Term
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Definition
A common model of the series of mental stages through which consumers move as a result of marketing communications
A - Awareness
I - Interests
D - Desire
A - Action |
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Term
| Name/explain the (3) main advertising objectives |
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Definition
1. Inform - communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
2. Persuade - motivates consumers to take action
3. Remind - remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of the lifecycle |
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Term
| Name (3) different focuses of advertisements |
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Definition
1. Product-focused
2. Institutional: issues related to politics, places, an industry, or a corporation
3. Public service announcement: focuses on public welfare and is generally sponsored by nonprofit institutions |
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Term
| Describe: stealth marketing |
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Definition
| strategy used to attract consumers using promotional tactics that deliver a sales message in unconventional ways, often without the target audeince knowing that the message even has a selling intent |
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Term
| Name (10) types of consumer sales promotions |
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Definition
1. Coupons
2. Deals
3. Premiums
4. Contests
5. Sweepstakes
6. Samples
7. Loyalty Programs
8. Point of Purchase displays (POP)
9. Rebates
10. Product Placement |
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Term
| Name (3) types of trade channel sales promotions |
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Definition
1. Discounts and allowances
2. Co-operative advertising
3. Sales force training |
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Term
| Name (2) ways in which value is added through personal selling |
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Definition
1. Salespeople educate and provide advise
2. Salespeople save time and simplify buying |
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Term
| Name the (5) steps in the personal selling process |
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Definition
1. Generate and qualify leads
2. Preapproach - establishing goals to meet with the customer
3. Sales presentation and overcoming objections
4. Closing the sale - obtaining a commitment
5. Follow up |
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Term
| Name (5) ways to correctly manage a sales force |
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Definition
1. Create the correct sales force structure
2. Recruit salespeople, thinking about what the salesperson will be doing and what characteristics they need
3. Train salespeople
4. Motivate and compensate salespeople through financial rewards (good salary, commission) and non financial rewards (plaques, days off)
5. Evaluate salespeople through sales, profits, and ratios (profit per customer) |
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