Download PR & Marketing Terms: Relations, Publicity, Strategies, Research, and Sales Techniques and more Quizzes Marketing in PDF only on Docsity!
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.
