Term
| Promotions opportunity analysis |
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Definition
| the process markets use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences |
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Term
| Communication Market Analysis |
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Definition
| the process of discovering the organization's strengths and weaknesses in the area of marketing communication |
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Term
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Definition
| starting points that are studied in relation to the degree of change following a promotional campaign |
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Term
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Definition
| for new products, initial advertisements yield little behavioural response; however, over time, a consumer who is exposed enough times to a company's marketing message will recall the company and eventually become willing to make a purchase |
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Term
| Sales-Response Function Curve |
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Definition
| an S-shaped curve that indicates when threshold effects are present and when diminishing returns are present |
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Term
| Concave Downward Function |
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Definition
| a model of the diminishing returns of advertising expenditures on sales |
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Term
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Definition
| a model that shows when additional expenditures on advertising and promotions have an adverse affect on profits |
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Term
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Definition
| when products are only purchased when needed, promotions for those products must be designed to generate a situation in which the consumer has been exposed to the company's message for so long that when the time comes to buy, the consumer remembers the key company |
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Term
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Definition
| declines in advertising effectiveness that occur when an ad or marketing communication becomes "old" or "boring" |
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Term
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Definition
| declines in advertising effectiveness that occur when advertising stops and consumers begin to forget about the company |
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Term
| Percentage of Sales Method |
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Definition
| a form of communications budgeting in which budgeting is based on the sales from the previous year or anticipated sales for the coming year |
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Term
| Meet-the-Competition Method |
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Definition
| a method of communications budgeting in which the primary rationale is to prevent the loss of market share, which occurs in highly competitive markets where rivalries between competitors are intense |
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Term
| "What We Can Afford" method |
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Definition
| a method of communications budgeting in which the marketing budget is set after all of the company's other budgets have been determined and communications monies are allocated based on what the firm feels it can afford to spend |
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Term
| Objective and Task Method |
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Definition
| a form of communications budgeting in which management first lists all of the objectives it wants to accomplish during the year and then budgets to meet those objectives |
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Term
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Definition
| a budgeting method that establishes a ratio of advertising to sales or market share |
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Term
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Definition
| Sweeping guidelines concerning the essence of the company's marketing efforts |
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Term
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Definition
| the activities companies do to support overall promotional strategies |
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Term
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Definition
| the identification of specific purchasing groups based on their needs, attitudes and interests |
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Term
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Definition
| A set of businesses or group of individual consumers with distinct characteristics |
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Term
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Definition
| the study of population characteristics |
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Term
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Definition
| the study of patterns of responses that reveal a person's activities, interests and opinions (AIO) |
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Term
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Definition
| a person who is familiar with the local language and culture of a given country who can help marketing efforts in that particular country |
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