Glossary Global Promotion, Direct Marketing And Personal Selling

GLOSSARY


ADVERTISING BRIEF: Document confirming understanding between a client and an advertising agency on (1) objectives of an advertising campaign, (2) identification of the targeted audience, (3) strategies to be adopted in reaching the audience, (4) the timeframe of the campaign, and (5) its total estimated cost.
ADVERTISING MEDIUM: Any single advertising vehicle comprising advertisingmedia such as billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures.
BELITTING: To cause to seem less than another or little.
BRISKLY: Marked by speed, liveliness, and vigor; energetic: had a brisk walk in the park. Quickly, smartly, promptly, rapidly, readily, actively, efficiently,vigorously, energetically.
BULK MAIL: Is a fast and easy way to communicate with others. It is popular for both personal and business use. Some businesses leverage the power of email to send bulk emails to their customers
CLAIMS: Legal demands or assertions. The act of making demands or assertions. Rights that an individual or legal entity is entitled to. For example, an individual or business canhave claims on a title signifying ownership of some land.
DAMAGE CONTROL: An effort to minimize or curtail damage or loss. Actions taken to limit the spillover into a negative public opinion, requires both public relations and timing.
DECEPTIVE ADVERTISING: Promotional techniques (such as bait and switch pricing) designed to influence buyers with false or misleading claims.
DIRECT MARKETING:Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising.
DIRECT RESPONSE TELEVISION: or DRTV, includes any television advertising that asks consumers to respond directly to the company --- usually either by calling an 800 number or by visiting a web site. There are two types of DRTV, short form and long form. Short form is any DRTVcommercial that is two minutes or less in length. Long form direct response is any television commercial longer than two minutes.
DISMAYED: To destroy the courage or resolution of by exciting dread or apprehension.
EMBARRASS: To cause to feel self-conscious or ill at ease; disconcert.
ENTANGLEMENT: To complicate; confuse.Difficulty, mess, confusion, complication, muddle, predicament, imbroglio.FRENZIED: Affected with or marked by frenzy; frantic
FULFILLMENT: Is the process of following through a transaction from ordering through delivery. Fulfillment procedures differ significantly dependent on whether customers request products or services. Fulfillment falls into two broad categories - product fulfillment and service fulfillment.
GUESSTIMATES: An estimate calculated mainly or only byguesswork
HANDLING: Coordination and integration of operations such as un-packing, re-packing, packaging, and movement of materials or goods over short distances.
HANDLING OBJECTIONS:When a sales person demonstrates a feature, talks about a benefit or uses a sales closing technique, their customer may well respond in the negative sense, giving excuses or otherwise heading away from the saleHIRING: The practice of finding, evaluating, and establishing a working relationship with future employees, interns, contractors or consultants
HOOPLA: a. Boisterous, jovial commotion or excitement.
b. Extravagant publicity
INTEGRATE MARKETING COMMUNICATIONS: Or IMC; a management concept that is designed to make all aspects of marketing communication such as advertising, salespromotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
INTERNATIONAL TRADE FAIR: Is a way to identifying potential distributors in a new local market.
LEISURE: Freedom from time-consuming duties, responsibilities, or activities.
MAIL ORDER: Method of selling in which buyers and sellers do not make face-to-face contact....