Term
|
Definition
| a means that retailers use to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling |
|
|
Term
|
Definition
| is paid, nonpersonal communication through various media by business firms, nonprofit organizations, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audeience; includes communication of products, services, institutions, and ideas |
|
|
Term
|
Definition
| involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability |
|
|
Term
|
Definition
| is non paid for communications of information about the company or product, generally in some media form. |
|
|
Term
|
Definition
| involves a face-to-face interaction with the consumer with the goal of selling the consumer merchandise or services |
|
|
Term
|
Definition
| the geographic area where the retailer can serve customers in terms of convenience and accessibility better than the competition |
|
|
Term
|
Definition
| the geographic area where the retailer can still be competitive despite a competitor having some locational advantage |
|
|
Term
| Institutional Advertising |
|
Definition
| a type of advertising in which the retailer attempts to gain long-term benefits by promoting and selling the store itself rather than the merchandise in the store |
|
|
Term
|
Definition
| a type of advertising in which the retailer attempts to increase short-term performance by using product availability or price as a selling point. |
|
|
Term
|
Definition
| a technique for budgeting advertising in which all the money a retailer can afford to spend on advertising in a given time period becomes the advertising budget |
|
|
Term
| Percentage-of-sales Method |
|
Definition
| a technique for budgeting in which the retailer targets a specific percentage of forecasted sales as the advertising budget |
|
|
Term
|
Definition
| when a retailer uses the industry's best practices as a standard for its advertising budget |
|
|
Term
| Task-and-objective method |
|
Definition
| a technique for budgeting in which the retailer establishes its advertising objectives and then determines the advertising tasks that need to be performed to achieve those objectives |
|
|
Term
| Vertical Cooperative Advertising |
|
Definition
| occurs when the retailer and other channel members ( usually manufacturers) share the advertising budget. Usually the manufacturer subsidizes some of the retailer's advertising that features the manufacturer's brands |
|
|
Term
| Horizontal Cooperative Advertising |
|
Definition
| occurs when two or more retailers band together to shrae the cost of advertising usually in the form of a joint promotion of an event or sale that would benefit both parties |
|
|
Term
|
Definition
| the theoretical maximum number of consumers in the retailer's target market that can be reached by a medium and not the number actually reached |
|
|
Term
|
Definition
| the actual total number of target customers who come into contact with an advertising message |
|
|
Term
|
Definition
| the reach that is achieved over a period of time |
|
|
Term
|
Definition
| the average number of times each person who is reached is exposed to an advertisement during a given time period |
|
|
Term
| Cost per thousand method ( CPM ) |
|
Definition
| a technique used to evaluate advertisements in different media based on cost. The cost per thousand is the cost of the advertisement divided by the number of people viewing it, which is then multiplied by 1,000 |
|
|
Term
| Cost per thousand -- Target Market ( CPM-TM ) |
|
Definition
| a technique used to evaluate advertisements in different media based on cost. The cost per thousand per target market is teh cost of the advertisement divided by the number of people in the target market viewing it, which is then multiplied by 1,000 |
|
|
Term
|
Definition
| refers to how strong an impression an advertisement markes and how well it ultimately leads to a purchase |
|
|
Term
| Advertising Effectiveness |
|
Definition
| the extent to which the advertising has produced the result desired |
|
|
Term
|
Definition
| is concerned with whether the advertising result was achieved with the minimum financial expenditure |
|
|
Term
|
Definition
| extra items offered to the customer when purchasing promoted products |
|
|
Term
|
Definition
| sales promotion techniques in which customers have a chance of winning a special prize based on entering a contest in which the entrant competes with others, or a sweepstakes in which all entrants have an equal chance of winning a prize |
|
|
Term
|
Definition
| a form of sales promotion program in which buyers are rewarded with special rewards, which other shoppers are not offered for purchasing often from the retailer |
|
|
Term
|
Definition
| a sales promotion tool in which the shopper is offered a price discount on a specific item if the retailer is presented with the appropriate coupon at time of purchase |
|
|
Term
|
Definition
| promotional fixtures of displays that seek to generate traffic, highlight individual items, and encourage impulse buying |
|
|
Term
|
Definition
| the display of products placed at the end of an aisle in a store |
|
|
Term
|
Definition
| racks placed near the checkout to encourage impulse buying |
|
|
Term
| Demonstrations and Sampling |
|
Definition
| in-store presentations with the intent of reducing the consumer's perceived risk of purchasing a product |
|
|
