| A | B |
|---|
| Institutional advertising | Advertising designed to create a favorable image and goodwill for a business or organization. |
| Print Media | Agencies or instruments such as newspapers, magazines, direct mail, signs, and billboards which use written communication to deliver messages to the public. |
| Broadcast Media | Agencies or instruments such as radio and television that use verbal communication to share a message with the public. |
| Media | Agencies, means, or instruments used to deliver promotional messages to the public. |
| Public Rlations | Any activity designed to create a favorable image toward a business, its products, or its policies. |
| Promotion | Any form of communication a business or organization uses to inform, persuade, or remind consumers about its products/services. |
| Sales Incentives | Awards given to salespersons for meeting or exceeding sales goals. |
| Promotional strategy | Carefully arranged sequence of promotions designed around a common theme responsive to specific objectives. |
| Promotional media | Channels of communication that serve as tools for promoting ideas, goods, and services to consumers. (Also see Media on the previous page.) |
| Promotional advertising | Communication designed to increase sales of products and services. |
| Institutional promotion | Communication used to create a favorable image of the business in the eyes of the consumer instead of promoting a product/service. |
| Product promotion | Communication used to persuade consumers to buy a particular product/service. |
| Visual merchandising | Coordination of the physical elements of a business or a product to project the desired image to the consumer. |
| Press Kit | Folder containing feature stories, articles, photographs, and/or news releases about the company, product, or persons which has been prepared to assist the media. |
| Personal Selling | Form of promotion that uses planned, personalized communication in order to influence customer buying decisions and ensure satisfaction. |
| Specialty mediqa | Inexpensive, useful items with the name of the advertiser printed on them that are used to gain customer recognition or serve as reminders. |
| Publicity | Information that is provided to the public by the media or other sources at no cost to the business. |
| Premiums | Low cost items given to the consumer at a discount or free. |
| Press conference | Meeting to which a business or organization invites media for the purpose of distributing information about a newsworthy event. |
| Slotting allowance | Money paid by a manufacturer to the retailer for placing a product in the store, perhaps in a specific location. |
| Reach | Non-duplicated count of the people in a target audience who are exposed to a promotional message. (Each person is counted only once even if they view the message more than once.) |
| Bleed page | Page on which the advertisement is printed to the edge of the page leaving no border. |
| News Release | Prepared statement or story that provides newsworthy information about the business or organization providing it. |
| Buying allowance | Price discount given by a manufacturer to increase the desire of a wholesaler or retailer to purchase the product. |
| Incentives | Products earned through contests, sweepstakes, and rebates. |
| Extensive coverage | Reaching a larger audience. |
| Intensive coverage | Reaching a smaller group of people more often. |
| Promotional tie0ins | Strategy in which two or more businesses combine promotional resources to increase sales. |
| Frequency | The average number of times a person in the target audience is exposed to a promotional message. |
| Promotional mix | The combination, or blend, of the different types of promotion. |
| Online mdia | The Internet used as a vehicle to deliver messages to customers. |
| CPM | The media cost of exposing 1,000 readers to an ad. |
| Seconday circulaton | The number of people who read a publication but do not actually purchase it (“pass along” readers). |
| Primary circulation | The total number of copies of print media sold. |
| Sales promotion | The variety of activities other than personal selling, advertising, and public relations that are used to increase consumer purchases. |
| product samples | Trial size products generally sent through the mail or distributed at the business and given to the consumer free of charge. |
