Terms in this set (61)
The Promotion Plan requires identifying a Promotion ___, Promotion Objectives, and a Promotion Budget.
The ingredients a company combines to inform and ________ people to purchase its products is known as the Promotion Mix.
Promotion Objectives can fall into one of three main categories. For new products, the objective is to ______.
Promotion Objectives can fall into one of three categories. For products which are already established, promotion can either be used to persuade, or ______ buyers.
One of the possible ingredients for an organization's promotion mix is ___________, which is a paid form of nonpersonal communication about a company or its products that reaches the target audience through a mass medium.
One of the possible ingredients for an organization's promotion mix is ________________, which involves informing customers and persuading them to purchase products through personal communication.
________ is one of the possible ingredients for an organization's mix, and refers to nonpersonal communication in news story form about an organization or its products, that is transmitted through a mass medium at no charge.
One of the four possible ingredients in the Promotion Mix is _______________, an activity or material that offers added value, or incentive for a product.
Communication, used in the context of promotion, is the ____________ of information.
The communication process begins with a ______.
Many industrial products--especially _________ equipment such as steam generators and aircraft--are sold through a direct channel from the producer to the buyer.
In the communication process, a source must convert the meaning being conveyed into a series of signs that represent ideas or concepts. This process of converting the meaning into symbols is known as ________.
n the communication process, to share a coded meaning with the receiver or audience, a source must select a ______ of transmission.
An intranet site is a Web site which is designed by a company to present information to its own employees or specific business partners--access to it is usually __________.
In the communication process, a source sends an encoded message via a medium of transmission to a receiver. The receiver then decodes the message, or ________ the signs in the encoded message into concepts and ideas.
Anything which _______ the communication process, and results in the receiver decoding a different message from what the source was trying to convey, is known as noise.
Major techniques for establishing a _________ budget include Percent-of-Sales technique, Competitive Parity approach, Objective and Task procedure, and All Available Funds technique.
One of the most logical approaches to determining a promotion budget is the Objective and Task approach, where the tasks required to achieve promotional objectives are ______, and then the estimated costs for each of these tasks is added up to come up with the budget.
The Percent of Sales approach to determining a promotion budget involves simply allocating a _____ percentage of the previous year's sales.
The __________________ approach to establishing a promotion budget involves trying to match competitors' budgets, either in terms of absolute dollars or to allocate the same percentage of sales for promotion as their competitors do.
The ___________________ approach to determining a promotional budget involves simply allocating all the money that is available after the other elements of the marketing plan have been funded.
All Available Funds
The Advertising Plan, which includes Objectives and Budget, is determined by the overall _________ Plan.
Web sites are capable of performing many different marketing functions. Many sites, however, simply provide information on their products. They are performing the marketing function of _________ via their Web site.
The ___________ Budget is derived from the Promotion Budget.
In advertising, a _____ Plan specifies the exact media vehicles to be used and the dates and the times that the advertisements will appear.
Magazines, television stations, newspapers, and outdoor ads are all examples of media types. The ________ venues in each medium which a marketer chooses to advertise with are called media vehicles.
A media planner typically looks at several factors when evaluating media vehicle alternatives. _____ refers to the percentage of a target audience that is actually exposed to a particular advertisement in a stated time period.
When evaluating alternative media vehicles, one of the factors that media planners look at is _________, which refers to the average number of times targeted consumers were exposed to the advertisement in a stated time period.
In addition to looking at Frequency and Reach, which tell how much of the target audience is exposed to the advertisement and how many times, media planners also take into account cost. _________________ is one way advertising costs are evaluated and allows for comparisons across media types.
Multiplying Reach times _________ is how media planners calculate Gross rating Points.
The "____________" of advertising delivered during a certain time period is determined by calculating the Gross Rating Points.
The marginal revenue is the change in total revenue that occurs when a firm sells an __________ unit of a product. The marginal revenue between selling 5 units at $7 each, and 6 units at $6 each is $1.
The overall concept and theme for an ___________ campaign is called the Creative Platform.
Evaluations performed before an advertising campaign begins are called ________. One of the big types of pretests is known as a consumer jury, which involves asking a number of actual or potential buyers of an advertised product to judge an advertisement.
To measure advertising effectiveness during an advertising campaign, a marketer uses inquiries, which may be in the form of _______ or a form request.
Evaluating advertising effectiveness after an advertising campaign is known as a ________.
Publicity is a type of promotion which can be influenced by a firm, but not __________.
Publicity is a form of promotion which often has greater ___________ among consumers because it appears to be more objective--it is primarily informative, not persuasive.
Public Relations is a broad set of communication activities used to create and maintain favorable relations between the organization and the _________, and enhancing the company's image.
Using ________ who inform customers and persuade them to purchase products through personal communication falls under personal selling, one of the ingredients in the promotion mix.
There are three types of salesmen . Order Getters are responsible for increasing the firm's sales by selling to new customers and by __________ sales to existing customers.
There are three types of salesmen. ____________ seek repeat sales--most of them handle orders for standardized products that are purchased routinely and do not require extensive sales efforts.
Support Personnel are one of the three types of salespeople, but usually are not involved ______ with making sales.
The maximum possible sales for a firm within a market in a specific time period is known as the Sales _________.
For many non-profit organizations, the price of a product or service is set so that the organization can hit its __________ point.
Market Potential is the ____________ of a product that customers will purchase within a specified period in a specific market.
The Selling Process is a _____ step process which many salespersons move through as they sell products.
The first step in the Selling Process is Prospecting, which involves developing a list of _________ customers.
The ____________ is the second step in the Selling Process, and is where a salesperson conducts research on a prospect--such as determining the prospect's specific product needs, current use of brands, personal characteristics, etc..
The ________ is the third step in the Selling Process, and is the manner in which a salesperson contacts a potential customer.
The ____________ is the fourth step in the Selling Process, and is where the salesperson works to attract and hold the prospect's attention to stimulate interest and stir up a desire for the product.
Overcoming __________ is the step after Presentation in the Selling Process.
Closing is the element in the Selling Process where the salesperson asks the prospect to ___ the product.
The _________ is the final step in the Selling Process, and is where the salesperson makes an effort to assure customer satisfaction after the sale.
When making a presentation to customers, salesmen usually use a combination of a ______ approach and an interactive approach.
There are three basic types of Salesforce Compensation plans. In a _______________ compensation plan, salespeople are paid a specified amount per time period.
Demand for __________ products is derived from the demand for consumer products.
In a ___________________ compensation plan, a salesperson's compensation is determined solely by the amount of their sales for a given time period.
When choosing a compensation plan for salespeople, the main factor is balancing the need to provide income security versus __________.
When evaluating salespeople's performance, a lot of information can be obtained from reports, which describe each salesperson's schedule of calls and sales _______.
All paid marketing communications __________ advertising, public relations, and personal selling falls under Sales Promotion.