Marketing Chapter 10

The process producers use to identify, contact, and qualify potential customers.

A potential customer.

A well qualified prospect whose name a customer gives to a salesperson. AKA referral.

The promotional message a producer delivers to a prospect to explain the product or products recommended in a proposal, stimulate the prospects interest in those products, and motivate the prospect to purchase the products.

Sales promotion material that can be used in conjunction with a sales presentation.

Promotional material provided to customers where products are purchased.

A product that customers will make a special effort to obtain.

Any advertising designed to promote or focus on a specific product or service; includes direct response advertising and product awareness advertising.

Advertising designed to promote a company, industry, or point of view.

Product advertising designed to encourage customers to take action immediately, either by buying a product or requesting info about a particular product/svc.

Advertising that seeks to stimulate demand for a product/svc over time.

A form of product awareness advertising that provides info about a product.

A form of product awareness advert. that tries to build customer preference and increase sales for a specific product by supporting or changing existing beliefs about the product.

Persuasive product advert. that compares a product to a competing product on the basis of one or more attributes. AKA competitive advertising.

Product awareness advert - reinforce customers buying havits and a co's earlier promotion efforts by keeping the name of a mature product in customers minds.

Institutional advert. - increase customer confidence in an industry or co by emphasizing the industry/co's history, stability, experience, progressive attitudes.

Institutional advert. - presents co's position on an issue important to the public.

Institut. Advert. - makes special announcements about a co like mergers, acquisitions, relocation of offices, or new ventures a co is involved in.

Institut. advert. - promotes one product or product category over a competing product or prod cat.

Advertising directed to individuals and organizations.

Advertising directed toward distributors, often highly technical in nature, that describes the benefits to distr. of selling a co's products as well as the benefits to the customer of buying the co's stuff.

A coordinated series of advertisements designed to prmote a product, product line, or the co itself.

Org that provides its clients with a variety of advertising related services including developing advertising themes, selecting media, creating, producting and placing advrts.

An advertising objective that usually describes desired results in terms of an increase in sales or market share.

An advert. obj. that seeks to increase customer interest in and awareness and knowledge of a co.

A document that specifies the types of media in which advertisements will appear, the specific media vehicles in which adverts will run, and the number and pattern of exposures for the advertisements.

In media advert., the total number of ppl exposed to an advert in a given medium.

In media advert - # of times the same ppl in a target market are exposed to a particular advert in a given medium in a given time period.

In media advert - the number of non target market ppl exposed to an advert in a given medium.

A method of reducing advert waste by selecting media that reach only a well defined audience segment.

The ability of an advert to reach an intended target market.

A measure of how often new customers enter the market to buy a product.

The number of times a product is typically purchased.

The rate at which customers forget a product or brand if no advertising is run.

A pattern for timing adverts in which adverts are distributed evenly thruout a specified period of time.

A pattern for timing adverts where they're distributed unevenly in a period of time. AKA bursting pattern.

Any spoken or printed words in an advertisement.

Any visual element in an advertisement. AKA graphics.

Sound.

The specific form of presentation used to transform and adverts appeal into a message.

Tests a co can use to measure how well an advert performs on a lmtd basis before tehy run the full scale campaign.

Tests used to measure adverts performance during or after its use in a campaign.

Pretesting method - target market members shown several adverts and then rate each on how well it captures attention, creates interest, conveys message, changes beliefs, or motivates purchase.

Pretesting method - segment of target audience exposed to print or broadcast advert in real life context and then asked to evaluate its effectiveness.

Post-testing method - measures how well customers remember adverts.

A type of recall test where customers are given info to jog their memories of a particular advert.

A type of recall test that establishes whether and hwo well an audience member exposed to a particular advert remembers the advert w/out prompting or clues.

Post testing method - target market members shwon actual adverts to whcih they were previously exposed and then asked if they remember them.

Post testing method mesures customers views & beliefs before and after their exposure to an advert.

Post testing method - measures the number of responses or inquiries generated by an advert that invites customers to cal or write for more info or that offers customers a free sample or a gift if they respond.