Aaron J Hudson AMM 101 Dr. Silverman November 16, 2005 Chapter 16: Key Terms 1. Advertising Agency: An independent firm that plans, produces, and places advertising for its client. 2. Order Getter: A salesperson who is responsible for selling a firm’s products to new customers and increasing sales to present customers. 3. Creative Selling: Selling products to new customers and increasing sales to present customers. 4. Order Taker: A salesperson who handles repeat sales in ways that maintain positive relationships with customers. 5. Sales Support Personnel: Employees who aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up service. 6. Missionary Sales Person: A salesperson-generally employed by a manufacturerwho visits retailers to persuade them to buy the manufacturer’s products. 7. Trade Salesperson: A salesperson-generally employed by a food producer or processor-who assists customers in promoting products, especially in retail stores. 8. Technical Salesperson: A salesperson who assists a company’s current customers in technical matters. 9. Consumer Sales Promotional Method: A sales promotion method designed to attract consumers to particular retail stores and to motivate them to purchase certain new or established products. 10. Trade Sales Promotion Method: A trade sales promotion method designed to encourage wholesalers and retailers to stock and actively promote a manufacturer’s product. 11. Rebate: A return of part of the purchase price of a product. 12. Coupon: Reduces the retail price of a particular item by a stated amount at the time of purchase. 13. Sample: A free product given to customers to encourage trial. 14. Premium: A gift that a producer offers the customer in return for buying its product. 15. Frequent-User Incentive: A program developed to reward customers who engage in repeat (frequent) purchases. 16. Point-of-Purchase Display: Promotional material placed within a retail store. 17. Trade Show: An industry-wide exhibit at which many sellers display their products. 18. Buying Allowances: A temporary price reduction to resellers for purchasing specified quantities of a product. 19. Cooperative Advertising: An arrangement whereby a manufacturer agrees to pay a certain amount of the retailer’s media cost for advertising the manufacturer’s product. 20. Publicity: Communication in news-story form about an organization, its products, or both. 21. News Release: A typed page of about 300 words provided by an organization to the media as a form of publicity. 22. Feature Article: A piece (of up to 3,000 words) prepared by an organization for inclusion in a particular publication. 23. Captioned Photograph: A picture accompanied by a brief explanation. 24. Press Conference: A meeting at which invited media personnel hear important news announcements and receive supplementary textual materials and photographs. 25. Promotional Campaign: A plan for combining and using the four promotional methods-advertising, personal selling, sales promotion, and publicity-in a particular promotion mix to achieve one or more marketing goals. 26. Positioning: The development of a product image in buyers’ minds relative to the images they have of competing products.