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Marketing (Fach) / Definitions (Lektion)
Definitions
Diese Lektion wurde von Liss93 erstellt.
Diese Lektion ist leider nicht zum lernen freigegeben.
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- Media Mix: : The combination of media to be used for a promotional campaign
- Cost per Contact The cost of reaching one member of the target market
- Reach The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
- Frequency The number of times an individual is exposed to a given message during a specific period.
- Audience Selectivity The ability of an advertising medium to reach a precisely defined market.
- Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance
- Publicity Public information about a company, good, service, or issue appearing in the mass media as a news item.
- Product Placement A public relations strategy that involves getting a product, service, or company name to appear in the media, on the internet, or at special events.
- Sponsorship: A public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.
- Crisis Management A coordinated effort to handle all the effects of unfavourable publicity or of another unexpected unfavourable event
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- Sales Promotion Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase
- Consumer Sales Promotion Sales promotion activities targeting the ultimate consumer
- Coupon A certificate that entitles consumer to an immediate price reduction when they buy the product.
- Rebate A cash refund given for the purchase of a product during a specific period
- Premium An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
- Loyalty Marketing Program : A promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers.
- Sampling: A promotional program that allows the consumer the opportunity to try a product or service for free
- Point-of-Purchase Display (P-O-P): a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying
- Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.
- Relationship Selling A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.