| A | B |
|---|
| promotion mix | Any combination of the different forms of promotion to sell goods and services. |
| advertising | any paid, non-personal form of communication by an identified sponsor. For example, TV commercials, magazine advertisements, direct mail and the Internet. |
| sales promotions | Any activities or communications that encourage consumers to purchase products. For example, giveaways, sweepstakes, free samples, award shows, contests, and coupons. |
| personal selling | face-to-face, personalized communication between a seller and a buyer. For example, the presentation of a demo from a recording artist to a record label executive. |
| public/community relations | Activities used by a business or organization to gain and maintain a positive relationship between themselves and the community: internally or externally. |
| sponsorship | Financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for recognition or affiliation. |
| print media | Any written form of communication used to inform, persuade, or remind consumers about products or services offered. |
| newspaper | The most common and the most cost effective type of print media for a small business focusing on a specific geographic market. |
| magazine | Print media likely to be used by advertisers that want a high quality ad and wish to segment the market based on demographics, psychographics, or behaviorally. For example, men are more likely to subscribe to Sports Illustrated, so this would be cost-effective for a brand of men’s razors. |
| direct mail | Sent directly to customers, or potential customers of a particular store. For example, all Blockbuster Video members would receive a flyer announcing a special sales event. |
| outdoor | Print media that includes billboards. |
| transit | Print media that is shown on public transportation such as busses and trains. |
| broadcast | TV and radio |
| banner ads | rectangular boxes at the top or bottom of Web sites that are used to promote a Web site or business. |
| "pop ups" | Advertisements that interupt internet surfing. |
| E-mail ads | tailored online advertsing sent straight to specific consumers. |
| specialty media | “everyday” items with a company name written on them. For example, calendars, pens, and coffee mugs. |
| trade shows | conventions are promotional opportunities for manufacturers, wholesalers, retailers, and movie producers to learn about and support new products in the industry. |
| incentives | Sales promtions such as contests, sweepstakes, or rebates used to generate awareness, interest, and increase sales |
| premiums | sales promotions such as coupons or low cost items given away with the sponsor’s product as part of a sales promotion |
| push strategies | used by a manufacturer to convince or “push” retailers to carry and promote products in their retail establishments. This strategy relies heavily on personal selling and sales promotion. |
| pull strategies | directed towards customers to increase their interest and demand for products. Customers will convince retailers to carry sports or entertainment products. This strategy relies heavily on advertising. |
