Chapter 16 VOCAB Flashcards Preview

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Flashcards in Chapter 16 VOCAB Deck (37)
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1
Q

the single most important idea an advertiser hopes to convey to the target audience about its products or the company

A

core message

2
Q

blend of communication vehicles - advertising, direct marketing, personal selling, sales promotion, social media, and public relations - that a company uses to reach current and potential customers

A

communication mix

3
Q

promotional strategy that focuses on intermediaries, motivating the to promote or push products toward end users

A

push strategy

4
Q

promotional strategy that stimulates consumer demand via advertising and other communication efforts, thereby creating a pull effect through the channel

A

pull strategy

5
Q

strategy of coordinating and integrating communications and promotion efforts with customers to ensure greater efficiency and effectiveness

A

integrated marketing communications (IMC)

6
Q

the delivery of announcements and promotional messages via time or space purchased in various media

A

advertising

7
Q

advertising that promotes specific goods and services

A

product advertising

8
Q

advertising technique in which two or more products are explicitly compared

A

comparative advertising

9
Q

advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products

A

institutional advertising

10
Q

advertising that presents a company’s opinions on public issues such as education or health care

A

advocacy advertising

11
Q

creative tactic designed to capture the audience’s attention and promote preference for the product or company being advertised

A

advertising appeal

12
Q

communications channels, such as newspapers, radio, television, and the World Wide Web

A

advertising media

13
Q

combination of print, broadcast, online, and other media used for an advertising campaign

A

media mix

14
Q

the paid display or use of products in television shows, movies, and video games

A

product placement

15
Q

direct communication other than personal sales contacts designed to stimulate a measurable response

A

direct marketing

16
Q

computer file that contains contact histories, purchase records, and profiles of each buyer or potential buyer

A

customer database

17
Q

printed materials addressed to individual consumers, households or business contacts

A

direct mail

18
Q

automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages

A

search engine marketing

19
Q

one-on-one interaction between a salesperson and a prospective buyer

A

personal selling

20
Q

approach in which the salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs

A

consultative selling

21
Q

process of finding and qualifying potential customers

A

prospecting

22
Q

point at which a sale is completed

A

closing

23
Q

wide range of events and activities designed to promote a brand or stimulate interest in a product

A

sales promotion

24
Q

certificates that offer discounts on particular items and are redeemed at the time of purchase

A

coupons

25
Q

partial reimbursement of price, offered as a purchase incentive

A

rebates

26
Q

advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions

A

point-of-purchase (POP) display

27
Q

free or bargain-priced items offered to encourage consumers to buy a product

A

premiums

28
Q

advertising that appears on various items such as coffee mugs, pens, and calendars, designed to help keep a company’s name in front of customers

A

specialty advertising

29
Q

sales-promotion efforts aimed at inducing distributors or retailers to push a producer’s products

A

trade promotions

30
Q

discounts or other financial considerations offered by producers to wholesalers and retailers

A

trade allowances

31
Q

communication vehicle such as blogs, user-contributed content sites, and social booking sites, in which customers and other members of the public can participate

A

social media

32
Q

communication among customers and other parties, transmitting information about companies and products through personal conversations

A

word of mouth

33
Q

approach to customer communication in which companies initiate and facilitate conversations in a networked community of potential buyers and other interested parties

A

conversation marketing

34
Q

formal or informal groups of people united by their interest in and ownership of particular products

A

brand communities

35
Q

nonsales communication that businesses have with their various audiences (including both communication with the general public and press relations)

A

public relations

36
Q

brief statement of video program released to the press announcing new products, management changes, sales performance, and other potential news items

A

press release; also called a news release

37
Q

in-person or online gathering of media representatives at which companies announce new information

A

press conference; also called a news conference