marketing 310
Terms
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copy deck
- cross-promotion (cooperative)
- 2+ g/s join forces to create interest using a single promo tool.
- Account management
- Soul of the operation Develops strategy for the client, supervises day-to-day activities on account Primary liason between agency and client
- Ad campaign
- coordinated ,comprehensive plan that carries out promo objectives and results in a series of adv.s placed in media over a period of time
- adv. exposure
- degree to which the target market will see an ad message in a specific vehicle
- advergaming
- brand placements in video games
- Advertising
- -nonpersonal communication -paid for by an identified sponsor using mass media to persuade or inform.
- advertising appeal
- central idea or theme of an advertising message
- Advocacy advertising
- Public service adv. provided by an org. seeking to influence public poinion on an issue b/c it has some stake in the outcome
- aided recall
- research tech. that uses clues to prompt answers from ppl about ads seen/heard
- aperture
- best place and time to reach a person in the target market group
- approach
- 1st step of sales presentation salesperson trys to learn more about customers needs builds rapport
- attitudinal mesaures
- research tech. probes a consumer's beliefs or feeligns about a prod. before and after being exposed to messages about it
- banners
- rectangular on websites most popular form of web adv.
- breaking bulk
- dividing larger quantities of goods into smaller lots in order to meet needs of buyers
- bus to bus channel
- flow of goods from producer to an org. or bus cust.
- buttons
- small banner-type ads can be placed anywhere on a page
- case allowance
- discount to the retailer or wholesaler based on the volume of prod. ordered
- channel leader
- firm at one level of dist that takes a leadership role, est op norms and processes based on its power relative to other channel members
- channel levels
- # of distinct categories of intermediaries that populate channel of dist.
- Comparitive advertising
- names one ore more competitors
- consumer channels
- direct channel
- conventional marketing system
- multiple-level dist. channel in which members work independently of one another
- copy testing
- measures effectiveness of ads
- cost per thousand
- cost to deliver a message to 1,000 ppl or homes
- creating assortments
- providing a variety of prods in one location to meet needs of buyers
- creative selling process
- seeking out protential customers, analyzing needs, determining how prod attributes might provide benefits for customer and then comm. that info
- Creative Services
- Heart of the communication effort Dream up and produce ads
- Creative strategy
- process that turns a concept into an advertisement
- demonstration
- shows a product in action
- direct marketing
- any direct comm. to a consumer or business recipient designed to genereate a response in the form of an order, request for more info, and/or visit to a store or other place of business for purchase of prod
- direct-respons adv.
- direct marketing approach that allows consumer to respond to a message by immediately contacting the provider to ask questions or order the product
- disintermediation (of the channel of distribution)
- elimination of som layers of channel in order to cut costs and improve efficiency of channel
- exclusive distribution
- sellin only through a single outlet in particular region
- facilitating functions
- functions of channel intermediaries that make the purchase process easier to customers and maufacturers
- fear appeals
- physical harm, social harm, disapproval
- followup
- after sale that provides important services to custoemrs
- frequency
- avg. # of times a person in target group will be exposed
- frequency programs
- consumer sales promo programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs
- full-service agency
- provides most or all of services needed to mount a campaign, including research, creation, media selection, and production of final message
- gross rating points
- measure used for comparing the effectiveness of dffrnt media vehicles: avg. reach x frequency
- GRPs
- gross rating points
- horizontal ms
- arrangement w/in a channel of dist in which two + firms at same channel level work together for common purpose
- humorous appeals
- using humor to sell or attract consumer
- hybrid marketing systems
- uses a number of diff channels and comm methods to serve a target market
- impressions
- # of ppl who will be exposed to a message
- independent intermediaires
- channel intermediaries that aren't controlled by any mnftr but instead fdo bus w/ many diff mnftr and many customers
- insourcing
- practice in which a co contracts w/ a specialist firm to handle all or part of its supply chain operatiosn
- Institutional advertising
- Promotes the activities, personality, or point of view of an organization
- intensive distribution
- selling prod though all suitable wholesalers or retailers that are willing to stock and sell product
- knowledge mgmt
- comprehensive approach to collecting organizing storeing and retrieving info assets
- Lifestyle
- shows a person or persons attractive to the target market in an appealing setting "part of the scene"
- limited-service agency
- provides one + specialeized services, such as media buying or creative development
- logistics
- process of designing, managing, and improving the movement of prods through the supply chain
- m-commerce
- promo and other e-commerce activities transmitted over mobile phones and other mobile devices such as pdas
- Media Planning
- Legs of the campaign Determines which communication vehicles are most effective Determines where, when, how
- Media schedule
- specifies the exact media to use for the campaign as well as when and how often the message should appear
- merchandise agents
- channel intermediaries that provide services in exhange for commissions but never take title to product
- merchandising allowance
- reimburses the retailer for in-store support of prod.
- merchant wholesalers
- intermediaries that buy goods from mnftrs and sellto retailers and other business to business cust.
- missionary salesperson
- informs but does not complete sale
- order getter
- develops long term relationships
- Out of home media
- blimps, transit ads, billboards
- permission marketing
- gives consumer the power to opt in or out
- personal selling
- occurs when a company representative interacts directly with a customer or prospective sutomer to comm. about g/s
- place-based media
- transmit media in public places, i.e. airports, doctors' offices where certain types of people congregate
- point of purchase promo
- in-sotre displays or signs
- POP
- point of purchase promo
- post testing
- research conducted on feedback to actual ad messages seen/heard
- PR campaign
- coordinated effort to comm. with 1+ orgs publics
- preapproach
- part of selling process develop info about prosp cust. and plan sales interview
- press release
- info that an org distributes to the media intended to win publicity
- pretesting
- centers on gathering basic info that will help planners be sure they've accurately defined the product's market, consumers and competition
- Product advertising
- Focuses on a specific good or service.
- prospecting
- part of selling process identify and develop a list of potential or prospective customers
- PSAs
- Public Service Advertisements
- Public Relations
- comm. function that seeks to build good relationships with an orgs consumers stockholders and legislators
- Public Service Advertisements
- Run by the media w/o charge for NP orgs or to champion a particular cause
- publicity
- unpaid comm about an org appearing in the mass media
- push money
- bonus paid by a mnftr to a salesperson, customer, or distributer for selling its prod.
- reach
- % of target market that will be exposed
- relationship selling
- form of personal selling involves securing, developing and maintaining long term relationships w/ profitable custoemrs
- Research and marketing services
- Brains of the campaign Collect and Analyze info to develop successful strategy Assist creatives in getting consumer reactions to different versions of ads
- sales mgmt
- planning, implementing, and controlling personal selling function of an org
- sales presentation
- salesperson directly communicates value prop to customer, inviting 2 way communication
- sales promotion
- programs designed to build interest in or encourage purchase of a product during a specified period
- sales territory
- set of customers often defined by geographic boundaries for whom a particular salesperson is responisble
- selective distribution
- middle of ex and in
- Sex appeals
- selling sex rather than the product
- slice of life
- dramatized scene from everyday life.
- slogans and jingles
- simple inguistic device that is memorable to a tune
- supply chain
- all act. necessary to turn raw mat. into a g's and put it in hands of consumer
- supply chain mgmt
- mgmt of flows among firms in supply chain to max total profits
- take title
- to accept legal ownership of a prod and assume the accompanying rights and responsibilities of ownership
- team selling
- may consist of multiple salespeople
- testimonial
- celebrity, expert, "man in the street"
- trade promotion
- focus on members of the "trade" including distribution channel members etc that a firm must work with to sell its prod.
- transactional selling
- form of personal selling make immediate sale w/ little or no attempt to develop a relationship w/ customer
- unaided recall
- research techniques conducted by telephone survey or personal interview that asks whether a person remembers seeing and ad during a specified period
- Unique selling proposition
- ad appeal that focuses on one clear reason why a particular prod is superior
- value chain
- series of activities involved in designing, producing, marketing, delivering, and supporting any product
- vertical marketing system
- channel of dist in which there is a formal cooperation among memebers an=t mnfting wholesaleing and retailing levels
- wholsaling intermediaries
- firms that handle the flow of prods from mnftr to retailer or user