Chapter 15 Flashcards
AIDA Model
A common model of the series of mental stages through which consumers move as a result of marketing communications
AIDA Model Components
1) Attention
2) Interest
3) Desire
4) Action
Aided Recall
Occurs when consumers recognize the brand when its name is presented to them
Top-of-mind awareness
A prominent place in people’s memories that triggers a response without them having to put any thought into it
Lagged Effect
A delayed response to a marketing communication campaign
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
Persuasive Advertising
Communication used to motivate consumers to take action
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
Product-focused Advertisements
Used to inform, persuade, or remind consumers about a specific product/service
Institutional Advertisements
Used to inform, persuade and remind consumers about issues related to places, politics, an industry or corporation
Product Placement
Inclusion of a product in nontraditional situations such as in a scene in a TV show or movie
Public Service Announcement (PSA)
Advertising that focuses on public welfare and generally is sponsored by non-profit institutions
Social Marketing
The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public
Puffery
The legal exaggeration of praise, stopping just short of deception, lavished on a product
Deal
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
Premium
An item offered for free or at a bargain price to reward some type of behaviour
Contest
A brand-sponsored competition that requires some form of skill/effort
Sweepstakes
A form of sales promotion that offers prizes based on a chance drawing of entrants names
Sampling
Offers the opportunity to try a product/service for free
Loyalty Program
Designed to retain customers by offering premiums/incentives to customers who make multiple purchases over time
Point-or-purchase (POP) display
A merchandise display located at the point of purchase, such as the checkout counter
Cross-promoting
efforts of 2 or more firms joining together to reach a specific target market
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
Leads
A list of potential customers
Qualify
The process of assessing the potential of sales leads
Trade shows
Major events attended by buyers who choose to be exposed to products/services offered by potential suppliers in a industry
Cold Calls
A method of prospecting in which salespeople telephone or go to see potential customers without appointments
Telemarketing
A method of prospecting in which salespeople telephone potential customers
Preapproach
In the personal selling process, occurs prior to meeting the customer for the 1st time and extends the qualification of leads procedure
Closing the sale
Obtaining a commitment from the customer to make a purchase
