it.
trade shows
Major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.
