| A | B |
|---|
| promotion | communication used by a business to inform, persuade or remind consumers about a company and/or its products |
| product promotion | communication designed to convince customers to choose a business' products or services |
| institutional promotion | communication designed to build a positive image for the business |
| promotional mix | combination of all types of communication and a cost-effective allocation of resources by a business |
| advertising | any paid form of nonpersonal presentation of ideas, goods, services made by an identified sponsor. |
| sales promotion | all marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate purchasing and sales. |
| public relations | activities to build rapport with the company's various publics by obtaining favorable publicity, building good corporate image, and handling unfavorable rumors, stories and events. |
| personal selling | personalized, two way communication between the sales staff and customer designed to complete the sale and build customer relations |
| direct marketing | direct communication with targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. |
| Integrated marketing communications | concept where company coordinates its promotional mix elements to communication a clear, consistent and compelling message about company and its products. |
| push strategy | promotional strategy - calls for using sales force and trade promotion to push product thru distribution channel |
| pull strategy | pormotional strategy - calls for spending a lot on advertising and promotion to build up consumer demand. |
| advertising objective | specific communication goal to be accomplished with a specifi target market during a specific time period. |
| reach | measure of the percentage of people in target market who are exposed to ad campaign during a given period of time. |
| frequency | measure of how many times average person in target market is exposed to the ad message |
| media impact | qualitative value of a message exposure through a given media |
