*Chapter_15_-_Advertising_Promotion_and_Personal_Selling_A2L

These flashcards cover key concepts related to advertising, sales promotions, and personal selling, including definitions and models important for understanding marketing communication strategies.

Advertising

A paid form of communication from an identifiable source designed to persuade an audience to take action.

AIDA Model

A model that outlines the steps in the consumer decision-making process: Attention, Interest, Desire, Action.

Lagged Effect

The phenomenon where advertising does not have an immediate impact, requiring multiple exposures before purchase.

Informative Advertising

Advertising that educates consumers about a product or service, typically used early in the product life cycle (PLC).

Persuasive Advertising

Advertising that attempts to convince consumers in the growth and early maturity stages of the PLC, often to reposition a brand.

Reminder Advertising

Advertising aimed at keeping a brand in the consumer's mind after achieving market acceptance.

Puffery

The legal exaggeration of praise that stops just short of deception in advertising.

Consumer Sales Promotion

Tactics aimed at stimulating demand by targeting either end users or channel members.

Sales Process Steps

The stages in personal selling including: Generate and Qualify Leads, Preapproach, Sales Presentations and Overcoming Objections, Closing the Sale, Follow-Up.

Public Service Announcements (PSAs)

Advertisements focused on public welfare, sponsored by non-profit organizations, representing a form of social marketing.

Product Placement

A marketing strategy where the product is included in non-traditional media formats, such as movies or music videos.

Cognitive Dissonance

The psychological discomfort experienced by consumers after making a purchase, which can be addressed through follow-up.