Marketing Test #4 Flashcards Preview

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Flashcards in Marketing Test #4 Deck (51):
1

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. ie broadcast, print, internet, outdoor

Advertising

2

the short-term incentive to encourage the purchase or sale of a product or service. ie discounts, coupons, displays, demonstrations

Sales Promotion

3

involves building good relations with the company's various publics. ie press releases, sponsorships, special events, or web pages

Public Relations

4

the personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. ie sales presentations, trade shows, incentive programs

Personal Selling

5

involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. ie catalog, telemarketing, kiosks

Direct Marketing

6

the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Integrated Marketing Communications

7

Get Attention, Hold Interest, Arouse Desire, Obtain Action

AIDA Model

8

an appeal or theme that will produce the desired response. ie rational appeal, emotion appeal, moral appeal

Message Content

9

relates to the audience's self-interest

Rational Appeal

10

an attempt to stir up positive or negative emotions to motivate a purchase

Emotional Appeal

11

directed at the audience's sense of right and proper

Moral Appeal

12

involves two or more people communicating directly with each other. effective because it allows personal addressing and feedback

Personal Communications

13

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

Buzz Marketing

14

people within a reference group who, because of their special skills, knowledge, personality, or other, characteristics, exerts social influence on others

Opinion Leaders

15

media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly

Non-personal Communication

16

include print, broadcast, display, and online media

Major Media

17

designed environments that create or reinforce the buyer's leaning toward buying a product

Atmospheres

18

sets the budge at an affordable level. ignores the effects of promotion on sales

Affordable Budget Method

19

sets the budget at a certain percentage of current or forecasted sales or unit sales price

Percentage of Sales Method

20

sets the budget to match competitor outlays

Competitive-parity Method

21

sets the budget based on what the firm wants to accomplish with promotion

Objective and Task Method

22

a specific communication task to be accomplished with a specific target audience during a specific time

Advertising Objective

23

used when introducing a new product category, the objective it to build primary demand

Informative Advertising

24

important with increased competition to build selective demand

Persuasive Advertising

25

important with mature products to help maintain customer relationships and keep customers thinking about the product

Reminder Advertising

26

the strategy by which the company accomplished its advertising objectives

Advertising Strategy

27

represents the merging of advertising and entertainment

Madison & Vine

28

the general message that will be communicated to consumers

Message Strategy

29

the idea that will bring the message strategy to life and guide specific appeals to be sued in an advertising campaign

Creative Concept

30

when the advertiser turns the big idea into an actual ad execution that will capture the target market's attention and interest

Message Execution

31

measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Reach

32

measure of how many times the average person in the target market is exposed to the message

Frequency

33

the qualitative value of a message exposure through a given medium

Impact

34

involves decisions presenting the media effectively and efficiently to the target customer and must consider the message's impact, effectiveness, and cost

Selecting Media Vehicles

35

focuses the message on selected market segments

Narrowcasting

36

Factors considered when planner decides on media timing

Seasonality and Pattern of the Advertising

37

the net return on advertising investment divided by the costs of the advertising investment

Return on the Advertising Investment

38

involves the creating and placing of newsworthy information to attract attention to a person, product, or service

Press Relations

39

involves publicizing specific products

Product Publicity

40

involves building and maintaining national or local community relations

Public Affairs

41

involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Lobbying

42

involves maintaining relationships with shareholders and others in the financial community

Investor Relations

43

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support

Development

44

remember public relations is a fraction of the cost of advertising!!!

!!!!

45

the interpersonal part of the promotion mix and the most effective tool in the marketing mix

Personal Selling

46

are an effective live between the company and its customers to produce customer value and company profit

Salespeople

47

the analysis, planning, implementation, and control of sales force activities

Sales Force Management

48

refers to a structure where each salesperson sells along customer or industry lines

Customer Sales Force Structure

49

refers to a structure where each salesperson sells along product lines

Product Sales Force Structure

50

refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company's full line of products and services to all customers in that territory

Territorial Sales Force Structure

51

refers to a structure where a wide variety of products is sold to many types of customers over a broad geographic area and combines several types of sales force structures

Complex Sales Force Structure