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PR & Marketing Terms: Relations, Publicity, Strategies, Research, and Sales Techniques, Quizzes of Marketing

This description defines terms related to PR, publicity, strategies, research, and sales techniques. It covers proactive/reactive PR, influencer/buzz/viral marketing, corporate/advocacy/cause-related/green marketing, CRM, order taking, creative/team/seminar/system selling, missionary/detail salesperson, canned presentation, AIDA, need satisfaction, consultative selling, SFA, sales management, promotion research, reliability/validity/trustworthiness/meaningfulness, account planning, naturalistic inquiry, normative test scores, resonance/communications/dummy advertising tests, thought listening, attitude change study, physiological measures, eye-tracking/psychogalvano meter/voice response analysis, pilot testing, split-cable/run/list experiments, post-test message tracking, recall/recognition tests, log analysis software, inquiry/direct-response measurements, and ballot method. (1000 characters)

Typology: Quizzes

2012/2013

Uploaded on 04/18/2013

wwryan90
wwryan90 🇺🇸

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TERM 1
Public Relations
DEFINITION 1
Function that provides communications to foster goodwill
between a firm and its constituent groups.
TERM 2
Publicity
DEFINITION 2
Unpaid media exposure about a firm's activities or its
products and services.
TERM 3
Proactive Public Relations Strategy
DEFINITION 3
PR strategy that is dictated by marketing objectives, seeks
publicity, and takes the offense.
TERM 4
Reactive Public Relations Strategy
DEFINITION 4
PR strategy that is dictated by influences outside the
company's control, focuses on solving problems, and requires
defensive measures.
TERM 5
Public Relations Audit
DEFINITION 5
Internal study that identifies aspects of the firm or its
activities that are positive and newsworthy.
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Public Relations

Function that provides communications to foster goodwill between a firm and its constituent groups. TERM 2

Publicity

DEFINITION 2 Unpaid media exposure about a firm's activities or its products and services. TERM 3

Proactive Public Relations Strategy

DEFINITION 3 PR strategy that is dictated by marketing objectives, seeks publicity, and takes the offense. TERM 4

Reactive Public Relations Strategy

DEFINITION 4 PR strategy that is dictated by influences outside the company's control, focuses on solving problems, and requires defensive measures. TERM 5

Public Relations Audit

DEFINITION 5 Internal study that identifies aspects of the firm or its activities that are positive and newsworthy.

Public Relations Plan

Plan that identifies the objectives and activities of a firm's PR communications. TERM 7

Influencer Marketing

DEFINITION 7 Series of personalized marketing techniques directed at individuals or groups with the credibility and capability to drive positive word-of-mouth in a market segment. TERM 8

Buzz Marketing

DEFINITION 8 Creation of events or experiences that yield conversations that include the brand or the product. TERM 9

Viral Marketing

DEFINITION 9 Process of consumers marketing to consumers over the internet through word-of-mouth. TERM 10

Corporate Advertising

DEFINITION 10 Advertising intended to establish a favorable attitude toward a company as a whole.

Creative Selling

Assisting and persuading customers regarding purchase decisions (typically for specialty goods or high-priced items). TERM 17

Team Selling

DEFINITION 17 Sales effort by a team of salespeople representing different functions. TERM 18

Seminar Selling

DEFINITION 18 Education of customer or prospect groups to inform them about the firm's products or services. TERM 19

System Selling

DEFINITION 19 Selling a set of interrelated components that fulfill a majority of the customer's needs in a product or service area. TERM 20

Missionary Salesperson

DEFINITION 20 Salesperson who calls on accounts to monitor buyers' satisfaction and update their needs.

Detail Salesperson

Salesperson who introduces new products and provides product information without aiming for an immediate sale. TERM 22

Canned Presentation

DEFINITION 22 Recitation of a prepared sales pitch. TERM 23

Attention-Interest-Desire-Action (AIDA)

DEFINITION 23 Structured presentation aimed at capturing attention, identifying features of interest, defining desirable benefits, and requesting action in the form of purchase. TERM 24

Need Satisfaction

DEFINITION 24 Sales presentation that begins with assessment of each buyer's need state and then adjusts the selling effort to that need state. TERM 25

Consultative Selling

DEFINITION 25 Face-to-face selling in which salespeople help customers define problems and design solutions.

Trustworthiness

Quality of deserving confidence. TERM 32

Meaningfulness

DEFINITION 32 In promotion research, practical applicability of conclusions to the promotional effort. TERM 33

Account Planning

DEFINITION 33 System in which an agency assigns a coequal account planner to work alongside the account executive and analyze research data, staying with projects on a continuous basis. TERM 34

Naturalistic Inquiry

DEFINITION 34 Broad-based research method that relies on qualitative data collection, including video and audio recordings and photography. TERM 35

Normative Test

Scores

DEFINITION 35 Scores determined by testing an ad and then comparing the scores with those of previously tested campaigns of the same type.

Resonance Test

Message assessment aimed at determining the extent to which a message rings true with target audience members. TERM 37

Communications Test

DEFINITION 37 Pretest message research aimed at measuring whether a message is communicating something close to what is desired. TERM 38

Dummy Advertising Vehicles

DEFINITION 38 Mock-ups of magazines that contain editorial content and advertisements, including ads being tested. TERM 39

Theater Tests

DEFINITION 39 Pretest message research in which subjects view ads played in small theaters and record their reactions. TERM 40

Thought Listening

DEFINITION 40 Pretest message research that tries to identify specific thoughts that may be generated by an ad.

Pilot Testing

Message evaluation that consists of experimentation in the marketplace. TERM 47

Split-Cable Transmission

DEFINITION 47 Pilot testing of two versions of an advertisement through direct transmission to separate sample households. TERM 48

Split-Run Transmission

DEFINITION 48 Pilot testing in which different versions of an advertisement are placed in magazines and direct responses to each advertisement are compared. TERM 49

Split-List Experiments

DEFINITION 49 Pilot testing in which multiple versions of a direct-mail piece are sent to segments of a mailing list and responses to each version are compared. TERM 50

Post-Test Message Tracking

DEFINITION 50 Assessment of an ad's performance during or after the launch of an ad campaign.

Recall Test

Test of how much the viewer of an ad remembers of the message. TERM 52

Recognition Tests

DEFINITION 52 Tests in which audience members are asked whether they recognize an ad or something in an ad. TERM 53

Log Analysis Software

DEFINITION 53 Measurement software that provides data about online consumer behavior, including hits, pages, visits, and users, as well as audience traffic within a website. TERM 54

Inquiry/Direct-Response

Measurements

DEFINITION 54 Post-test message tracking in which an advertisement calls for a direct response and the number of responses is counted. TERM 55

Ballot Method

DEFINITION 55 Pretest of sales promotion in which consumers are given a list of promotional options and asked to rank their preferences.