Advertising Concepts and Types

Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication.

To develop initial demand for a product.

<p>To increase demand for an existing product.</p> Signup and view all the answers

<p>A marketing strategy where a company's product or service is presented as superior when compared to a competitor's.</p> Signup and view all the answers

<p>A type of advertising that seeks to keep the product before the public in an effort to reinforce previous promotional activity.</p> Signup and view all the answers

<p>A type of advertising that aims to reassure customers that they made the right choice when purchasing a product, and to help them get the most out of it.</p> Signup and view all the answers

<p>To enhance a company's image rather than promote a particular product.</p> Signup and view all the answers

<p>A marketing strategy primarily used by nonprofit organizations and private groups to sway public opinion in support of a particular cause or message.</p> Signup and view all the answers

<p>A type of advertising that aims to match the media it's placed in. (ex. YouTube ads)</p> Signup and view all the answers

<p>A collection of coordinated advertisements that share a single theme.</p> Signup and view all the answers

<p>Identify the target audience, define objectives, create advertisements, choose advertising tools, measure the effectiveness of the advertising</p> Signup and view all the answers

<p>Frequency and reach.</p> Signup and view all the answers

<p>A count of how often a consumer is exposed to a promotional message (TV ad, online ad, billboard, etc).</p> Signup and view all the answers

<p>The percentage of the target market that has been exposed to a promotional message (TV ad, online ad, billboard, etc) at least once during a specific time period.</p> Signup and view all the answers

<p>Uses logical arguments to attempt to make the viewer think about the product and its benefits to better understand why purchasing or using the product is a good decision.</p> Signup and view all the answers

<p>Advertising that makes broad, exaggerated, or boastful statements about a product or service that are subjective rather than fact.</p> Signup and view all the answers

<p>A set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product.</p> Signup and view all the answers

<p>Documents that entitle the customers who possess them to a discount on the product.</p> Signup and view all the answers

<p>Sales promotions that offer a customer a discount from the regular price of a product.</p> Signup and view all the answers

<p>Sales promotions that allow consumers to recoup a specified amount of money after making a single purchase.</p> Signup and view all the answers

<p>Sales promotions based on chance, such that entry is the only requirement to win.</p> Signup and view all the answers

<p>Sales promotions that allow consumers to accumulate points or other benefits for doing business with the same company or a group of companies.</p> Signup and view all the answers

<p>A trade sales promotion that offers buyers a price reduction for each unit purchased during a specific period.</p> Signup and view all the answers

<p>A payment made by a manufacturer to a retailer for each unit of a product sold at a reduced price during a specific time period.</p> Signup and view all the answers

<p>A trade sales promotion where a manufacturer offers a buyer free merchandise or payment in exchange for promoting their products in-store.</p> Signup and view all the answers

<p>A promotional item or incentive given to a retailer by a manufacturer to encourage them to stock and actively promote a product.</p> Signup and view all the answers

<p>Promotional incentives designed to increase sales for a product or brand.</p> Signup and view all the answers

<p>Nonpersonal communication focused on promoting positive relations between a firm and its stakeholders.</p> Signup and view all the answers

<p>Annual reports provide a forum for the organization to share with its stakeholders what it has achieved over the past year. They present the firm with an opportunity to highlight financial successes as well as charitable and philanthropic work that portray the organization in a positive light.</p> Signup and view all the answers

<p>Speeches provide an avenue for members of an organization to market their message directly to a group in a longer-form speech.</p> Signup and view all the answers

<p>A social media tool through which individuals can share their thoughts and knowledge with the public.</p> Signup and view all the answers

<p>Brochures are typically intended to inform and/or engage with the public. Either paper or online, they provide a forum for educating the public about a firm, its mission, or a specific cause.</p> Signup and view all the answers

<p>Event sponsorship involves firms paying to sponsor, host, or support a cultural, sport, or charitable activity.</p> Signup and view all the answers

<p>A written statement that a company sends to the public and press to share significant information about a newsworthy event or topic.</p> Signup and view all the answers

<p>Disseminating unpaid news items through some form of media to gain attention or support.</p> Signup and view all the answers

<p>Offline publicity includes more traditional print media such as magazines, journals, and newspapers.</p> Signup and view all the answers

<p>Image repair theory is a communication strategy that enables an organization to protect its reputation when a crisis or business disruption strikes. The theory emphasizes the importance of addressing a crisis effectively to mitigate reputational damage.</p> Signup and view all the answers

<p>A communication strategy that enables an organization to protect its reputation when a crisis or business disruption strikes.</p> Signup and view all the answers

<p>A two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision.</p> Signup and view all the answers

<p>Building a trusting relationship with a customer over multiple sales interactions.</p> Signup and view all the answers

<p>The basis of a continued commitment to working toward a goal.</p> Signup and view all the answers

<p>All of the above</p> Signup and view all the answers

<p>All of the above</p> Signup and view all the answers

<p>The search for potential customers - those who need or want a product and fit into a firm's target market.</p> Signup and view all the answers

<p>Part of the personal selling process that involves identifying specific information about a prospect.</p> Signup and view all the answers

<p>A forum to convey the organization's marketing message to the prospect.</p> Signup and view all the answers

<p>Concerns or reasons customers offer for not buying a product.</p> Signup and view all the answers

<p>The point at which the salesperson asks the prospect for the sale.</p> Signup and view all the answers

<p>The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.</p> Signup and view all the answers

<p>The salesperson summarizes all of the benefits of the product and how it meets the needs of the buyer prior to asking for the order.</p> Signup and view all the answers

<p>A sales technique that assesses a buyer's readiness to make a purchase by asking for their opinion instead of a decision.</p> Signup and view all the answers

<p>Entails asking the prospect to consider choices concerning delivery, warranty, or financing terms under the assumption that a sale has been finalized.</p> Signup and view all the answers

<p>The manager's responsibility for formulating and implementing a sales plan used to deploy salespeople to interact with customers.</p> Signup and view all the answers

<p>Salespeople who work directly for a sales firm.</p> Signup and view all the answers

<p>Salespeople who do not work directly for the firm, but rather represent various firms and products on a contractual basis. Also known as manufacturer's reps.</p> Signup and view all the answers

<p>A group of salespeople and possibly other employees who act collectively to sell to a customer</p> Signup and view all the answers

<p>Sales goals are important to sales managers and the overall organization. The revenue generated by selling products is the engine that drives the activities of most firms. Thus, setting realistic sales expectations, and then attaining them, has an impact on all functions of the firm. Sales goals are the basis of firm planning, which includes such things as forecasting production levels, employment needs, logistics systems, and capital investments. Specific to sales, revenue and growth goals help sales managers determine many elements of their sales plan, including salesperson quotas, compensation, and sales force size.</p> Signup and view all the answers

<p>Determining the effective way to utilize the salespeople, based on some sort of territory strategy, leading to what territories the salespeople will serve.</p> Signup and view all the answers

<p>The geographic approach typically places salespeople within an exclusive territory.</p> Signup and view all the answers

<p>Involves salespeople who sell a particular product or set of products.</p> Signup and view all the answers

<p>Organizes the territory around the customer. May divide customers based on size, amount spent, or type.</p> Signup and view all the answers

<p>Utilizes multiple types of territory strategies to organize the sales force.</p> Signup and view all the answers

<p>How the sales plan is practiced by the sales force through recruitment, compensation design, and sales force motivation.</p> Signup and view all the answers

<p>The component of compensation that's fixed.</p> Signup and view all the answers

<p>The component of compensation that's variable.</p> Signup and view all the answers

<p>The innate desire to complete a task or engage in an activity.</p> Signup and view all the answers

<p>A system of policies and procedures for calculating the wages and salaries in an organization.</p> Signup and view all the answers

<p>The practice of aligning sales results with the greater objectives of the organization.</p> Signup and view all the answers

<p>The act of evaluating the sales performance of an organization and its sales force.</p> Signup and view all the answers

<p>The process by which companies get new customers, keep the customers they already have, and grow the business by increasing their share of customers' purchases.</p> Signup and view all the answers

<p>Any point at which a customer and the company come into contact.</p> Signup and view all the answers

<p>Identify current customers, understand how customers interact with the firm, gather specific customer information, store and analyze information, use data to build customer relationships</p> Signup and view all the answers

<p>Measures the quantity of purchase dollars each customer spend on the company's products rather than the number of customers.</p> Signup and view all the answers

<p>A ratio that compares the financial investments a company puts into gaining and keeping customers to the financial return on those investments.</p> Signup and view all the answers

<p>Measures how well a CRM program prioritizes customers based on each customer's profitability.</p> Signup and view all the answers

<p>The total profit a customer brings to a company during the time that the individual or firm is a customer.</p> Signup and view all the answers