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Define + Lists
Chapter 15
19
Marketing
Undergraduate 4
12/10/2007

Additional Marketing Flashcards

 


 

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Term
advertising
Definition
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Term
advertising objective
Definition
a specific communication TASK to be accomplished with a specific TARGET audience during a specific period of TIME

(Task>>>Target>>>Time)
Term
message execution (see pg. 462 for STYLES)
Definition
Slice of life, Lifestyle, Fantasy, Mood or Image, Musical, Personality symbol, Technical expertise, Scientific evidence, Testimonial evidence or endorsement
Term
majors types of media types (pg. 464)
Definition
know advantages and limitations of each.

newspapers, television, direct mail, radio, magazines, outdoor, internet
Term
advertising agency
Definition
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating or all portions of their advertising programs
Term
sales promotion
Definition
short-term incentives to encourage the purchase or sale of a product or service
Term
sample
Definition
a small amount of a product offered to customers for trial
Term
coupon
Definition
certificate that gives buyers a saving when they purchase a specified product
Term
cash refund offer (rebate)
Definition
offer to refund part of the purchase price of a product to consumers who send a "proof of purchase" to the manufacturer
Term
price pack (cents-off deal)
Definition
reduced price that is marked by the producer directly on a label or package
Term
premium
Definition
good offered either free or at low cost as an incentive to buy a product
Term
advertising specialty
Definition
useful article imprinted with an advertiser's name, given as a gift to consumers
Term
patronage reward
Definition
cash or other award for the regular use of a certain company's products or services
Term
point-of-purchase (POP) promotion
Definition
display and demonstration that takes place at the point of purchase or sale
Term
contests, sweepstakes, games
Definition
promotional events that give consumers the chance to win something-such as cash, trips, or goods-by luck or through extra effort
Term
discount
Definition
a straight reduction in price on purchases during a stated period of time
Term
allowance
Definition
promotional money paid by manufactures to retailers in return for an agreement to feature the manufacturer's products in some way
Term
public relations
Definition
building good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events
Term
6 functions of public relations (see pg. 475)
Definition
press relations, product publicity, public affairs, lobbying, investor relations, development
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