marketing vocab

promotion

decisions about advertising, personal selling, sales promotion, and public relations used to attract customers

product promotion

a promotional method used by businesses to convince prospects to sell their goods or services instead of a competitor’s brand

institutional promotion

a promotional method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues

promotional mix

a cost-effective combination of advertising, selling, sales promotion, direct marketing, and public relations strategies to reach company goals

advertising

a form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets

direct marketing

a type of advertising that sends a promotional message to a targeted group of prospects and customers rather than to a mass audience

social media

electronic media that allows people with similar interests to participate in a social network

sales promotion

all marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost sales

public relations

activities that help an organization to influence a target audience

news release

an announcement sent to the appropriate media outlets

publicity

bringing news about an organization to the public’s attention

trade promotions

sales promotions designed to get support for a product from manufacturers, wholesalers, and retailers

consumer promotions

sales strategies that encourage customers and prospects to buy a product or service

premium

low-cost item given to consumers at a discount or for free

incentive

a higher-priced product, award, or gift card that is earned and given away through contests, sweepstakes, special offers, and rebates

promotional tie-in

activity that involves sales promotions between one or more retailers or manufacturers; also called cross-promotion or cross-selling

loyalty marketing program

rewards customers by offering incentives for repeat purchases, such as a frequent flyer

kiosk

a point-of-purchase display that is a stand-alone structure

visual merchandising

coordinating all the physical elements in a place of business to project an image to customers

display

the visual and artistic aspects of presenting a product or service to a target group of customers to encourage a purchase

storefront

a business’s exterior, including the sign, marquee, outdoor lighting, banners, awnings, windows, and exterior design of the building

marquee

a canopy that extends over a store’s entrance

fixtures

permanent or moveable store furnishings that hold and display merchandise

point-of-purchase display

a stand-alone structure that serves as a customer sales promotion device

interactive kiosk

an interactive point-of-purchase display that is a free-standing, full-service retail location

props

properties that are items or physical objects that hold the merchandise on display or support the display setting

color wheel

illustrates the relationship among colors

complementary colors

colors that are opposite each other on the color wheel and create high contrast

adjacent colors

those that are located next to each other on the color wheel and share the same undertones; also called analogous colors

triadic colors

three colors equally spaced on the color wheel, such as red, yellow, and blue

focal point

an area in a display that attracts attention first

proportion

the relationship between and among objects in a display

formal balance

created in a display by placing large items with large items and small items with small items

informal balance

achieved in a display by placing several small items with one large item within the display

promotional advertising

advertising designed to increase sales

institutional advertising

advertising designed to create a favorable image for a company and foster goodwill in the marketplace

media

the agencies, means, or instruments used to convey messages to the public

transit advertising

advertisement seen on public transportation

specialty media

relatively inexpensive useful items featuring an advertiser’s name or logo; also called giveaways or advertising specialties

media planning

the process of selecting the appropriate advertising media and deciding the time or space in which ads should appear to accomplish a marketing objective

impression

a single exposure to an advertising message

cost per thousand (cpm)

the media-measurement cost of exposing 1,000 readers or viewers to an advertising impression

advertising agency

an independent business that specializes in developing ad campaigns and crafting the ads for clients

logotype

a graphic symbol for a company, brand, or organization; logo

copy

the selling message of a written advertisement

advertising proof

a presentation of an ad that shows exactly how it will appear in print

product mix

all the different products that a company makes or sells

product line

a group of closely related products manufactured or sold by a business

product item

a specific model, brand, or size of a product within a product line

product width/depth

the number of items offered within each product line

prototype

a model of a new product, usually made before the product is manufactured

product modification

an alteration in a company’s existing product

category management

a process that involves managing product categories as individual business units

planogram

a computer-developed diagram that shows retailers how and where products within a category should be displayed on a shelf at individual stores

trade name

corporate brand; identifies and promotes a company or division of a particular corporation

brand mark

incorporates a unique symbol, coloring, lettering, or design element that is easily visible

trade character

a specific type of brand mark, one with human form or characteristics

trademark

a word, name, symbol, sound, etc., that cannot be used by anyone but the owner because it is registered with the federal government and has legal protection

national brand

also known as producer brand, this is owned and initiated by a national manufacturer or by a company that provides services

private distributor brand

known as private brand, store brand, dealer brand, or private label, this is developed and owned by wholesalers and retailers

generic brand

a product that does not carry a company identity

brand extension

a branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line

brand licensing

a legal authorization by a brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee

mixed brand

a strategy that offers a combination of manufacturer, private distributor, and generic brand to consumers

co-branding

a strategy that combines one or more brands in the manufacture of a product or in the delivery of a service

mixed bundling

packaging two or more different goods or services in one package

price bundling

when two or more similar products are placed on sale for one package price

blisterpack

a package with a preformed plastic mold surrounding individual items arranged on a backing

aseptic packaging

packaging that utilizes a technology that keeps foods fresh without refrigeration for extended periods

cause packaging

packaging that promotes social and political causes

brand label

the information tag on a product or package that gives the brand name, trademark, or logo

descriptive label

a label that gives information about the product’s use, construction, care, performance, and other features

grade label

a label that states the quality of the product, such as eggs

aptitude

an ability or natural talent, or the potential to learn a certain skill

occupational outlook handbook (ooh)

a publication available online in libraries that describes what workers do, working conditions, the training and education required, earnings, and expected job prospects in a wide range of occupations

career outlook

the number and types of jobs available in any field

occupational information network

a database that is the primary source for occupational information in the US

public employment agency

an employment agency supported by state or federal taxes that offers free services to both job applicants and employers

private/staffing employment agency

an employment agency not supported by taxes that must earn a profit to stay in business; it charges a fee for its services, paid either by the job applicant or the employer

cover letter

a letter written by a job applicant to introduce the applicant to an employer in the hope of convincing the employer to read the résumé

resume

a brief summary of personal information, education, skills, work experience, activities, and interests