Marketing Comm
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
What is advertising?
a series of related advertisements focusing on a common theme and slogan
What is an advertising campaign?
a form of lead generation in which the salesperson approaches potential buyers without knowing anything about them
What is cold calling?
a public web page that functions as an interactive journal, where readers can post comments
What is a blog?
any tool or service that uses the Internet to facilitate conversations
What is social media?
a medium of communication—such as voice, radio, social or newspaper—for sharing a message
What is a channel?
a reason for a person to buy a product
What is an advertising appeal?
a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and other professionals
What is networking?
websites that allow users to upload and distribute multimedia content like videos and photos.
What are media sharing sites?
a 30-minute or longer advertisement that looks more like a television talk show than a sales pitch
What is an infomercial?
a brands own content that was created in order to maximize the brands’ value to customers
What is owned media?
a certificate that entitles a consumer to an immediate price reduction when the product is purchased
What is a coupon?
the process when the salesperson and the potential customer concede something in order to agree on the sale
What is negotiation?
actors, singers, artists, or athletes who have millions of followers on social media platforms
What are social media celebrities?
the communication of a concept or message to large audiences
What is mass communication?
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
What is a push strategy?
a coordinated effort to handle all the effects of unfavorable publicity or unexpected event
What is crisis management?
a salesperson’s sales goals, usually based on sales volume, that should be met in a certain time period
What is a quota?
websites that allow people to post, read, rate, and comment opinions about products and services
What are review sites?
blogs with strict post length limits
What are microblogs?
the combo of promotional advertising, public relations, selling, and social media—used to reach the target market and fulfill goals
What is the promotional mix?
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
What is a unique selling proposition?
all the various contacts made with a customer from which data might be gathered
What are touch points?
using consumers to develop and market products based on their engagement or opinions on the product
What is crowdsourcing?
a promotional program that allows the consumer the opportunity to try a product or service for free
What is sampling?