| A | B |
|---|
| Advertising | Any paid form of nonpersonal communication through different media by an identified sponsor. |
| Cooperative Advertising | A partnership between two more companies to share the cost of an advertisement. |
| Frequency | The number of times potential customers are exposed to a given advertisement. |
| Lead Time | The period of time between the design or an advertisement and its actual appearance in the selected medium. |
| Marketing | 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 Mix | The combo of the 4 basic marketing strategies, collectively known as the 4 P's - Product, price, place, and promotion. |
| Merchandising | Point of purchase advertising that includes all of the materials used in the business to encourage sales. |
| Packaging | Combining related and complementary services into a single-price offering. |
| Personal Selling | Promotion that involves direct contact between a salesperson and a customer. |
| Promotional Mix | The combination of advertising, sales promotion, personal selling, merchandising, public relations, and publicity used by hospitality and travel businesses for a particular time period. |
| Public Relations | All of the activites that an organization uses to develop or sustain positive relationships with individuals or other companies. |
| Publicity | A specific kind of public relations that involves communicating positive and newsworthy info about a business through the media at no charge to the business. |
| Reach | The # of potential customers exposed to an advertisement at least once. |
| Reconigtion Programs | A sales promotion technique that rewards customers as an incentive or inducement intended to insure their loyalty and to generate repaeat business |
| Sales Promotion | Approaches other than advertising, personal selling, public relations, and publicity that provide customers with a short term inducement to make an immediate ourchase. |
| Waste | The number of consumers exposed to an advertisement who are not part of the company's target market. |
