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CHAPTER 17 Promotional Concepts and Strategies

AB
Decisions about advertising, personal selling, sales promotion, and publicity used to attract potential customers.promotion
A promotion method businesses use to convince consumers to select its products or services.product promotion
A promotion method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues.institutional promotion
A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets.advertising
A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.direct marketing
All marketing activities–other than personal selling, advertising, and public relations–that are used to stimulate purchasing and sales.sales promotion
Activities that help an organization influence a target audience.public relations
An announcement that is sent by a business or organization to media outlets.news release
A tactic that public relations professionals use to bring information about an organization to the public’s attention.publicity
A combination of promotional strategies and a cost effective allocation of resources.promotional mix
A manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products.push policy
A process that directs promotion towards consumers.pull policy
All marketing activities--other than personal selling, advertising, and public relations--that are used to stimulate purchasing and sales.sales promotions
Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.trade promotions
Sales strategies that encourage customers and prospects to buy a product or service.consumer promotions
Certificates that entitle customers to discounts on goods and services.coupons
Low-cost items given to consumers at a discount or for free.premiums
Products earned or given away through contests, sweepstakes, and rebates.incentives
Sales promotional arrangements between one or more retailers or manufacturers; also known as cross-promotion and cross-selling campaigns.promotional tie-ins


Business Teacher
Garrett Academy of Technology
North Charleston, SC

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