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Definition
| adding additional products to an existing product line in order to compete more broadly in the market |
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| a name, term, symbol, or combination thereof that identifies a seller's products and differentiates them from competitors' products |
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| that part of a brand that can be spoken, including letters, words, and numbers |
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| the elements of a brand that cannot be spoken |
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| the value of company and brand names |
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| a brand where at least 20 percent of the product is sold outside its home country or region |
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| a consistent preference for one brand over all others |
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| a no-frills, no-brand-name, low-cost product that is simply identified by its product category |
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| the brand name of a manufacturer |
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| a brand name owned by a wholesaler or retailer |
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| using different brand names for different products |
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| marketing several different products under the same brand name |
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| placing two or more brand names on a product or its package |
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| the exclusive right to use a brand or part of a brand |
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| a trademark for a service |
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| identifies a product by class or type and cannot be trademarked |
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| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence and opinion or elicit a response |
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Definition
| a plan for optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion |
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Definition
| one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors |
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Definition
| the combination of promotional tools-including advertisting, public relations, personal selling, and sales promotion-used to reach the target market and fulfill the organization's overall goals |
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Definition
| impersonal, one-way mass communication about a product or organization that is paid for by a marketer |
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Definition
| the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance |
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Definition
| public information about a company, product, service, or issue appearing in the mass media as a news item |
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Definition
| marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness |
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Definition
| a purchase situation involving a personal paid-for communication between two people in an attempt to influence each other |
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Definition
| the process by which we exchange or share meanings through a common set of symbols |
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| interpersonal communication |
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Definition
| direct face-to-face communication between two or more people |
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Definition
| the communication of a concept or message to large audiences |
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| the originator of the message in the communication process |
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Definition
| the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs |
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Definition
| a medium of communication-such as a voice, radio, or newspaper-for transmitting a message |
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Definition
| anything that interferes with, distorts, or slows down the transmission of information |
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| the person who decodes a message |
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Definition
| interpretation of the language and symbols sent by the source through a channel |
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Definition
| the receiver's response to a message |
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Definition
| blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees |
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Definition
| independent blogs that are not associated with the marketing efforts of any particular company or brand |
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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 |
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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 |
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Definition
| a marketing strategy that stimulates consumer demand to obtain product distribution |
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Term
| integrated marketing communications |
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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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Definition
| sales promotion activities targeting the ultimate consumer |
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Definition
| sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer |
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Definition
| a certificate that entitles consumers to an immediate price reduction when they buy the product |
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Definition
| a cash refund given for the purchase of a product during a specific period |
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Definition
| an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product |
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Term
| loyalty marketing program |
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Definition
| a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers |
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Term
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Definition
| a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service |
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Term
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Definition
| a promotional program that allows the consumer the opportunity to try a product or service for free |
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Term
| point-of-purchase display |
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Definition
| a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulsive buying |
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Definition
| a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers |
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Term
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Definition
| money offered to channel intermediaries to encourage them to "push" products-that is, to encourage other members of the channel to sell the products |
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Term
| advertising response function |
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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 |
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Definition
| a form of advertising designed to enhance a company's image rather than promote a particular product |
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Definition
| a form of advertising that touts the benefits of a specific good or service |
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Definition
| a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks |
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Definition
| a form of advertising designed to stimulate primary demand for a new product or product category |
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Definition
| a form of advertising designed to influence demand for a specific brand |
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Definition
| a form of advertising that compares two or more specifically competing brands on one or more attributes |
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Definition
| a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals |
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Definition
| a specific communication task that a campaign should accomplish for a specified target audience during a specified period |
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Definition
| a reason for a person to buy a product |
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Term
| unique selling proposition |
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Definition
| a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign |
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Term
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Definition
| the channel used to convey a mesage to a target market |
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Term
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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 |
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Definition
| an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand |
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Definition
| a 30-minutes or longer advertisement that looks more like a TV talk show than a sales pitch |
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Term
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Definition
| placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue |
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Definition
| the combination of media to be used for a promotional campaign |
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Definition
| the cost of reaching one member of the target market |
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Definition
| the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks |
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Definition
| the number of times an individual is exposed to a given message during a specific period |
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Definition
| the ability of an advertising medium to reach a precisely defined market |
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Definition
| designation of the media, the specific publications or programs, and the insertion dates of advertising |
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Term
| continuous media schedule |
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Definition
| a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle |
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Term
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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 |
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Term
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Definition
| a media schedule that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods |
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Term
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Definition
| a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used |
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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, video game, video or audio clip, book or commercial for another product; on the internet; or at special events |
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Term
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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 |
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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 |
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Term
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Definition
| a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event |
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