Exam 3 Flash Cards
1
Q
What are the channel activities?
A
Marketing information, marketing management, facilitating exchanges, activities done by wholesaler, price, promotion, and physical distribution
2
Q
How do you calculate contractual efficiency?
A
Without a wholesaler, you multiply the number of producers by the number of retailers to get the number of contracts. With a wholesaler, you add the number of producers to the number of retailers to get the number of contracts.
3
Q
What are the types of channels?
A
Direct channel and indirect channel; indirect channel can be one level, two levels, or three levels
4
Q
Direct Channel
A
Producer directly to consumer
5
Q
One Level Indirect Channel
A
Prouder to retailer to consumer
6
Q
Two Levels Indirect Channel
A
Producer to wholesaler to retailer to consumer
7
Q
Three Levels Indirect Channel
A
Producer to agent/broker to wholesaler to retailer to consumer
8
Q
Dual Distribution
A
The use of two or more marketing channels to distribute the same products to the same target market
9
Q
Corporate VMS
A
Combines all stages of marketing channel under a single owner, maintains advantage through speed and lower prices
10
Q
Administered VMS
A
All channel members are independent and one member coordinates all members
11
Q
Contractual VMS
A
Channel members are linked by legal agreements spelling out each member’s rights and obligations
12
Q
What are the three intensities of market coverage?
A
Intensive, selective, exclusive
13
Q
Intensive Market Coverage
A
Available in many retail outlets, convenience products
14
Q
Selective Market Coverage
A
Available in some outlets, shopping products
15
Q
Exclusive Market Coverage
A
Available in very few outlets, specialty products
16
Q
Channel Power
A
The ability of one channel member to influence another member’s goal achievement
17
Q
How can dual distribution violate the law?
A
When the manufacturer that uses company owned outlets to dominate or drive out of business independent retailers or distributors that handle its products
18
Q
Restricted Sales Territories
A
To tighten control over product distribution, a manufacturer may try to prohibit intermediaries from selling outside of designated sales territories
19
Q
Tying Agreements
A
An agreement in which a supplier furnishes a product to a channel member with the stipulation that the channel member must purchase other products as well
20
Q
Exclusive Dealing
A
When a manufacturer forbids an intermediary to carry products of competing manufacturers
21
Q
Refusal to Deal
A
Producers have the right to choose or reject the channel members with which they will do business, but within existing distribution channels suppliers may not legally refuse to deal with wholesalers or dealers merely because they resist policies that are anticompetitive or in restraint of trade
22
Q
Logistics/Physical Distribution
A
Refers to the activities used to move products from producer to consumer and other end users
23
Q
What are the five logistics activities?
A
Order processing, inventory management, materials handling, warehousing, and transportation
24
Q
Order Processing
A
The receipt and transmission of sales order information; entails order entry, order handling, and order delivery
25
Inventory Management
Developing and maintaining adequate assortments of products to meet customers' needs
26
Materials Handling
The physical handling of tangible goods, supplies, and resources
27
Warehousing
The design and operation of faculties for storing and moving goods
28
Transportation
The movement of products form where they are made to intermediaries and end users
29
What are the three types of warehouses?
Private, public, and distribution center
30
Private Warehouses
Company-operated facilities for storing and shipping products
31
Public Warehouses
Storage space and related physical distribution faculties that can be leased by companies
32
Distribution Centers
Large, centralized warehouses that focus on moving rather than storing goods
33
When should you use railroads?
To carry heavy freight that must be shipped long distance over land
34
When should you use trucks?
When needing specialized schedule and route; also when other transportations cannot provide door to door deliveries
35
When should you use waterways?
To carry a large amount of nonperishable goods on a low budget
36
When should you use airplanes?
To carry high value and low bulk perishable goods a far distance quickly, used for larger budgets
37
When should you use pipelines?
To move products slowly but continuously and at a relatively low cost
38
What are the three types of intermodal transportation?
Piggyback, fishyback, and birdyback
39
Piggyback Intermodal Transportation
Using truck trailers and railway flatcars
40
Fishyback Intermodal Transportation
Using truck trailers and water carriers
41
Birdyback Intermodal Transportation
Using truck trailers and air carriers
42
General Merchandise Wholesalers
Full service wholesalers with a wide product mix but limited depth within product lines
43
Limited Line Wholesalers
Full service wholesalers that carry only a few product lines but many products within those lines
44
Specialty Line Wholesalers
Full service wholesalers that carry only a single product line or few items within a product line
45
Rack Jobbers
Full service, specialty line wholesalers that own and maintain display racks in stores
46
Cash and Carry Wholesalers
Limited service wholesalers whose customers pay cash and furnish transportation
47
Truck Wholesalers
Limited service wholesalers that transport products directly to customers for inspection and selection
48
Drop Shippers
Limited service wholesalers that take title of goods and negotiate sales but never actually take possession of products
49
Mail Order Wholesalers
Limited service wholesalers that sell products through catalogs
50
Department Store
Large organization offering a wide product mix and organized into separate departments
51
Discount Store
Self service, general merchandise store offering brand name and private brand products at low prices
52
Convenience Store
Small, self service store offering narrow product assortment in convenient locations
53
Supermarket
Self service store offering complete line of food products and some nonfood products
54
Superstore
Giant outlet offering all food and nonfood products found in supermarkets, as well as most routinely purchased products
55
Hypermarket
Combination supermarket and discount store, larger than a superstore
56
Warehouse Club
Large scale, member only establishments combining cash and carry wholesaling with discount retailing
57
Warehouse Showroom
Facility in a large, low cost building with large on premises inventories and minimal service
58
What are the different types of direct marketing?
Catalog marketing, direct response marketing, telemarketing, television home shopping, and online retailing
59
Catalog Marketing
A type of marketing in which an organization provides a catalog from which customers make selections and place orders by mail, telephone, or the internet
60
Direct Response Marketing
A type of marketing in which a retailer advertises a product and makes it available through mail or telephone orders
61
Telemarketing
The performance of marketing related activities by telephone
62
Television Home Shopping
A form of selling in which products are presented to television views, who can buy them by calling a toll free number and paying with a credit card
63
Online Retailing
Retailing that makes products available to buyers through computer connection
64
Direct Selling
Marketing products to ultimate consumers through face to face sales presentations at home or in the workplace
65
Automatic Vending
The use of machines to dispense products
66
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
67
Receiver
The individual, group, or organization that decodes a coded message
68
Coding Process
Converting meaning into a series of signs or symbols
69
Communication Channel
The medium of transmission that carries the coded message from the source to the receiver or audience
70
Decoding Process
Signs or symbols are converted into concepts or ideas
71
Noise
Anything that reduces the clarity and accuracy of the communication
72
Feedback
The receiver's response to a decoded message
73
Channel Capacity
The limit on the volume of information a communication channel can handle effectively
74
What are the objectives of promotion?
Create awareness, stimulate demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotional efforts, and reduce sales fluctuations
75
Create Awareness
Crucial to initiating product adoption, help generate revenues to recoup research and development costs, and refresh interest in existing brands
76
Stimulate Demand
Primary demand is for product category, selective demand is for specific brand, pioneer promotion is promotion that informs consumers about a new product
77
Encourage Product Trial
Distributing product samples fosters consumer evaluation of a product
78
Identify Prospects
Customer response promotions generate sale leads
79
Retain Loyal Customers
Frequent user programs reward loyal customers
80
Facilitate Reseller Support
Advertising by producers promote sales for reseller
81
Combat Competitive Promotional Efforts
Promotions countering competitors' own promotions
82
Reduce Sales Fluctuations
Promotion raises sales in off peak sales periods
83
What are the components in the promotion mix?
Advertising, personal selling, public relations, sales promotion
84
Advertising
A paid non-personal communication about an organization and its products transmitted to a target audience through mass media
85
Personal Selling
Sales, paid personal communication
86
Public Relations
Broad set of communication efforts used to create and maintain favorable relationships between the organization and its stakeholders
87
Sales Promotion
An activity or material that acts as a direct inducement offering added value or incentive
88
Push Policy
Promoting a product only to the next institution down the marketing channel
89
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through a marketing channel
90
Product Placement
Brand appears in program
91
Product Integration
Brand appears as a part of a storyline
92
What are the alternative types of advertising objectives?
Institutional, advocacy, product
93
Institutional Advertising Objective
Advertising for a place of education
94
Advocacy Advertising Objective
Advertising for a position on an issue
95
Product Advertising Objective
Pioneer: to introduce a product or product category; or Competitive: comparative for those who do not hold the most market share, reminder, or reinforcement
96
What are the three communication appeals used in advertising?
Rational, emotional, moral
97
Rational Communication Appeal
Price, quality; not often used by itself
98
Emotional Communication Appeal
Positive or negative emotions
99
Moral Communication Appeal
Appealing to sense of what is right or wrong
100
Objective-and-task Approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
101
Percentage-of-sales Approach
Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage
102
Competition-matching Approach
Determining an advertising budget by trying to match competitors' advertising outlays
103
Arbitrary Method
Budgeting for an advertising campaign as specified by a high level executive in a firm
104
Reach
Percentage of target audience exposed to campaign
105
Frequency
How often an advertisement is seen
106
Media class vs. Media vehicle
Media class is the type of advertising while media vehicle is the exact show or program the advertisement will appear during
107
Television
People skip through commercials, cord cutting, overall cost very high
108
Radio
People feel connected to radio personalities, corporations taking over, younger audience not listening as much, radio not local anymore, no visual element
109
Newspapers
Average read age 55, they don't make as much online, should only advertise on Sunday
110
Magazine
High volume of readers per copy, specialized magazines most popular, high cost and long lead time, high audience selectivity
111
Direct Mail
Very cheap, very low response rate, can customize/personalize for each individual
112
Outdoor
Any advertising outside
113
Internet
Get higher in organic search results, at least on first page, most people do not click on ads, downside that banner ads are automated
114
Social Media
Generate organic impression, Facebook does not show all content to followers only about 1 to 2 percent, create good content to avoid paying for promotions
115
CPM
(Cost of ad \* 1000)/Total Audience = Cost per thousand people viewing
116
What are the three types of media schedules?
Continuous, flighting, and pulsing
117
Continuous media schedule
Same amount paid for ads throughout campaign
118
Flighting media schedule
Periods of lots of ads, then periods of none; greater impact with lower budget
119
Pulsing media schedule
Hybrid method; baseline of spending, bump up spending at certain times
120
What techniques are used to evaluate advertising?
Pretest, posttest, recognition test, unaided recall test, and aided recall test
121
Pretest
Evaluation of advertisements performed before a campaign begins
122
Posttest
Evaluation of advertising effectiveness after the campaign
123
Recognition Test
A posttest in which respondents are shown the actual ad and are asked if they recognize it
124
Unaided Recall Test
A posttest in which responded are asked to identify advertisements they have seen recently but are not given any recall clues
125
Aided Recall Test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories
126
Publicity
A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
127
News Release
A short piece of copy publicizing an event or a product
128
Feature Article
A manuscript of up to 3,000 words prepared for a specific publication
129
Captioned Photograph
A photograph with a brief description of its contents
130
Press Conference
A meeting used to announce major news events
131
Order Getter
Salespeople who sell to new customers and increase sales to current customers
132
Order Takers
Salespeople who primarily seek repeat sales
133
Support Personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales
134
Missionary Salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
135
Trade Salespeople
Salespeople involved mainly in helping a producer's customers promote a product
136
Technical Salespeople
Support salespeople who give technical assistance to a firm's current customers
137
Straight Salary Compensation Plan
Paying salespeople a specific amount per time period, regardless of selling effort
138
Straight Commission Compensation Plan
Paying salespeople according to the amount of their sales in a given period
139
Combination Compensation Plan
Paying salespeople a fixed salary plus a commission based on sales volume
140
Coupons
Written price reductions used to encourage consumers to buy a specific product
141
Cents-off Offers
Promotions that allow buyers to pay less than the regular price to encourage purchase
142
Money Refunds
Sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
143
Rebates
Sales promotion techniques in which a consumer receives a specified amount of money for making a single product purchase
144
Frequent-User Incentives
Incentive programs to reward customers who engage in repeat purchases
145
Point-of-purchase Materials
Signs, window displays, display racks, and similar devices used to attract customers
146
Demonstrations
Sales promotion methods a manufacturer used temporarily to encourage trail use and purchase of a product or to show how a product works
147
Free Samples
Samples of a product given out to encourage trial and purchase
148
Premiums
Items offered free or at a minimal cost as a bonus for purchasing a product
149
Consumer contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
150
Consumer games
Sales promotion methods in which individuals compete for prizes based primarily on chance
151
Consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
152
Buying allowance
A temporary price reduction to resellers purchasing specified qualities of a product
153
Buy-back allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over
154
Scan-back allowance
A manufacturer's reward to retailers based on a number of pieces scanned
155
Merchandise allowance
A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
156
Cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products
157
Dealer listings
Advertisements that promote a product and identify the names of participating retailers that sell the product
158
Free merchandise
A manufacturer's reward given to resellers that purchase a stated quantity of products
159
Dealer loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
160
Premium money (push money)
Extra compensation to salespeople for pushing a line of goods
161
Sales contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
162
What are the channel activities?
Marketing information, marketing management, facilitating exchanges, activities done by wholesaler, price, promotion, and physical distribution
163
How do you calculate contractual efficiency?
Without a wholesaler, you multiply the number of producers by the number of retailers to get the number of contracts. With a wholesaler, you add the number of producers to the number of retailers to get the number of contracts.
164
What are the types of channels?
Direct channel and indirect channel; indirect channel can be one level, two levels, or three levels
165
Direct Channel
Producer directly to consumer
166
One Level Indirect Channel
Prouder to retailer to consumer
167
Two Levels Indirect Channel
Producer to wholesaler to retailer to consumer
168
Three Levels Indirect Channel
Producer to agent/broker to wholesaler to retailer to consumer
169
Dual Distribution
The use of two or more marketing channels to distribute the same products to the same target market
170
Corporate VMS
Combines all stages of marketing channel under a single owner, maintains advantage through speed and lower prices
171
Administered VMS
All channel members are independent and one member coordinates all members
172
Contractual VMS
Channel members are linked by legal agreements spelling out each member's rights and obligations
173
What are the three intensities of market coverage?
Intensive, selective, exclusive
174
Intensive Market Coverage
Available in many retail outlets, convenience products
175
Selective Market Coverage
Available in some outlets, shopping products
176
Exclusive Market Coverage
Available in very few outlets, specialty products
177
Channel Power
The ability of one channel member to influence another member's goal achievement
178
How can dual distribution violate the law?
When the manufacturer that uses company owned outlets to dominate or drive out of business independent retailers or distributors that handle its products
179
Restricted Sales Territories
To tighten control over product distribution, a manufacturer may try to prohibit intermediaries from selling outside of designated sales territories
180
Tying Agreements
An agreement in which a supplier furnishes a product to a channel member with the stipulation that the channel member must purchase other products as well
181
Exclusive Dealing
When a manufacturer forbids an intermediary to carry products of competing manufacturers
182
Refusal to Deal
Producers have the right to choose or reject the channel members with which they will do business, but within existing distribution channels suppliers may not legally refuse to deal with wholesalers or dealers merely because they resist policies that are anticompetitive or in restraint of trade
183
Logistics/Physical Distribution
Refers to the activities used to move products from producer to consumer and other end users
184
What are the five logistics activities?
Order processing, inventory management, materials handling, warehousing, and transportation
185
Order Processing
The receipt and transmission of sales order information; entails order entry, order handling, and order delivery
186
Inventory Management
Developing and maintaining adequate assortments of products to meet customers' needs
187
Materials Handling
The physical handling of tangible goods, supplies, and resources
188
Warehousing
The design and operation of faculties for storing and moving goods
189
Transportation
The movement of products form where they are made to intermediaries and end users
190
What are the three types of warehouses?
Private, public, and distribution center
191
Private Warehouses
Company-operated facilities for storing and shipping products
192
Public Warehouses
Storage space and related physical distribution faculties that can be leased by companies
193
Distribution Centers
Large, centralized warehouses that focus on moving rather than storing goods
194
When should you use railroads?
To carry heavy freight that must be shipped long distance over land
195
When should you use trucks?
When needing specialized schedule and route; also when other transportations cannot provide door to door deliveries
196
When should you use waterways?
To carry a large amount of nonperishable goods on a low budget
197
When should you use airplanes?
To carry high value and low bulk perishable goods a far distance quickly, used for larger budgets
198
When should you use pipelines?
To move products slowly but continuously and at a relatively low cost
199
What are the three types of intermodal transportation?
Piggyback, fishyback, and birdyback
200
Piggyback Intermodal Transportation
Using truck trailers and railway flatcars
201
Fishyback Intermodal Transportation
Using truck trailers and water carriers
202
Birdyback Intermodal Transportation
Using truck trailers and air carriers
203
General Merchandise Wholesalers
Full service wholesalers with a wide product mix but limited depth within product lines
204
Limited Line Wholesalers
Full service wholesalers that carry only a few product lines but many products within those lines
205
Specialty Line Wholesalers
Full service wholesalers that carry only a single product line or few items within a product line
206
Rack Jobbers
Full service, specialty line wholesalers that own and maintain display racks in stores
207
Cash and Carry Wholesalers
Limited service wholesalers whose customers pay cash and furnish transportation
208
Truck Wholesalers
Limited service wholesalers that transport products directly to customers for inspection and selection
209
Drop Shippers
Limited service wholesalers that take title of goods and negotiate sales but never actually take possession of products
210
Mail Order Wholesalers
Limited service wholesalers that sell products through catalogs
211
Department Store
Large organization offering a wide product mix and organized into separate departments
212
Discount Store
Self service, general merchandise store offering brand name and private brand products at low prices
213
Convenience Store
Small, self service store offering narrow product assortment in convenient locations
214
Supermarket
Self service store offering complete line of food products and some nonfood products
215
Superstore
Giant outlet offering all food and nonfood products found in supermarkets, as well as most routinely purchased products
216
Hypermarket
Combination supermarket and discount store, larger than a superstore
217
Warehouse Club
Large scale, member only establishments combining cash and carry wholesaling with discount retailing
218
Warehouse Showroom
Facility in a large, low cost building with large on premises inventories and minimal service
219
What are the different types of direct marketing?
Catalog marketing, direct response marketing, telemarketing, television home shopping, and online retailing
220
Catalog Marketing
A type of marketing in which an organization provides a catalog from which customers make selections and place orders by mail, telephone, or the internet
221
Direct Response Marketing
A type of marketing in which a retailer advertises a product and makes it available through mail or telephone orders
222
Telemarketing
The performance of marketing related activities by telephone
223
Television Home Shopping
A form of selling in which products are presented to television views, who can buy them by calling a toll free number and paying with a credit card
224
Online Retailing
Retailing that makes products available to buyers through computer connection
225
Direct Selling
Marketing products to ultimate consumers through face to face sales presentations at home or in the workplace
226
Automatic Vending
The use of machines to dispense products
227
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
228
Receiver
The individual, group, or organization that decodes a coded message
229
Coding Process
Converting meaning into a series of signs or symbols
230
Communication Channel
The medium of transmission that carries the coded message from the source to the receiver or audience
231
Decoding Process
Signs or symbols are converted into concepts or ideas
232
Noise
Anything that reduces the clarity and accuracy of the communication
233
Feedback
The receiver's response to a decoded message
234
Channel Capacity
The limit on the volume of information a communication channel can handle effectively
235
What are the objectives of promotion?
Create awareness, stimulate demand, encourage product trial, identify prospects, retain loyal customers, facilitate reseller support, combat competitive promotional efforts, and reduce sales fluctuations
236
Create Awareness
Crucial to initiating product adoption, help generate revenues to recoup research and development costs, and refresh interest in existing brands
237
Stimulate Demand
Primary demand is for product category, selective demand is for specific brand, pioneer promotion is promotion that informs consumers about a new product
238
Encourage Product Trial
Distributing product samples fosters consumer evaluation of a product
239
Identify Prospects
Customer response promotions generate sale leads
240
Retain Loyal Customers
Frequent user programs reward loyal customers
241
Facilitate Reseller Support
Advertising by producers promote sales for reseller
242
Combat Competitive Promotional Efforts
Promotions countering competitors' own promotions
243
Reduce Sales Fluctuations
Promotion raises sales in off peak sales periods
244
What are the components in the promotion mix?
Advertising, personal selling, public relations, sales promotion
245
Advertising
A paid non-personal communication about an organization and its products transmitted to a target audience through mass media
246
Personal Selling
Sales, paid personal communication
247
Public Relations
Broad set of communication efforts used to create and maintain favorable relationships between the organization and its stakeholders
248
Sales Promotion
An activity or material that acts as a direct inducement offering added value or incentive
249
Push Policy
Promoting a product only to the next institution down the marketing channel
250
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through a marketing channel
251
Product Placement
Brand appears in program
252
Product Integration
Brand appears as a part of a storyline
253
What are the alternative types of advertising objectives?
Institutional, advocacy, product
254
Institutional Advertising Objective
Advertising for a place of education
255
Advocacy Advertising Objective
Advertising for a position on an issue
256
Product Advertising Objective
Pioneer: to introduce a product or product category; or Competitive: comparative for those who do not hold the most market share, reminder, or reinforcement
257
What are the three communication appeals used in advertising?
Rational, emotional, moral
258
Rational Communication Appeal
Price, quality; not often used by itself
259
Emotional Communication Appeal
Positive or negative emotions
260
Moral Communication Appeal
Appealing to sense of what is right or wrong
261
Objective-and-task Approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
262
Percentage-of-sales Approach
Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage
263
Competition-matching Approach
Determining an advertising budget by trying to match competitors' advertising outlays
264
Arbitrary Method
Budgeting for an advertising campaign as specified by a high level executive in a firm
265
Reach
Percentage of target audience exposed to campaign
266
Frequency
How often an advertisement is seen
267
Media class vs. Media vehicle
Media class is the type of advertising while media vehicle is the exact show or program the advertisement will appear during
268
Television
People skip through commercials, cord cutting, overall cost very high
269
Radio
People feel connected to radio personalities, corporations taking over, younger audience not listening as much, radio not local anymore, no visual element
270
Newspapers
Average read age 55, they don't make as much online, should only advertise on Sunday
271
Magazine
High volume of readers per copy, specialized magazines most popular, high cost and long lead time, high audience selectivity
272
Direct Mail
Very cheap, very low response rate, can customize/personalize for each individual
273
Outdoor
Any advertising outside
274
Internet
Get higher in organic search results, at least on first page, most people do not click on ads, downside that banner ads are automated
275
Social Media
Generate organic impression, Facebook does not show all content to followers only about 1 to 2 percent, create good content to avoid paying for promotions
276
CPM
(Cost of ad \* 1000)/Total Audience = Cost per thousand people viewing
277
What are the three types of media schedules?
Continuous, flighting, and pulsing
278
Continuous media schedule
Same amount paid for ads throughout campaign
279
Flighting media schedule
Periods of lots of ads, then periods of none; greater impact with lower budget
280
Pulsing media schedule
Hybrid method; baseline of spending, bump up spending at certain times
281
What techniques are used to evaluate advertising?
Pretest, posttest, recognition test, unaided recall test, and aided recall test
282
Pretest
Evaluation of advertisements performed before a campaign begins
283
Posttest
Evaluation of advertising effectiveness after the campaign
284
Recognition Test
A posttest in which respondents are shown the actual ad and are asked if they recognize it
285
Unaided Recall Test
A posttest in which responded are asked to identify advertisements they have seen recently but are not given any recall clues
286
Aided Recall Test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories
287
Publicity
A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
288
News Release
A short piece of copy publicizing an event or a product
289
Feature Article
A manuscript of up to 3,000 words prepared for a specific publication
290
Captioned Photograph
A photograph with a brief description of its contents
291
Press Conference
A meeting used to announce major news events
292
Order Getter
Salespeople who sell to new customers and increase sales to current customers
293
Order Takers
Salespeople who primarily seek repeat sales
294
Support Personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales
295
Missionary Salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
296
Trade Salespeople
Salespeople involved mainly in helping a producer's customers promote a product
297
Technical Salespeople
Support salespeople who give technical assistance to a firm's current customers
298
Straight Salary Compensation Plan
Paying salespeople a specific amount per time period, regardless of selling effort
299
Straight Commission Compensation Plan
Paying salespeople according to the amount of their sales in a given period
300
Combination Compensation Plan
Paying salespeople a fixed salary plus a commission based on sales volume
301
Coupons
Written price reductions used to encourage consumers to buy a specific product
302
Cents-off Offers
Promotions that allow buyers to pay less than the regular price to encourage purchase
303
Money Refunds
Sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
304
Rebates
Sales promotion techniques in which a consumer receives a specified amount of money for making a single product purchase
305
Frequent-User Incentives
Incentive programs to reward customers who engage in repeat purchases
306
Point-of-purchase Materials
Signs, window displays, display racks, and similar devices used to attract customers
307
Demonstrations
Sales promotion methods a manufacturer used temporarily to encourage trail use and purchase of a product or to show how a product works
308
Free Samples
Samples of a product given out to encourage trial and purchase
309
Premiums
Items offered free or at a minimal cost as a bonus for purchasing a product
310
Consumer contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
311
Consumer games
Sales promotion methods in which individuals compete for prizes based primarily on chance
312
Consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
313
Buying allowance
A temporary price reduction to resellers purchasing specified qualities of a product
314
Buy-back allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over
315
Scan-back allowance
A manufacturer's reward to retailers based on a number of pieces scanned
316
Merchandise allowance
A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
317
Cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products
318
Dealer listings
Advertisements that promote a product and identify the names of participating retailers that sell the product
319
Free merchandise
A manufacturer's reward given to resellers that purchase a stated quantity of products
320
Dealer loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
321
Premium money (push money)
Extra compensation to salespeople for pushing a line of goods
322
Sales contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
