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22 Cards in this Set
- Front
- Back
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Above the line promotion |
When businesses directly pay for advertising through independent media |
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Added value |
The difference between the cost and the amount received when sold |
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Advertising campaign |
A coordinated series of linked advertisements with a single idea or theme |
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Advertising Standards Authority |
An organisation that attempts to stop misleading, harmful or offensive advertising. It ensures sales promotions are run fairly and helps to reduce unwanted commercial mail |
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Below the line promotion |
Promotion that increases sales, but are not advertising, e.g. loss leaders and free samples |
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Brand image |
The impression in consumer's mind of a brand's total personality |
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Brand name |
Words that identify the product and brand |
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Census |
Data collected by the government every ten years, questions everyone in the entire population |
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Channel of distribution |
This is the route a product takes to get from the producer to the consumer, can be through wholesalers, agents or retailers |
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Competitor pricing |
The price is set in relation to competition, either at market price or at a discount to the market leader |
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Consumer profile |
A profile of consumers so that they can be grouped for marketing purposes |
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Cost plus pricing |
The price set is the average cost plus a percentage mark up, should ensure a profit for the business |
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Defensive advertising |
Advertising when a business responds to a competitors claim |
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Digital distribution channels |
This is the route digital products take to sell directly to customers |
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Direct sales |
Sales made directly to the customer |
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E-Commerce |
The ability to sell directly to the customer using digital channels of distribution |
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Ethical behaviour |
When firms advertise ethically, i.e. The market research they carry out does not involve animal testing |
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Focus group |
A small group of people brought together to discuss a product and to produce qualitative data about the product, thought to be representative of their target audience. |
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Informative advertising |
Advertising meant to inform the public, factual information |
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Interviews |
These are individual intensive interviews with a small number of respondents to explore their perspective on a particular idea, program or situation |
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Loss leader |
Very low prices used to urge customers to buy other fully priced products |
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Market orientated |
A business carries out market research to find out what consumers want before a product is developed and produced. |
