Shared Flashcard Set

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Marketing
Texas Tech
108
Management
Undergraduate 3
04/11/2011

Additional Management Flashcards

 


 

Cards

Term
Promotion
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
Promotional strategy
Definition
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion.
Term
Competitive advantage
Definition
the unique set of features of a company and its products that are perceived by the target market as significant
Term
promotional mix
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
advertising
Definition
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
Term
public relations
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
publicity
Definition
public information about a company, product, service, or issue appearing in the mass media as a news item.
Term
sales promotion
Definition
marketing activities - other than personal selling, advertising, and public relation - that stimulate consumer buying and dealer effectiveness.
Term
personal selling
Definition
a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other.
Term
communication
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
mass communication
Definition
the communication of a concept or message to large audiences
Term
sender
Definition
the originator of the message in the communication process
Term
encoder
Definition
the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs.
Term
channel
Definition
a medium of communication such as a voice, radio, or newspaper for transmitting a message
Term
noise
Definition
anything that interferes with, distorts, or slows down the transmission of information
Term
receiver
Definition
the person who decodes a message
Term
decoding
Definition
interpretation of the language and symbols sent by the source through a channel
Term
feedback
Definition
the receiver's response to a message
Term
corporate blogs
Definition
blogs that are sponsored by a company or one of its brands and maintained by one or more of the companies employees
Term
noncorporate blogs
Definition
independent blogs that are not associated with the marketing efforts of any particular company or brand
Term
AIDA concept
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
push strategy
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
pull strategy
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
product advertising
Definition
a form of advertising that touts the benefits of a specific good or service
Term
advocacy advertising
Definition
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
Term
pioneering advertising
Definition
a form of advertising designed to stimulate primary demand for a new product or product category
Term
competitive advertising
Definition
a form of advertising designed to infulence demand for a specific brand
Term
comparative advertising
Definition
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
Term
advertising campaign
Definition
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Term
advertising objective
Definition
a specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Term
medium
Definition
the channel used to convey a message to a target market
Term
media planning
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
cooperative advertising
Definition
an arrangment in which the manufacurer and the retailer split the costs of advertising the manufacturer's brand
Term
infomercial
Definition
a thirty minute or longer advertisement that looks more like a television talk show than a sales pitch
Term
advergaming
Definition
placing advertising messages in web-based or videogames to advertise or promote a product, service, organization, or issue.
Term
media mix
Definition
the combination of media to be used for a promotional campaign
Term
cost per contact
Definition
the cost of reaching one member of the target market
Term
reach
Definition
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
Term
frequency
Definition
the number of times an individual is exposed to a given message during a specific period
Term
audience selectivty
Definition
the ability of an advertising medium to reach a precisely defined market
Term
media schedule
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
flighted media schedule
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
pulsing media schedule
Definition
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
Term
seasional media schedule
Definition
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
Term
product placement
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
sponsorship
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
cause related marketing
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
crisis management
Definition
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
Term
Promotion
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
Promotional strategy
Definition
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion.
Term
Competitive advantage
Definition
the unique set of features of a company and its products that are perceived by the target market as significant
Term
promotional mix
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
advertising
Definition
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
Term
public relations
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
publicity
Definition
public information about a company, product, service, or issue appearing in the mass media as a news item.
Term
sales promotion
Definition
marketing activities - other than personal selling, advertising, and public relation - that stimulate consumer buying and dealer effectiveness.
Term
personal selling
Definition
a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other.
Term
communication
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
mass communication
Definition
the communication of a concept or message to large audiences
Term
sender
Definition
the originator of the message in the communication process
Term
encoder
Definition
the conversation of a sender's ideas and thoughts into a message, usually in the form of words or signs.
Term
channel
Definition
a medium of communication such as a voice, radio, or newspaper for transmitting a message
Term
noise
Definition
anything that interferes with, distorts, or slows down the transmission of information
Term
receiver
Definition
the person who decodes a message
Term
decoding
Definition
interpretation of the language and symbols sent by the source through a channel
Term
feedback
Definition
the receiver's response to a message
Term
corporate blogs
Definition
blogs that are sponsored by a company or one of its brands and maintained by one or more of the companies employees
Term
noncorporate blogs
Definition
independent blogs that are not associated with the marketing efforts of any particular company or brand
Term
AIDA concept
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
push strategy
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
pull strategy
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
product advertising
Definition
a form of advertising that touts the benefits of a specific good or service
Term
advocacy advertising
Definition
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
Term
pioneering advertising
Definition
a form of advertising designed to stimulate primary demand for a new product or product category
Term
competitive advertising
Definition
a form of advertising designed to infulence demand for a specific brand
Term
comparative advertising
Definition
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
Term
advertising campaign
Definition
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Term
advertising objective
Definition
a specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Term
medium
Definition
the channel used to convey a message to a target market
Term
media planning
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
cooperative advertising
Definition
an arrangment in which the manufacurer and the retailer split the costs of advertising the manufacturer's brand
Term
infomercial
Definition
a thirty minute or longer advertisement that looks more like a television talk show than a sales pitch
Term
advergaming
Definition
placing advertising messages in web-based or videogames to advertise or promote a product, service, organization, or issue.
Term
media mix
Definition
the combination of media to be used for a promotional campaign
Term
cost per contact
Definition
the cost of reaching one member of the target market
Term
reach
Definition
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
Term
frequency
Definition
the number of times an individual is exposed to a given message during a specific period
Term
audience selectivty
Definition
the ability of an advertising medium to reach a precisely defined market
Term
media schedule
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
flighted media schedule
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
pulsing media schedule
Definition
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
Term
seasional media schedule
Definition
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
Term
product placement
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
sponsorship
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
cause related marketing
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
crisis management
Definition
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
Term
Promotion
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
Promotional strategy
Definition
a plan for the optimal use of the elements of promotion: advertizing, public relations, personal selling, and sales promotion.
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