A method of promotion that involves the use of a variety of communications channels and tools in an effort to cultivate favorable relations with key publics, particularly the news media, with the objective of gaining favorable mentions of the marketer’s company or product without direct payment to the publisher of the information.
Retail format represented by retail chains that have taken what were previously small, narrowly focused specialty stores and expanded these to create large specialty stores.
A method of research that is often highly structured and controlled in which one variable, called the independent variable, is manipulated to see how it may effect another variable, called the dependent variable.
A direct distribution system where the marketer relies on others (e.g., agents and brokers) to communicate the marketer’s products but the marketer handles distribution directly to the customer.
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many times an advertisement is experienced (e.g., seen, heard).
A form of contractual dependent channel arrangement where a central organization (franchisor) controls nearly all activities of other members (franchisee).
The first category within the Diffusion of Innovation concept that consists of a small percentage of a market who are primarily characterized as being at the forefront of adopting new products and eager to try new things, often without regard to price.
A sub-category of the order getter sales classification in which salespeople locate and sell to new customers then once a sale is made pass this customers on to others in their organization who handle account maintenance.
Name given to a method of delivery of audio and video programming that a user can download to a media devices, such as MP3 players or video player, thus allowing for playback on the user’s own schedule.
