Bus 121 15
Terms
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- advocacy advertising
- advertising that takes a stand on a social or economic issue; also called grassroots lobbying.
- cost per thousand (CPM)
- cost per thousand contracts is a term used in expressing advertising costs; refers to the cost of reaching 1,000 members of the target market.
- advertising media
- the channels through which advertising is carried to prospective customers; includes newspapers, magazines, radio, television, outdoor advertising, direct mail, and the Internet.
- product advertising
- advertising that features a specific good or service.
- personal selling
- a face-to-face presentation to a prospective customer.
- reach
- the number of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks.
- reminder advertising
- advertising that is used to keep a product's name in the publics mind.
- behavior targeting
- targeting individuals based on their click stream.
- sales promotions
- marketing events or sales efforts - not including advertising, personal selling, and public relations - that stimulate buying.
- publicity
- information about a company or product that appears in the news media and is not directly paid for by the company.
- comparative advertising
- advertising that compares the company's product with competing, named products.
- advertising
- any paid form of non personal presentation by an identified sponsor.
- advertising agencies
- companies that help create ads and place them in the proper media.
- promotional mix
- the combination of advertising, personal selling, sales promotion, and public relations used to promote a product.
- prospecting
- the process of looking for sales prospects.
- detailing
- the physical stocking of merchandise at a retailer by the salesperson who delivers the merchandise.
- institutional advertising
- advertising that creates a positive picture of a company and its ideals, services, and roles in the community.
- integrated marketing communications (IMC)
- the careful coordination of all promotional activities - media advertising, sales promotion, personal selling, and public relations, as well as direct marketing, packaging, and other forms of promotion - to produce a consistent, unified message that is customer focused.
- advertising campaign
- a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
- frequency
- the number of times an individual is exposed to an advertising message.
- promotion
- the attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.
- public relations
- any communication or activity designed to win goodwill or prestige for a company or person.
- push strategy
- a promotional strategy in which a manufacturer uses aggressive personal selling and trade advertising to convince a wholesaler or retailer to carry and sell its merchandise.
- pull strategy
- a promotional strategy in which a manufacturer focuses on stimulating consumer demand for its product, rather than on trying to persuade wholesalers or retailers to carry the product.
- audience selectivity
- an advertising medium's ability to reach a precisely defined market.