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adv 15 AND 16 DEF

def from ch 15 AND 16

QuestionAnswer
Ad allowance Discount offered by a manufacturer or supplier (the principal) to a wholesaler or retailer to cover local advertising or merchandising expenses for the principal's products.
Booths a soundproof room used in sound recordings or for broadcasting
Buyback allowance
Cents off promo
Combination offers
Company conventions
Consumer sales promo
Contest
Convienece cards
Cooperative (co-op) ad Cost sharing arrangement in which certain or all costs incurred in achieving a common objective are divided among participating parties. Also called copayment program.
Coupon Marketing Discount offer printed in newspapers or magazines, attached to a packaging, or mailed out. A consumer redeems a coupon by presenting it at the time of paying for the discounted product.
Customer lifetime value (LTV)
Database Systematically organized or structured repository of indexed information (usually as a group of linked data files) that allows easy retrieval, updating, analysis, and output of data. Stored usually in a computer, this data could be in the form of graphics
Database marketing Communicating, promoting, and selling activities based on a database management system (DBMS), which stores and refines data generated by a firm's routine marketing and selling efforts. The DBMS constructs customer profiles based on their personal, demogr
Dealer marketing
Dealer meeting
Direct marketing Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising.
Direct response ad Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement.
What are the following devices? (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.
Direct sales
Direct selling Face to face presentation, demonstration, and sale of products or services, usually at the home or office of a prospect by the independent direct sales representatives. Employed by firms such as Avon, Mary Kay, and Tupperware, direct selling differs from
Display allowances
Diverting
Electronic coupon
Exhibits Document referred to in a contract that establishes the quantities and specifications for the items to be delivered under it.
Forward buying
Freestanding inserts advertising material on one or more pages that is inserted into a newspaper
Game
Instore sampling
Linkage media
Loyalty continuity programs
Personal selling The presentation of a persuasive message by a seller to a potential customer or group of customers, generally in a face-to-face meeting. Personal selling can also take place through personal correspondence, telephone conversations, or emails.
Point of purchase materials advertising at the place where the products are bought, e.g. posters or dump bins
Polybagging polyethylene bag, heat sealed or open at one end, used to deliver one or more mailing pieces to an address. Polybags may be transparent or colorfully printed. They are the dominant carrier for card deckS because of their low cost and attention-getting pow
Premium The price at which an option trades. The amount of the premium is affected by various factors, including the time to expiration, interest rates, strike price, and the price and price volatility of the underlying asset. Also called option premium.
Pull strat an attempt by a producer to use heavy advertising to persuade final users to buy a product, so ‘pulling’ the product through the distribution process to the point of sale
Push money Extra compensation paid by a manufacturer or employer to a salesperson for selling a particular product. For example, an appliance manufacturer offers a bonus for selling a washer or dryer from a line that has been discontinued. Also called spiff.
Push strat Filling the distribution channels with a product on the assumption that consumers will be attracted by the ubiquity and other factors such as price. See pull promotional strategy.
Rebates A partial refund following a purchase.
Sales promo-Sales-stimulation achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, etc.
Sampling the process of selecting a sample from the larger population for the purposes of a survey or experiment
Slippage
Slotting allow Sum paid by a vendor or manufacturer to a retail chain or establishment for (1) making room for a product on its store shelves, (2) making room for the product in its warehouse, (3) entering the product data in its inventory system, and (4) programming it
Spiff Slang term for the sum paid by a vendor's salesperson to a retailer's salesperson to motivate him or her to push the vendor's goods.
Sweepstakes Promotional scheme in which prizes are given to winners selected only by chance (at random) from the entries received. Sweepstakes do not require a purchase (consideration) otherwise they would become a lottery (which requires a license to operate). See a
Telemarketing The act of selling, soliciting or promoting a product or service over the telephone.
Trade allow Discount offered by producers or marketers to distribution channel members (distributors, wholesalers, retailers) usually as a short-term promotional incentive. Its objective is to effect a lower retail price to stimulate sales. Not to be confused with tr
Trade ad advertising to trade customers and not to the general public
Trade concentration
Trade deals
Trade promo Marketing campaign aimed at building demand at the middleman (distribution channel) level.
Trade shows An event at which goods and services in a specific industry are exhibited and demonstrated.
In a trade promotion, wholesalers and/or retailers are offered special price discounts (often in addition to a trade allowance), subsidized or free display racks or stands, gifts, or other incentives. trade promotion examples
Advertising impression the total number of times that an advertisement of any type reaches a person, including duplications.
Ad response curve-
Attention value the likelihood of an advertisement attracting and holding attention
EXAMPLE:Newspaper advertising is done at least twice a week, and David reports that the company is "experimenting with TV and radio. The typical men’s stores in Detroit don’t do much advertising, so we get _____ VALUE ATTENTION
Audience People or market segment at whom an advertising message or campaign is aimed.
Audience objectives
Blinking
Brande development index (BDI) Percentage of a brand's sales in a particular area in relation to the percentage of the country's population in that area. If a brand has 10 percent of sales, for example, in an area where the 20 percent of country's people live then its BDI in that area
Bursting
Category development index (CDI) Ratio of the sales of a product category (soft drinks, for example) to the population of a specific area. When combined with brand Development Index, it can be helpful in estimating the growth potential of a brand or category.
Circulation Average number of the copies of a publication distributed in a standard period such as day, week, or month.
Continuity
Continuous schedule
Cost effieciency the ‘value’ of an advertisement (the number of consumers it reaches, the amount of revenue it attracts etc.) in relation to the cost of placing it
Cost per point (CPP)
Cost per thousand (CPM)
Distribution objectives
Effective frequ Advertising theory that a consumer has to be exposed to an ad at least three times within a purchasing cycle (time between two consecutive purchases) to buy that product. See also recency theory.
Effective reach Percentage of targeted-audience that is exposed to a particular ad during a specific period, to effect the purchase of a product or service.
Exposure value
Five Ms
Flighting Advertising timing strategy where ads or commercials are run during a period (called a flight) followed by a period of no advertising (called a hiatus) followed by a flight ... and so on. This practice is contrary to the recency theory which argues that a
Frequency Ofteness. Rate of repetition of a cyclical or regular event, measured in 'hertz' or cycles per second.
Gross impressions
Gross marketing points (GRPs) Total of all rating points for an advertising schedule stated usually on a weekly basis. In principle, 100 GRP could mean either that 100 percent of targeted households are reached once per week, or 1 percent of them are reached 100 times in the week, or
Markets the number of potential buyers for a particular product
Mechanics
Media Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, f
Media buying Purchase of specific amount of space or time in media channels.
Media planning Document describing objectives, strategy, tactics, resource allocation, and media schedule and media mix to be used in reaching a targeted audience.
Media vehicles Specific print or electronic medium employed in an advertising campaign.
Message wight-
Methology System of broad principles or rules from which specific methods or procedures may be derived to understand different situations (or solve different problems) within the scope of a particular discipline. Unlike an algorithm, a methodology is not a formula
Mixed media approach the use of different advertising media together, e.g. billboards, television and radio
Money Anything of value that serves as a (1) generally accepted medium of financial exchange, (2) legal tender for repayment of debt, (3) standard of value, (4) unit of accounting measure, and (5) means to save or store purchasing power. In common usage: cash.
Motivation value
Opportunity to see (OTS) the number of times it is theoretically possible to see or hear an advertisement.
Pass along rate
Pulsing
Rating Judge something with respect to its value, specially against a suitable scale.
Reach Number of unduplicated individuals or households reached by (or exposed to) an advertising medium (broadcast or print) over a specified period. Also called accumulated audience, cumulative reach, Reach, net unduplicated audience, or unduplicated audience.
Readers per copy (RPC)
Roadbloacking Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels.
Synergy State in which two or more agents, entities, factors, processes, substances, or systems work together in a particularly fruitful way that produces an effect greater the sum of their individual effects. Expressed also as 'the whole is greater than the sum
Target CPM-
Television households
Wearout Process of attrition that causes increase in the failure rate of an object or system with its increasing age, consumption, or use.
Created by: aml4x