Term
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Definition
| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. |
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|
Term
|
Definition
| a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. |
|
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Term
|
Definition
| the unique set of features of a company and its products that are perceived by the target market as significant |
|
|
Term
|
Definition
| the combination of promotional tools - including advertising, public relations, personal selling, and sales promotion - used to reach the target market and fulfill the organization's overall goals |
|
|
Term
|
Definition
| impersonal, one-way mass communication about a product or organization that is paid for by a marketer |
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Term
|
Definition
| the marketing function that evaluates public attitudes, identifies areas within the organization the public may by interested in, and executes a program of action to earn public understanding and acceptance. |
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Term
|
Definition
| public information about a company, product, service, or issue appearing in the mass media as a news item. |
|
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Term
|
Definition
| marketing activities - other than personal selling, advertising, and public relation - that stimulate consumer buying and dealer effectiveness. |
|
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Term
|
Definition
| a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other. |
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Term
|
Definition
| the process by which meanings are exchanged or shared through a common set of symbols. |
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Term
| interpersonal communication |
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Definition
| direct, face to face communication between two or more people |
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Term
|
Definition
| the communication of a concept or message to large audiences |
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Term
|
Definition
| the originator of the message in the communication process |
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Term
|
Definition
| the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs. |
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Term
|
Definition
| a medium of communication such as a voice, radio, or newspaper for transmitting a message |
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Term
|
Definition
| anything that interferes with, distorts, or slows down the transmission of information |
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Term
|
Definition
| the person who decodes a message |
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Term
|
Definition
| interpretation of the language and symbols sent by the source through a channel |
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Term
|
Definition
| the receiver's response to a message |
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Term
|
Definition
| blogs that are sponsored by a company or one of its brands and maintained by one or more of the companies employees |
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Term
|
Definition
| independent blogs that are not associated with the marketing efforts of any particular company or brand |
|
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Term
|
Definition
| a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action. |
|
|
Term
|
Definition
| a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise |
|
|
Term
|
Definition
| a marketing strategy that stimulates consumer demand to obtain product distribution |
|
|
Term
| integrated marketing communications IMC |
|
Definition
| the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer |
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|
Term
| advertising response function |
|
Definition
| a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns |
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Term
| institutional advertising |
|
Definition
| a form of advertising designed to enhance a company's image rather than promote a particular product |
|
|
Term
|
Definition
| a form of advertising that touts the benefits of a specific good or service |
|
|
Term
|
Definition
| a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks |
|
|
Term
|
Definition
| a form of advertising designed to stimulate primary demand for a new product or product category |
|
|
Term
|
Definition
| a form of advertising designed to infulence demand for a specific brand |
|
|
Term
|
Definition
| a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes |
|
|
Term
|
Definition
| a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals |
|
|
Term
|
Definition
| a specific communication task that a campaign should accomplish for a specified target audience during a specified period. |
|
|
Term
|
Definition
| the channel used to convey a message to a target market |
|
|
Term
|
Definition
| the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience |
|
|
Term
|
Definition
| an arrangment in which the manufacurer and the retailer split the costs of advertising the manufacturer's brand |
|
|
Term
|
Definition
| a thirty minute or longer advertisement that looks more like a television talk show than a sales pitch |
|
|
Term
|
Definition
| placing advertising messages in web-based or videogames to advertise or promote a product, service, organization, or issue. |
|
|
Term
|
Definition
| the combination of media to be used for a promotional campaign |
|
|
Term
|
Definition
| the cost of reaching one member of the target market |
|
|
Term
|
Definition
| the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks |
|
|
Term
|
Definition
| the number of times an individual is exposed to a given message during a specific period |
|
|
Term
|
Definition
| the ability of an advertising medium to reach a precisely defined market |
|
|
Term
|
Definition
| designation of the media, the specific publications or programs, and the insertion dates of advertising |
|
|
Term
| continuous media schedule |
|
Definition
| a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle. |
|
|
Term
|
Definition
| a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times. |
|
|
Term
|
Definition
| a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods |
|
|
Term
|
Definition
| a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used |
|
|
Term
|
Definition
| a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, videogame, video or audio clip, book, or commercial for another product; on the internet; or at special events. |
|
|
Term
|
Definition
| a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives such as improving brand awareness or enhancing corporate image |
|
|
Term
|
Definition
| a type of sponsorship involving the association of a for profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit |
|
|
Term
|
Definition
| a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event |
|
|
Term
|
Definition
| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. |
|
|
Term
|
Definition
| a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. |
|
|
Term
|
Definition
| the unique set of features of a company and its products that are perceived by the target market as significant |
|
|
Term
|
Definition
| the combination of promotional tools - including advertising, public relations, personal selling, and sales promotion - used to reach the target market and fulfill the organization's overall goals |
|
|
Term
|
Definition
| impersonal, one-way mass communication about a product or organization that is paid for by a marketer |
|
|
Term
|
Definition
| the marketing function that evaluates public attitudes, identifies areas within the organization the public may by interested in, and executes a program of action to earn public understanding and acceptance. |
|
|
Term
|
Definition
| public information about a company, product, service, or issue appearing in the mass media as a news item. |
|
|
Term
|
Definition
| marketing activities - other than personal selling, advertising, and public relation - that stimulate consumer buying and dealer effectiveness. |
|
|
Term
|
Definition
| a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other. |
|
|
Term
|
Definition
| the process by which meanings are exchanged or shared through a common set of symbols. |
|
|
Term
| interpersonal communication |
|
Definition
| direct, face to face communication between two or more people |
|
|
Term
|
Definition
| the communication of a concept or message to large audiences |
|
|
Term
|
Definition
| the originator of the message in the communication process |
|
|
Term
|
Definition
| the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs. |
|
|
Term
|
Definition
| a medium of communication such as a voice, radio, or newspaper for transmitting a message |
|
|
Term
|
Definition
| anything that interferes with, distorts, or slows down the transmission of information |
|
|
Term
|
Definition
| the person who decodes a message |
|
|
Term
|
Definition
| interpretation of the language and symbols sent by the source through a channel |
|
|
Term
|
Definition
| the receiver's response to a message |
|
|
Term
|
Definition
| blogs that are sponsored by a company or one of its brands and maintained by one or more of the companies employees |
|
|
Term
|
Definition
| independent blogs that are not associated with the marketing efforts of any particular company or brand |
|
|
Term
|
Definition
| a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action. |
|
|
Term
|
Definition
| a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise |
|
|
Term
|
Definition
| a marketing strategy that stimulates consumer demand to obtain product distribution |
|
|
Term
| integrated marketing communications IMC |
|
Definition
| the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer |
|
|
Term
| advertising response function |
|
Definition
| a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns |
|
|
Term
| institutional advertising |
|
Definition
| a form of advertising designed to enhance a company's image rather than promote a particular product |
|
|
Term
|
Definition
| a form of advertising that touts the benefits of a specific good or service |
|
|
Term
|
Definition
| a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks |
|
|
Term
|
Definition
| a form of advertising designed to stimulate primary demand for a new product or product category |
|
|
Term
|
Definition
| a form of advertising designed to infulence demand for a specific brand |
|
|
Term
|
Definition
| a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes |
|
|
Term
|
Definition
| a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals |
|
|
Term
|
Definition
| a specific communication task that a campaign should accomplish for a specified target audience during a specified period. |
|
|
Term
|
Definition
| the channel used to convey a message to a target market |
|
|
Term
|
Definition
| the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience |
|
|
Term
|
Definition
| an arrangment in which the manufacurer and the retailer split the costs of advertising the manufacturer's brand |
|
|
Term
|
Definition
| a thirty minute or longer advertisement that looks more like a television talk show than a sales pitch |
|
|
Term
|
Definition
| placing advertising messages in web-based or videogames to advertise or promote a product, service, organization, or issue. |
|
|
Term
|
Definition
| the combination of media to be used for a promotional campaign |
|
|
Term
|
Definition
| the cost of reaching one member of the target market |
|
|
Term
|
Definition
| the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks |
|
|
Term
|
Definition
| the number of times an individual is exposed to a given message during a specific period |
|
|
Term
|
Definition
| the ability of an advertising medium to reach a precisely defined market |
|
|
Term
|
Definition
| designation of the media, the specific publications or programs, and the insertion dates of advertising |
|
|
Term
| continuous media schedule |
|
Definition
| a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle. |
|
|
Term
|
Definition
| a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times. |
|
|
Term
|
Definition
| a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods |
|
|
Term
|
Definition
| a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used |
|
|
Term
|
Definition
| a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, videogame, video or audio clip, book, or commercial for another product; on the internet; or at special events. |
|
|
Term
|
Definition
| a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives such as improving brand awareness or enhancing corporate image |
|
|
Term
|
Definition
| a type of sponsorship involving the association of a for profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit |
|
|
Term
|
Definition
| a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event |
|
|
Term
|
Definition
| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. |
|
|
Term
|
Definition
| a plan for the optimal use of the elements of promotion: advertizing, public relations, personal selling, and sales promotion. |
|
|
