Final Exam Flashcards
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
Integrated marketing communications
Digital advertising that matches the appearance and purpose of the content in which it is embedded
native advertising
budgeting for an advertising campaign as specified by a high-level executive in the firm
native advertising
Support salespeople, usually employed by a manufacturer, who assist the producer’s customers in selling to their own customers
Missionary salespeople
Paying salespeople according to the amount of their sales in a given time period
straight commission compensation plan
An advertisement that promotes a product and identifies the names of participating retailers that sell the product
Dealer listing
an advantage that cannot be copied by the competition
Sustainable competitive advantage
Demand for a product category rather than for a specific brand
Primary demand
Promoting a product only to the next institution down the marketing channel
Push policy
Advertising that promotes the uses, features, and benefits of products
Product advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
Competitive advertising
budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage
percent of sales approach
advertisements run for set periods of time, alternating with periods in which no ads run
flighting schedule
identifies changes in public opinion affecting an organization
Environmental monitoring
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
sales promotion
