Part 2 Flashcards
Counter stand
A small holder for merchandise or flyers usually located near the check-out registers.
Direct marketing
Direct connections from a firm to carefully targeted individual entities [businesses and/or consumers] to both obtain an immediate response and cultivate lasting customer relationships.
Direct - mail marketing
Mailings from a firm to carefully targeted entities that include letters, ads, samples, and fold-outs sent to prospects and/or customers on mailing lists.
Direct - response TV marketing
The direct marketing of products via television, including direct-response television advertising, infomercials, and/or home shopping channels/networks.
End cap
The display section in a retail store formed by the end of back-to-back shelves.
Floor Stand
A piece of merchandise display furniture that stands alone and requires no additional support.
Flyer
A small piece of sales collateral that provides a little information on a very cost-effective basis.
Online Marketing
Any type of attention-getting message that appears while consumers are surfing the Web.
Tag Along
A small piece of collateral usually located near the merchandise item intended for prospects to use to evaluate the purchase of the item.
Telephone Sales
Using the phone to solicit orders directly from customers.
Ad Agency
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating any or all or portions of their advertising programs.
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Affordable Method
Setting the promotion budget at the level management thinks the company can afford.
Competitive - Parity Method
Setting the promotion budget to match competitors’ outlays.
Objective-and-task method
Developing the promotion budget by [1] defining specific objectives, [2] determining the tasks that must be performed to achieve these objectives, and [3] estimating the costs of performing these tasks.
