Term
| Direct-Response Marketing (DM) |
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Definition
| multichannel system of marketing that uses a variety of media to connect sellers and customers who deal with each other directly rather than through an intermediary (wholesaler, retailer) |
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Term
| Direct-response Advertising |
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Definition
| marketing communication combining characteristics of advertising and sales promotion (attention getting visuals, interesting copy, an offer, relevant timing) |
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Term
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Definition
| 1.) Provide Product Information 2.) Create Sales 3.) Retain and strengthen customer relationships 4.) Develop leads 5.) Generate traffic 6.) test offers |
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Term
| Recency, Frequency, and Monetary (RFM) |
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Definition
| direct marketers use these criteria to help them predict who will repurchase |
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Term
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Definition
| using computer models to do ongoing analysis of customer buying behaviors and focus marketing efforts |
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Term
| Database Marketing Process |
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Definition
| Collection Point -> Data Entry -> Data Assessment -> Data Clustering -> Data Application -> Data Sharing -> Data Refinement |
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Term
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Definition
| a database containing information useful in profiling and segmenting as well as contact info |
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Term
| House List vs. Response List vs. Compiled List |
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Definition
| House - marketer's own customers or members Response - people or households who respond to some direct-reponse offer Compiled - list of specific category, such as sports car owners, graduating seniors, etc. |
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Term
| Customer Relationship Management (CRM) |
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Definition
| identifies and analyzes patters in customer behavior to maximize the profitability of each relationship. described as integrating and aligning the people, process, and technolgoies of all business functions that touch customer: marketing, sales, customer service |
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Term
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Definition
| campaigns that personalize the address and salutation but other parts of the information or offer |
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Term
| 6 Elements of a Direct-Mail Letter |
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Definition
| Attention - grab attention, curiousity Peronsalize; Lead-in (suprising statement); The offer; The letter (testimonials or evidence); The closing (repeat offer and statement) |
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Term
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Definition
| predictive dialing technology making it possible for telemarketing companies to call anyone (even with unlisted numbers) causes the no-answer on the other line |
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Term
| Integrated Direct Marketing (IDM) |
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Definition
| systematic way to get close to your best current and potential customers through all media |
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Term
| Lifetime Customer Value (LCV) |
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Definition
| estimate of how much purchase volument companies expect to get over time from various target markets |
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Term
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Definition
| media and non-media marketing pressure aplied for a predetermined, limited period of time at the consumer, retailer, or wholesaler level to stimulate trial, create demand, improve availability |
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Term
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Definition
| temporary price reduct or sale price, four kinds (percent off, prize pack, bonus packs, banded packs (packages of items) |
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Term
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Definition
| building a product's marketing program around a sponsored event, such as Olympics or Golf Tourney |
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Term
| Loyalty Program (continuity or frequency program) |
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Definition
| promotion to increase custoer retention (airline frequent flyer programs) |
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Term
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Definition
| manufacturers developing marketing communication programs with their main retail accounts instead of for themselves |
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Term
| Co-Branding vs. Licensing |
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Definition
co-branding - two companies come together to offer a product (American Airlines put logo on Citibank card and award airline points)
licensing - legally protected brand items (logos, symbols) are allowed to be used by another company under contract |
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Term
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Definition
| ex. putting Doritos next to Pace Salsa to spur impulse buys of each other |
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Term
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Definition
| goal is to produce promotions that increase LONGTERM sales and profits |
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Term
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Definition
| management fuction that establishes and maintains mutually beneiical relationships between an organization and the publics on which its success or failure depends |
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Term
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Definition
| term describint what a group of people thinks (expresses beliefs, based not necessarily on facts but on perceptions or evaluations of events, persons, institutions, or products) |
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Term
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Definition
| ongoing process of identifying and maintaining contact with high-value customers |
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Term
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Definition
| writers, producers, editors, talk-show coordinators, and newscaster who are able to provide a non-biased feel of PR for the company |
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Term
| Marketing Public Relations (MPR) |
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Definition
| process of planning and delivering programs the encourage sales and contribute to customer satisfaction by providing communication that addresses needs/wants of consumers |
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Term
| Public Communication Campaigns |
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Definition
| campaigns to discourage socially harmful behaviors, such as the Truth campaigns |
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Term
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Definition
| background research to assess internal and external PR environment that affects org. audiences, objective, competitors, etc. |
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Term
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Definition
| measures differences in perceptions and attitudes between groups and public |
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Term
| Latent vs. Aware vs. Active Publics |
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Definition
Latent - unaware of issue
Aware - have knowledge of the issue
Active - those who organize to do something about issue |
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Term
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Definition
| changing the attitudes that drive behavior is central to public relations programs, either internally or externally |
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Term
| Controlled vs. Uncontrolled Media |
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Definition
| Controlled includes ads, public service announcements, publications, visual presentations; Uncontrolled - press releases, press conferences, media tours |
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Term
| Corporate Advertising vs. Corporate Identity Advertising |
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Definition
| corporate adv.- focuses on image or viewpoint corp. ident. adv.- to enhance or maintain image among specific audiences |
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Term
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Definition
| company attempt to deliver them with an idea (General Electric Ecomagination with environmental stewardship) |
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Term
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Definition
| published material to support their marketing public relations efforts |
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Term
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Definition
| a result of IMC (intergrated marketing communication) which means that all pieces of adv. work together, and are greater than sum of the parts |
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Term
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Definition
| national brand in a small retail store reimburses retailer for part or all of the advertising expenses |
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Term
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Definition
| strategy that pushes the idea that consumers getting best quality at a certain price level (Target, Wal-Mart) |
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Term
| North American Industry Classification System (NAICS) |
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Definition
| system set up to divide B2B advertising into different groups (industrial, government, trade/channel, professional, and agricultural) |
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Term
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Definition
| use of marketing programs to create awareness of a social need |
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Term
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Definition
| philosophy that describes the operations of companies whose corporate mission reflects their desire to do good |
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Term
| Mission Marketing vs. Cause |
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Definition
Mission- links company's mission/core value to a cause that connects with company and customers
Cause- doing good things and getting credit for it (i.e. Wal-Mart at Katrina) |
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Term
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Definition
| compares the effectiveness of various message strategies and the creative ideas to a focus group |
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Term
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Definition
| helps marketers make final go/no decision and assesses the strength of the finished message and predicts how well it will perform |
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Term
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Definition
| testing commercials to provide an analysis of the impact of the internal logic of the commercial |
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Term
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Definition
| technique most often used by broadcast including calling individuals in the target market to learn what tgt. market is tuned into |
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Term
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Definition
| studies that periodically measure top-of-mind brand awareness |
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Term
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Definition
| number of customers who purchase the brand relative to the total population of the market |
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Term
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Definition
| by tracing saccadic eye moment (path eye takes during scan) to determine what interests viewer most |
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Term
| Recognition vs. Recall Test |
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Definition
recognition- showing ad and ask if people have seen it before
recall- respondents who have read certain magazine are asked to report what they remember from ad about brand |
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Term
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Definition
| format is ask consumers how likely they are to buy a brand, then expose to advertisement as a collection of brands, then ask who they intend to purchase |
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Term
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Definition
| measure the number of respondents to an advertisement |
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Term
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Definition
| arranging to have test commercials delivered to select households within a market, comparing it to control group of house holds |
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Term
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Definition
| computer models that show what media is most effective and useful in determining what is most efficient |
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Term
| Payout Analysis and Break Even Analysis |
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Definition
| payout is costs of sales promotion, and at what point the total cost of promotion exceeeds revenues generated |
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Term
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Definition
| external message that drives people to feel a need or want, sometimes unnecessarily |
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Term
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Definition
| advertising or other sales representations which praise the item to be sold with subjective opinions, superlatives, or exaggerations vaguely and generally stating no specific facts (M'm M'm Good --> can't really be proved) |
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Term
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Definition
| a message strategy that explicitly or implicitly compares the features of 2 or more brands (Verizon and AT&T 'map' campaign) |
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Term
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Definition
| brand, corporate or store name, or distinctive symbol that identifiies the seller's brand and thus differentiates it from the brands of other sellers |
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Term
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Definition
| gives an organization the exclusive right to use or reproduce original work (advertisement or package design) |
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Term
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Definition
| first amendment gives companies right to give speech tha tpromotes commercial activity |
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Term
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Definition
| intented to mislead customers by making claims that are false or fail to disclose all important facts |
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Term
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Definition
| providing support for a claim that is usually done through research |
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Term
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Definition
| a written guide to practitioners toward ethical behavior |
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Term
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Definition
| an advertising campaign that a copmany must run to fix a previous misleading advertising campaign |
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Term
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Definition
| an agreement by a company to stop an campaign that has been deemed misleading by FTC |
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