Difficult Terms Flashcards
Direct marketing
Uses one or more advertising media to influence customers to purchase the company’s product or service
Personal selling
Paid, person-to-person communication seeking to identify consumer needs and to persuade customers buying decisions, either face-to-face or phone calls.
Five key features of internal marketing communications
Start with the consumer prospect
Use any form of relevant contact
Speak with a single voice
Build relationships rather than engaging flings
Ultimate objective
Ingredient branding
Special cobranding alliance seeking to highlight both the host products brand and an aspect of the product that is manufactured by different brand
ROMI
Return on marketing investment
TOMA
Top of mind awareness
Brand adoption process
Awareness class Trier class Repeater class
Federal Trade Commission (FTC)
Regulates three areas of Marcom activities
Non-product related attributes
Imagery or associations that contribute to the products attractiveness
Potential rating index by zip markets
PRIZM
Comprehensive segmentation device
Socialization
The process by which people learn cultural values, form beliefs, and become familiar with the physical cues representing these beliefs and values.
Consumer pricing model (CPM)
Consumer always make decisions in a cool comprehensive logical and rational manner
Hedonic experiential model (HEM)
Consumers make decisions spur of the moment based on emotional and experiential feelings
Affect referral
- Deciding among alternatives
Consumer picks the option that has best initial appeal.
Compensatory
- Deciding among alternatives
The strength of one attribute can compensate for others.
Non-compensatory
- Deciding among alternatives
One attribute does not compensate for other weaknesses
Conjunctive
- Deciding among alternatives
Minimal cut offs established, highest score wins
Disjunctive
- Deciding among alternatives
One attribute only has to meet a certain cut off
Lexicographic
- Deciding among alternatives
Rank attributes highest scoring option wins
TACT
Target of behavior, specific action, context, and time when it occurred.
Schemer schema
The idea that consumers form strong opinions about marketing communications efforts to persuade
Communication modality
- The persuadee’s perspective
Likability of the source can be a primary determinant
Elaboration likelihood
The chance that a receiver will elaborate on the message
What does a high EL lead to?
Elaboration likelihood leads to message/argument processing; usually leads to more enduring attitude change
What does a low EL lead to?
A low elaboration likelihood leads to Peripheral cue processing usually more temporary attitude changes
Duel routes
A combination of both processing strategies in regards to elaboration likelihood
The theory of reasoned action (TORA)
The relationship of the consumers attitude and normative influences to their behavior
Vicarious learning
An attempt to change preferences and behavior by having an individual observe the actions and consequences of others behavior.
Integrated information response model
Lays out in a visual manner the relation between the levels of advertising and direct experience contrasted in high order and low order beliefs.
In – house
- Options available to firms seeking to advertise
Large overhead, expensive, not often used
A la carte
- Options available to firms seeking to advertise
Purchase services as needed, can be expensive and sometimes lack sustainability
SUCCESs
*message stickiness: Simplicity Unexpectedness Concreteness Credibility Emotionality Storytelling
Means-end chaining
Attributes to consequences(means) to values (end)
MECCAS
Means-End Conceptualization of Components for Advertising Strategy.
Takes the specific attributes of a brand and re-qualifies them as catering to the specific value sets of targeted consumers
Corporate advocacy (issue) advertising
Advertises a controversial social issue of public importance
Q-score
Celebrities popularity percentage divided by the familiarity percentage
Interstitial
- A form of all online and mobile advertising
Textual add that appears in between pages while they’re loading
Superstitial
- A form of all online and mobile advertising
Video ad that plays in between pages
Database marketing (DBM)
Consumer information that is collected, analyzed, and used to predict behavior and tailor marketing messages.
Inbound telemarketing
A firms representatives using telemarketing to take sales orders and handle complaints.
Outbound telemarketing
A firms representatives using telemarketing to solicit sales from others.
Opportunity to see(OTS)
- A form of advertising media objectives
The opportunity of a consumer to see any of an advertisers media
Rating
- A form of advertising media objectives
A percentage of an audience, participating population divided by total population.
Positioning advertising copy test (PACT)
Nine established principles for testing message effectiveness
Zaltman Metaphor Elicitation Technique (ZMET)
Research method based on nonverbal cues
Quantitative message research
Concerned with measuring the pretest and post test effects of an advertising message
Push
The efforts of manufacturers to motivate sales people and retailers to sell (and and retailers case, then purchase) more product.
Pull
The efforts of sales people and retailers to pull in more consumers to purchase product
Off – invoice allowances
A manufacturers offering of a special deal time period during which retailers can purchase product for a reduced price, typically four weeks out of the business quarter
Bill – back allowances
A manufacturer reimburses retailers for specific advertising or promotional deals offered to consumers
Slotting allowances
When a retailer bills a manufacturer for expenses involved with shelfing a new product
Deslotting
When retailers bill the manufacturer for costs associated with a failed brand and the removal from shelves
Forward buying
When retailers only purchase products during deal and warehouse products until the next deal.
Diverting
When a retailer purchases large amounts of products and resells product to other retailers or consumers at different prices
Account specific marketing
Also known as comarketing, focuses trade promotion efforts on specific retail accounts
BOGO
Buy one, get one free
Self liquidating offers
Consumer pays the actual cost for a premium, not retail cost
Phantom discount
Consumers who never bother to redeem their refunds rebates or coupons
Overlay program
The use of multiple promotions among brands that work together.
Program evaluation
Evaluate the idea and conduct “postmortem analysis”
Reactive MPR
*marketing public relations
MPR Communications that are responsive in nature to outside influences
Contamination rumors
Deal with undesirable or harmful products or store features
Opinion leader
A person within a social network of family, friends, and acquaintances who has particular influence on others attitudes and behavior, also known as a center of influence
Gestalt
A term used to describe the concept of a unified whole, not individual aspects
VIEW
Visibility
Information
Emotionality
Workability
Point of purchase(POP)
The location of an items purchased
Example: permanent, semi permanent, or temporary display
First moment of truth (FMOT)
The few seconds when consumers encounter a brand in the store
Pioneering research for an in-store metric (PRISM)
A procedure of standard diagnostics of in-store media
Antiquated selling
This is seller oriented
Modern selling
This is customer oriented
Marketing mix model (MMM)
Assesses the effect of marketing communication decisions relative to other elements using multivariate regression analysis
