| A | B |
|---|
| promotion | decisions made to attract potential customers (advertising/personal selling/sales promotion/publicity |
| institutional promotion | promo method, creates favorable image/promotes change/takes stand on issues |
| direct marketing | advertises to targeted group, not mass audience |
| advertising | company pays to promote ides/goods/services through media |
| product promotion | used to convince consumers to select its products or services |
| public relations | (PR) activitites that help an organization influence a target audience |
| news release | announcement sent by business/organization to news media |
| publicity | public relations tactic-brings organization's info to public's attention |
| promotional mix | combination of strategies/cost effective allocation of resources |
| push policy | promotion method-combines personal selling/advertising/buying discounts to large retailers |
| pull policy | directs promotion towards customers |
| sales promotion | mktng activities-used to stimulate purchasing & sales (not personal selling/advertising/public relations) |
| trade promotions | designed to get support for a product from manufacturers/wholesalers/retailers |
| consumer promotions | sales strategy-encourages cust. to buy product/service |
| coupons | certificates-entitle customers to discounts on services/goods |
| premiums | low cost items-given to customer at discount or free |
| incentives | products earned/given away thru contests/sweepstakes/rebates |
| promotional tie-ins | sales promo arrangements (1 or more retailers) known as cross promo/cross selling plans |
