| A | B |
|---|
| 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 |
