Chapter 15 Flashcards

(30 cards)

1
Q

AIDA Model

A

A common model of the series of mental stages through which consumers move as a result of marketing communications

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2
Q

AIDA Model Components

A

1) Attention
2) Interest
3) Desire
4) Action

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3
Q

Aided Recall

A

Occurs when consumers recognize the brand when its name is presented to them

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4
Q

Top-of-mind awareness

A

A prominent place in people’s memories that triggers a response without them having to put any thought into it

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5
Q

Lagged Effect

A

A delayed response to a marketing communication campaign

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6
Q

Informative Advertising

A

Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase

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7
Q

Persuasive Advertising

A

Communication used to motivate consumers to take action

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8
Q

Reminder Advertising

A

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

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9
Q

Product-focused Advertisements

A

Used to inform, persuade, or remind consumers about a specific product/service

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10
Q

Institutional Advertisements

A

Used to inform, persuade and remind consumers about issues related to places, politics, an industry or corporation

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11
Q

Product Placement

A

Inclusion of a product in nontraditional situations such as in a scene in a TV show or movie

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12
Q

Public Service Announcement (PSA)

A

Advertising that focuses on public welfare and generally is sponsored by non-profit institutions

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13
Q

Social Marketing

A

The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public

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14
Q

Puffery

A

The legal exaggeration of praise, stopping just short of deception, lavished on a product

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15
Q

Deal

A

A type of short-term price reduction that can take several forms, such as “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

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16
Q

Premium

A

An item offered for free or at a bargain price to reward some type of behaviour

17
Q

Contest

A

A brand-sponsored competition that requires some form of skill/effort

18
Q

Sweepstakes

A

A form of sales promotion that offers prizes based on a chance drawing of entrants names

19
Q

Sampling

A

Offers the opportunity to try a product/service for free

20
Q

Loyalty Program

A

Designed to retain customers by offering premiums/incentives to customers who make multiple purchases over time

21
Q

Point-or-purchase (POP) display

A

A merchandise display located at the point of purchase, such as the checkout counter

22
Q

Cross-promoting

A

efforts of 2 or more firms joining together to reach a specific target market

23
Q

Relationship Selling

A

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

24
Q

Leads

A

A list of potential customers

25
Qualify
The process of assessing the potential of sales leads
26
Trade shows
Major events attended by buyers who choose to be exposed to products/services offered by potential suppliers in a industry
27
Cold Calls
A method of prospecting in which salespeople telephone or go to see potential customers without appointments
28
Telemarketing
A method of prospecting in which salespeople telephone potential customers
29
Preapproach
In the personal selling process, occurs prior to meeting the customer for the 1st time and extends the qualification of leads procedure
30
Closing the sale
Obtaining a commitment from the customer to make a purchase