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Difficult Terms Flashcards

0
Q

Direct marketing

A

Uses one or more advertising media to influence customers to purchase the company’s product or service

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1
Q

Personal selling

A

Paid, person-to-person communication seeking to identify consumer needs and to persuade customers buying decisions, either face-to-face or phone calls.

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2
Q

Five key features of internal marketing communications

A

Start with the consumer prospect

Use any form of relevant contact

Speak with a single voice

Build relationships rather than engaging flings

Ultimate objective

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3
Q

Ingredient branding

A

Special cobranding alliance seeking to highlight both the host products brand and an aspect of the product that is manufactured by different brand

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4
Q

ROMI

A

Return on marketing investment

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5
Q

TOMA

A

Top of mind awareness

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6
Q

Brand adoption process

A 
Awareness class
Trier class
Repeater class
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7
Q

Federal Trade Commission (FTC)

A

Regulates three areas of Marcom activities

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8
Q

Non-product related attributes

A

Imagery or associations that contribute to the products attractiveness

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9
Q

Potential rating index by zip markets

PRIZM

A

Comprehensive segmentation device

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10
Q

Socialization

A

The process by which people learn cultural values, form beliefs, and become familiar with the physical cues representing these beliefs and values.

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11
Q

Consumer pricing model (CPM)

A

Consumer always make decisions in a cool comprehensive logical and rational manner

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12
Q

Hedonic experiential model (HEM)

A

Consumers make decisions spur of the moment based on emotional and experiential feelings

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13
Q

Affect referral

A
  • Deciding among alternatives

Consumer picks the option that has best initial appeal.

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14
Q

Compensatory

A
  • Deciding among alternatives

The strength of one attribute can compensate for others.

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15
Q

Non-compensatory

A
  • Deciding among alternatives

One attribute does not compensate for other weaknesses

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16
Q

Conjunctive

A
  • Deciding among alternatives

Minimal cut offs established, highest score wins

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17
Q

Disjunctive

A
  • Deciding among alternatives

One attribute only has to meet a certain cut off

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18
Q

Lexicographic

A
  • Deciding among alternatives

Rank attributes highest scoring option wins

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19
Q

TACT

A

Target of behavior, specific action, context, and time when it occurred.

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20
Q

Schemer schema

A

The idea that consumers form strong opinions about marketing communications efforts to persuade

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21
Q

Communication modality

A
  • The persuadee’s perspective

Likability of the source can be a primary determinant

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22
Q

Elaboration likelihood

A

The chance that a receiver will elaborate on the message

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23
Q

What does a high EL lead to?

A

Elaboration likelihood leads to message/argument processing; usually leads to more enduring attitude change

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24
Q

What does a low EL lead to?

A

A low elaboration likelihood leads to Peripheral cue processing usually more temporary attitude changes

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25
Q

Duel routes

A

A combination of both processing strategies in regards to elaboration likelihood

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26
Q

The theory of reasoned action (TORA)

A

The relationship of the consumers attitude and normative influences to their behavior

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27
Q

Vicarious learning

A

An attempt to change preferences and behavior by having an individual observe the actions and consequences of others behavior.

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28
Q

Integrated information response model

A

Lays out in a visual manner the relation between the levels of advertising and direct experience contrasted in high order and low order beliefs.

29
Q

In – house

A
  • Options available to firms seeking to advertise

Large overhead, expensive, not often used

30
Q

A la carte

A
  • Options available to firms seeking to advertise

Purchase services as needed, can be expensive and sometimes lack sustainability

31
Q

SUCCESs

A 
*message stickiness:
Simplicity
Unexpectedness
Concreteness
Credibility
Emotionality 
Storytelling
32
Q

Means-end chaining

A

Attributes to consequences(means) to values (end)

33
Q

MECCAS

A

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

34
Q

Corporate advocacy (issue) advertising

A

Advertises a controversial social issue of public importance

35
Q

Q-score

A

Celebrities popularity percentage divided by the familiarity percentage

36
Q

Interstitial

A
  • A form of all online and mobile advertising

Textual add that appears in between pages while they’re loading

37
Q

Superstitial

A
  • A form of all online and mobile advertising

Video ad that plays in between pages

38
Q

Database marketing (DBM)

A

Consumer information that is collected, analyzed, and used to predict behavior and tailor marketing messages.

39
Q

Inbound telemarketing

A

A firms representatives using telemarketing to take sales orders and handle complaints.

40
Q

Outbound telemarketing

A

A firms representatives using telemarketing to solicit sales from others.

41
Q

Opportunity to see(OTS)

A
  • A form of advertising media objectives

The opportunity of a consumer to see any of an advertisers media

42
Q

Rating

A
  • A form of advertising media objectives

A percentage of an audience, participating population divided by total population.

43
Q

Positioning advertising copy test (PACT)

A

Nine established principles for testing message effectiveness

44
Q

Zaltman Metaphor Elicitation Technique (ZMET)

A

Research method based on nonverbal cues

45
Q

Quantitative message research

A

Concerned with measuring the pretest and post test effects of an advertising message

46
Q

Push

A

The efforts of manufacturers to motivate sales people and retailers to sell (and and retailers case, then purchase) more product.

47
Q

Pull

A

The efforts of sales people and retailers to pull in more consumers to purchase product

48
Q

Off – invoice allowances

A

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

49
Q

Bill – back allowances

A

A manufacturer reimburses retailers for specific advertising or promotional deals offered to consumers

50
Q

Slotting allowances

A

When a retailer bills a manufacturer for expenses involved with shelfing a new product

51
Q

Deslotting

A

When retailers bill the manufacturer for costs associated with a failed brand and the removal from shelves

52
Q

Forward buying

A

When retailers only purchase products during deal and warehouse products until the next deal.

53
Q

Diverting

A

When a retailer purchases large amounts of products and resells product to other retailers or consumers at different prices

54
Q

Account specific marketing

A

Also known as comarketing, focuses trade promotion efforts on specific retail accounts

55
Q

BOGO

A

Buy one, get one free

56
Q

Self liquidating offers

A

Consumer pays the actual cost for a premium, not retail cost

57
Q

Phantom discount

A

Consumers who never bother to redeem their refunds rebates or coupons

58
Q

Overlay program

A

The use of multiple promotions among brands that work together.

59
Q

Program evaluation

A

Evaluate the idea and conduct “postmortem analysis”

60
Q

Reactive MPR

A

*marketing public relations

MPR Communications that are responsive in nature to outside influences

61
Q

Contamination rumors

A

Deal with undesirable or harmful products or store features

62
Q

Opinion leader

A

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

63
Q

Gestalt

A

A term used to describe the concept of a unified whole, not individual aspects

64
Q

VIEW

A

Visibility
Information
Emotionality
Workability

65
Q

Point of purchase(POP)

A

The location of an items purchased

Example: permanent, semi permanent, or temporary display

66
Q

First moment of truth (FMOT)

A

The few seconds when consumers encounter a brand in the store

67
Q

Pioneering research for an in-store metric (PRISM)

A

A procedure of standard diagnostics of in-store media

68
Q

Antiquated selling

A

This is seller oriented

69
Q

Modern selling

A

This is customer oriented

70
Q

Marketing mix model (MMM)

A

Assesses the effect of marketing communication decisions relative to other elements using multivariate regression analysis

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