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chapter 17

Terms in this set (30)

A face-to-face meeting with a customer
personal selling
Marketing communications that inform and persuade consumers
promotion
An online journal that offers a writer's experiences, opinions, etc.
blog
A promotional strategy that provides visibility for a business at little or no cost
publicity
A strategy to sell by informing, persuading, and reminding customers of the availability or superiority of a firm's products or services
advertising
A systematic process of continually looking for new customers
prospecting
Social networking and microblogging websites
social media
A presentation designed to make potential customers aware of a specific product or service and create a desire for it
product advertising
A presentation of information about a particular firm, designed to enhance the firm's image in order to make its other advertising more credible and effective
institutional advertising
A generic term used to refer to a variety of wireless handheld computing devices that allow people to access information from wherever they are
mobile device
Abbreviation for a software application for business or entertainment
app
A square bar code that connects to a website, a video, or some other web content
quick response code
Social networking, microblogging websites, and other means of online communicating where users share personal messages, information, videos, and other content
social media
A word, phrase, or image that a user may click on to go to another part of a document or website or to a new document or website
hyperlink
An inclusive term for any promotional technique other than personal selling and advertising that stimulates the purchase of a particular product or service
sales promotion
Delivery of a firm's message by electronic mail
e-mail promotion
A blend of nonpersonal, personal, combined, and special forms of communication aimed at a target market
promotional mix
Interacting online with other users who share common interests
social networking
A widely dispersed market favors which promotional method?
advertising
Promotional funds are determined according to past experience in which of the following methods?
percentage of sales
A widely used piecemeal approach to determining the level of promotional expenditures is
what can be spared
A good way to increase the volume and quality of traffic to a particular website is to:
make sure that the site is accessible by search engines
Payment for banner advertising is usually based on the number of people who actually
click on the banner
Which channel option would be the least personal for a business to its customer?
blog
Media publications, public records, and directories are sources of
impersonal referrals
Telephone calls and mail surveys are examples of
marketer-initiated contacts
Media Corporation posts an photo of the week's top salesman on the company website. Every month, it includes an article about its top salesperson in its internal newsletter. This is an example of:
personal recognition
The successful combination of advertising media depends on
the type of business
Which medium is considered to have a low pass-along rate?
newspapers
What provides visibility for a business at little or no cost?
publicity
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