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Advertising Ch. 17
Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
33
Advertising
Undergraduate 1
04/24/2012

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Cards

Term
Database Marketing
Definition
Build and maintain a pool of data on current and prospective customers (and other stakeholders) and communicating with them through a variety of media.
Term
Importance of a database
Definition
Enables marketers to target, segment and grade customers.
Term
Direct-response or action advertising
Definition
Marketing efforts aimed at stimulating some action or response on the part of the customer or prospect.
Term
Linkage media
Definition
Media that help prospects and customers link up with a company to inform prospects how to inquire about its products.
Term
Customer lifetime value (LTV)
Definition
A model that focuses on ranking the lifetime value of customers in customers base.
Term
Data management
Definition
The process of gathering, consolidating, updating and enhancing the information about customers and prospects.
Term
Data access
Definition
Enables marketers to manipulate, analyze and rank information to make better marketing decisions.
Term
RFM Formula
Definition
Stands for Recency, Frequency, Monetary. Purpose: identifies the best customers, those most likely to buy again.
Term
Direct-sales strategy
Definition
Marketers' reps sell to customers directly, either at home or at work, rather than through a retail establishment or some other intermediary.
Term
Direct selling
Definition
Face-to-face selling away from a fixed retail location.
Term
Direct-response advertising
Definition
Ads that ask the reader, viewer or listener to provide feedback to the source.
Term
Customized Marketing Mail (CMM)
Definition
A new class of mail approved in 2003 that allows advertisers to mail collateral of any shape or size.
Term
Sales letters
Definition
Most common in direct-mail format. Often mailed with brochures, price lists or reply cards and envelopes.
Term
Use of postcards
Definition
To announce sales, offer discounts or generate customer traffic.
Term
Use of folders and brochures
Definition
Usually printed in multiple colors with photos or other illustrations on good paper.
Term
Broadsides
Definition
Larger than folders and are sometimes used as window displays or wall posters in stores.
Term
Self-mailers
Definition
Any form of direct mail that can travel without an envelope.
Term
Statement stuffers
Definition
Ads enclosed in monthly customer statements from department stores, banks, oil companies and the like.
Term
House organs
Definition
Publications produced by associations or business organizations.
Term
House list
Definition
A company's relational database of current, recent and long-past customers as well as future prospects comprises the house list.
Term
Mail-response list
Definition
House lists of other direct-mail advertisers. They can be rented with a wide variety of demographic breakdowns.
Term
Compiled lists
Definition
Customer lists compiled for a reason other than rents or sells. E.g. list of home owners, car owners.
Term
List broker
Definition
Handles the renting of customer contact lists.
Term
Letter shop
Definition
Handles production and handling tasks such as stuffing and sealing envelopes.
Term
Personal selling
Definition
The interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual long-term benefit of both parties.
Term
Sales promotion
Definition
An incentive that accelerates the product's movement from producer to consumer.
Term
Push strategies
Definition
Designed to secure the cooperation of retailers, gain shelf space and protect the product against competitors.
Term
Trade promotions
Definition
Sales promotions aimed at members of the distribution channel.
Term
Trade advertising
Definition
Advertising in publications read by members of the trade.
Term
Pull strategies
Definition
Designed to attract customers and increase demand for the product.
Term
Consumer sales promotions
Definition
Example of a pull strategy because they are designed to induce consumers to seek out or ask for the product, in effect pulling the product through the pipeline.
Term
Trade concentration
Definition
More products going through fewer retailers.
Term
Slotting allowances
Definition
Fees ranging from $15,000 to $40,000 for the privilege of obtaining shelf or floor space for a new product.
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