chapter 8 Flashcards
Advertising
Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication.
Advertising campaign
A collection of coordinated advertisements that share a single theme.
Affordable Method
A promotion mix budgeting strategy in which firms set their promotion budget based on what they believe they can afford.
Aided recall tests
A performance metric in which respondents are asked to recall advertisements based on clues they receive to help stimulate their memory.
Allowances
Trade promotions that typically involve paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product.
Approach
A part of the personal-selling process that involves meeting the prospect and learning more about his or her needs and wants.
Click-through Rate (CTR)
A ratio showing how often people who see an ad end up clicking on it.
Contests
Sales promotions in which consumers compete against one another and must demonstrate skill to win
Coupons
Documents that entitle the customers who carry them to a discount on a product
Direct Marketing
Advertising that communicates directly with consumers and organizations in an effort to provoke a response
Frequency
A measure of how often the target market has been exposed to a promotional message during a specific time period
Informative advertising
a type of advertising that attempts to develop initial demand for a product
Integrated marketing communications (IMC)
a promotional strategy that involves coordinating the various promotion mix elements to provide customer with a clear and consistent message about a firm’s products
Loyalty programs
sales promotions that allow consumers to accumulate points or other benefits for doing business with the same company
mobile advertising
a form of advertising that is communicated to the consumer via a handheld device
narrowcasting
the dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes
objections
the concerns or reasons customers offer for not buying a product
objective-and-task method
a promotion mix budgeting strategy in which a firm defines specific objectives, determines the tasks required to achieve those objectives, and then estimates how much each task will cost
percentage-of-sales method
a promotion mix budgeting strategy which firms allocate a specific percentage of a period’s total sales to the promotional budget for that period
Personal selling
The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer’s purchase decision.
Persuasive advertising
A type of advertising that attempts to increase demand for an existing product.
Posttest
An evaluation of advertisements after the ad campaign is launched by a sample of targeted consumers.
Preapproach
A part of the personal-selling process that involves identifying key decision makers, reviewing account histories, identifying product needs, and preparing sales presentations.
Premium
A promotional item that is given as an incentive for performing a particular act, typically buying a product.
Pretest
An evaluation of advertisements by a sample of targeted consumers before an ad campaign begins.
Product placement
An advertising technique in which a company promotes its products through appearances on television shows, movies, or other media.
Promotion
All the activities that communicate the value of a product and persuade customers to buy it.
Promotion mix
A subset of the marketing mix that includes four main elements of marketing communication: advertising, sales promotion, personal selling, and public relations.
Prospecting
The search for potential customers – those who need or want a product and fit into a firm’s target market.
Publicity
Disseminating unpaid news items through some form of media (e.g., television story, newspaper article, etc.) to gain attention or support.
Public relations
No personal communication focused on promoting positive relations between a firm and its stakeholders.
Qualifying
A part of the personal-selling process that involves identifying which potential customers within the firm’s target market have not only a desire for the product but also the authority to purchase it and the resources to pay for it.
Reach
A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period.
Rebates
Sales promotions that allow consumers to recoup a specified amount of money after making a single purchase.
Relationship selling
Building a trusting relationship with a customer over a long period of time.
Recognition test
A performance metric that involves showing consumers an advertisement and asking if they recognize it.
Reminder advertising
A type of advertising that seeks to keep the product before the public in an effort to reinforce previous promotional activity.
Revenue per ad dollar
A performance metric that is calculated by comparing total revenue to the amount of money spent on advertising.
Sales presentation
A forum to convey the organization’s marketing message to the prospect.
Sales promotion
A set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product.
Sweepstakes
Sales promotions based on chance such that entry is the only requirement to win.
Trade sales promotions
Sales promotions directed to B2B firms, including wholesalers, retailers, and distributors – rather than individual consumers.
Unaided recall tests
A performance metric that requires consumers to recall advertisements from memory, without any clues.
