Marketing Exam 3

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1

Point of Purchase

A place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay

2

Rebate

pay back (such a sum of money)

3

Premiums

a sum added to an ordinary price or charge

4

trade show promotions

An exhibition for companies in a specific industry to showcase and demonstrate their new products and services

5

Buy back allowance

The agreed upon sum of money that is offered by a seller of an item or service should the purchaser either return the item or be unhappy with the service that was received

6

merchandise allowance

Sales promotion incentive scheme under which a manufacturer or distributor reduces the wholesale price of a good as a compensation for a retailer's special promotional efforts

7

cooperative advertising

Agreement between a manufacturer and a member of distribution chain (distributor, wholesaler, or retailer) under which the manufacturer shares a certain percentage of the member's advertising and promotion costs, or contributes a fixed sum

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target audience

the group of people whom advertisements are aimed

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advertising platform

basic issues or selling points to be included in an advertising campaign (one or more can be in an advertisement)

10

Media plan

specifies the media vehicles to be used and the schedule for running advertisements

11

advertising message

Basic content and form of an advertising message are a function of several factors

○ Product features, uses and benefits
○ The intensity of the advertising
○ 'characteristics of people in the target audience
○ The advertising campaigns objectives and platform

12

publicity

a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge (news release, feature article, captioned photo, press conference)

13

promotional mix

- a combination of promotional methods used to promote a specific product

14

advertising

A paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

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sales promotion

Stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, and similar activities

16

public relations

A broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders

****no charge (brochures, business cards, speeches sponsorships/special events)

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promotion

Communication to build and maintain favorable relationship by informing and persuading one or more audiences to view an organization positively and to accept its products

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four possible components of a promotional mix

1. Personal selling
2. Advertising
3. Public relations
4. Sales promotion

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advertising campaign

the creation and execution of a series of advertisements to communicate with a particular target audience

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advertising objectives

guide campaign development and should be defined carefully

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sales advertising bjectives

increasing dollar sales or unit sales, increasing sales by a percentage or increasing market share

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communication advertising objectives

increase product or brand awareness, make consumers attitudes more favorable, heighten consumers knowledge of product features or create awareness