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Reach
total number of different people or households exposed to an advertising schedule during a given time
Frequency
measures the intensity of a media schedule, based on repeated exposures to the vehicle or the program
Lazy S Curve
suggests that a minimum threshold (A) of advertising frequency must be crossed before a meaningful response is achieved. At some level of frequency, another threshold (B) is crossed, and the response begins to level off or even decline due to overexposure
Brand development index (BDI)
percentage of a brand’s total sales in an area divided by that area’s percentage of the total U.S. population, multiplied by 100
Category development index (CDI)
percentage of a product category’s total U.S. sales in an area divided by the percentage of the total U.S. population in the area, multiplied by 100
Continuous schedule
advertising runs steadily with little variation
Flighting schedule
periods of advertising are alternated with periods of no advertising at all
Pulsing schedule
mixing continuity and flighting strategies
Pros of personal selling
Personal and persuasive
Facilitates instant feedback
Flexibility to adjust the presentation
Flexibility in time
Helps in distribution of new products
Good for high-priced items
Cons of personal selling
Labor-intensive and costly
Time-consuming
Poor reputation/perception
Requires highly-trained salespeople with the right personality attributes
Sales promotion
Direct inducement offering extra incentives all along the marketing route to accelerate the movement of the product from the producer to the customer
B2B sales promotion tactics
Trade concentration
Slotting allowances
Trade deals
Display allowances
Buyback allowance
Advertising allowances
Cooperative (co-op) advertising
Company conventions
Dealer meetings
B2C sales promotion tactics
Point-of-purchase (P-O-P) materials
Coupon
Digital coupon
Convenience cards
Cents-off promotions
Rebates
Premium
Sampling
Combination offers
Contests/Sweepstakes
Public Relations (PR)
The strategic management of relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill
Publicity
generation of news about a person, product, or service that appears in broadcast or print media
House Organ
a publication about happenings and policies at the company
Venue Marketing
Surged in popularity. By selling the naming rights to stadiums, arenas, and centers, cities get help paying for public venues. Advertisers get a high- profile way to see their brands mentioned thousands of times each year in sports stories
