| A | B |
|---|
| promotional mix | combination of strategies and a cost effective allocation of resources -- such as a. Advertising, direct marketing, coupons, rebates, sales, contests etc. |
| premiums | low cost items given to consumers at a discount or for free. |
| institutional advertising | process used to try to create a favorable image for a company and foster goodwill in the market place. |
| product promotion | convinces prospects to select its products or service instead of a competitor’s brand. |
| display advertising | includes illustration, headlines, copy and white space. |
| customer relationship management | identifying and understanding customers to form a strong, long-lasting relationship. |
| direct marketing | type of advertising directed to a targeted group of prospects and customers rather than to a mass audience |
| sales promotions | represents all marketing activities-other than personal selling, advertising and public relations- used to stimulate purchasing and sales. |
| public relations | enables an organization to influence a target audience; Creates favorable image, cultivates media relations |
| specialty media | relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties. |
