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magazine networks (12) A group of magazines owned by one publisher or assembled by an independent network that offers advertisers the opportunity to buy space in a variety of publications through a package deal. mailing list (14) A type of database containing names and addresses of present and/or potential customers who can be reached through a direct-mail campaign. major selling idea (8) The basis for the central theme or message idea in an advertising campaign. marginal analysis (7) A principle of resource allocation that balances incremental revenues against incremental costs. market opportunities (2) Areas where a company believes there are favorable demand trends, needs, and/or wants that are not being satisfied, and where it can compete effectively. market segmentation (2) The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action. market segments (2) Identifiable groups of customers sharing similar needs, wants, or other characteristics that make them likely to respond in a similar fashion to a marketing program.

marketing (1, 2) The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. marketing channels (2) The set of interdependent organizations involved in the process of making a product or service available to customers. marketing mix (1, 2) The controllable elements of a marketing program including product, price, promotion, and place. marketing objectives (1, 7) Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability. marketing plan (1) A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand. marketing public relations function (MPR) (17) Public relations activities designed to support marketing objectives and programs.

mass media (5) Nonpersonal channels of communication that allow a message to be sent to many individuals at one time. materialism (22) A preoccupation with material things rather than intellectual or spiritual concerns. media buying services (3) Independent companies that specialize in the buying of media, particularly radio and television time.

media objectives (10) The specific goals an advertiser has for the media portion of the advertising program. media organizations (3) One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages. media plan (10) A document consisting of objectives, strategies, and tactics for reaching a target audience through various media vehicles.

media planning (10) The series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service. media strategies (10) Plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled. media vehicle (10) The specific program, publication, or promotional piece used to carry an advertising message. medium (10) The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor. message (5) A communication containing information or meaning that a source wants to convey to a receiver. missionary sales (18) Atype of sales position where the emphasis is on performing supportive activities and services rather than generating or taking orders. mnemonics (4) Basic cues such as symbols, rhymes, and associations that facilitate the learning and memory process. mobile billboards (13) An out-of-home medium in which advertisements are able to be transported to different locations (signs painted on automobiles, trailers pulling billboards, and the like).

motivation research (4) Qualitative research designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product. motive (4) Something that compels or drives a consumer to take a particular action. multiattribute attitude model (4) A model of attitudes that views an individual's evaluation of an object as being a func tion of the beliefs that he or she has toward the object on various attributes and the importance of these attributes. multimagazine deals (12) Arrangements whereby two to more publishers offer advertisers the opportunity to buy space in their magazines with one single media buy. multiplexing (11) An arrangement where multiple channels are transmitted by one cable network.

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