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Difficult Terms Flashcards

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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
What does a low EL lead to?
A low elaboration likelihood leads to Peripheral cue processing usually more temporary attitude changes
25
Duel routes
A combination of both processing strategies in regards to elaboration likelihood
26
The theory of reasoned action (TORA)
The relationship of the consumers attitude and normative influences to their behavior
27
Vicarious learning
An attempt to change preferences and behavior by having an individual observe the actions and consequences of others behavior.
28
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.
29
In – house
* Options available to firms seeking to advertise Large overhead, expensive, not often used
30
A la carte
* Options available to firms seeking to advertise Purchase services as needed, can be expensive and sometimes lack sustainability
31
SUCCESs
``` *message stickiness: Simplicity Unexpectedness Concreteness Credibility Emotionality Storytelling ```
32
Means-end chaining
Attributes to consequences(means) to values (end)
33
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
34
Corporate advocacy (issue) advertising
Advertises a controversial social issue of public importance
35
Q-score
Celebrities popularity percentage divided by the familiarity percentage
36
Interstitial
* A form of all online and mobile advertising Textual add that appears in between pages while they're loading
37
Superstitial
* A form of all online and mobile advertising Video ad that plays in between pages
38
Database marketing (DBM)
Consumer information that is collected, analyzed, and used to predict behavior and tailor marketing messages.
39
Inbound telemarketing
A firms representatives using telemarketing to take sales orders and handle complaints.
40
Outbound telemarketing
A firms representatives using telemarketing to solicit sales from others.
41
Opportunity to see(OTS)
* A form of advertising media objectives The opportunity of a consumer to see any of an advertisers media
42
Rating
* A form of advertising media objectives A percentage of an audience, participating population divided by total population.
43
Positioning advertising copy test (PACT)
Nine established principles for testing message effectiveness
44
Zaltman Metaphor Elicitation Technique (ZMET)
Research method based on nonverbal cues
45
Quantitative message research
Concerned with measuring the pretest and post test effects of an advertising message
46
Push
The efforts of manufacturers to motivate sales people and retailers to sell (and and retailers case, then purchase) more product.
47
Pull
The efforts of sales people and retailers to pull in more consumers to purchase product
48
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
49
Bill – back allowances
A manufacturer reimburses retailers for specific advertising or promotional deals offered to consumers
50
Slotting allowances
When a retailer bills a manufacturer for expenses involved with shelfing a new product
51
Deslotting
When retailers bill the manufacturer for costs associated with a failed brand and the removal from shelves
52
Forward buying
When retailers only purchase products during deal and warehouse products until the next deal.
53
Diverting
When a retailer purchases large amounts of products and resells product to other retailers or consumers at different prices
54
Account specific marketing
Also known as comarketing, focuses trade promotion efforts on specific retail accounts
55
BOGO
Buy one, get one free
56
Self liquidating offers
Consumer pays the actual cost for a premium, not retail cost
57
Phantom discount
Consumers who never bother to redeem their refunds rebates or coupons
58
Overlay program
The use of multiple promotions among brands that work together.
59
Program evaluation
Evaluate the idea and conduct "postmortem analysis"
60
Reactive MPR
*marketing public relations MPR Communications that are responsive in nature to outside influences
61
Contamination rumors
Deal with undesirable or harmful products or store features
62
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
63
Gestalt
A term used to describe the concept of a unified whole, not individual aspects
64
VIEW
Visibility Information Emotionality Workability
65
Point of purchase(POP)
The location of an items purchased Example: permanent, semi permanent, or temporary display
66
First moment of truth (FMOT)
The few seconds when consumers encounter a brand in the store
67
Pioneering research for an in-store metric (PRISM)
A procedure of standard diagnostics of in-store media
68
Antiquated selling
This is seller oriented
69
Modern selling
This is customer oriented
70
Marketing mix model (MMM)
Assesses the effect of marketing communication decisions relative to other elements using multivariate regression analysis

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