| A | B |
|---|
| public relations | Promotional activities designed to create goodwill between a company and the public. |
| trade show | Exhibit of products of interest to a specific industry |
| sales promotion | Marketing activities, such as coupons and free samples, designed to entice customers to buy a company's products. |
| advertising | Nonpersonal promotion paid for by an identified sponsor |
| rebate | Return of a portion of the money paid for a purchase. |
| personal selling | Promotion in which the marketer and the customer communicate in person, and the marketer can immediately customize the message. |
| publicity | Information about a company and its products that appears in the media that is not paid for by the company. |
| trade allowance | Discount or money paid to an intermediary who buys the product |
| coupon | Printed piece of paper that indicates the product and the amount of price reduction when it is used. |
| Premium | Item given to a customer for free or at a reduced price along with the purchase of a product. |
| nonpersonal promotion | Promotion that communicates the same message to all potential customers |
| institutional promotion | Communication that focuses on the image of the organization and does not mention products |
| product promotion | Marketing communication that focuses on the product and selling the product |
| signature | Words that identify the sponsor of the ad. |
| online media | Any form of advertising that is placed on the Internet |
| graphics | Visual part of an ad, such as photographs, illustrations, and color. |
| media | In advertising, the physical means of carrying an advertising message, for example, newspapers, TV, and the Internet. |
| commercial | Advertising message sent by broadcast media |
| copy | Text that provides information and sells the product. |
| headline | Words that grab the attention of the reader in an advertisement. |
| layout | Arrangement of copy and art on a page. |
| specialty media | Useful or decorative items that carry advertising messages |
| product placement | seeing a snickers bar in a movie is an example of what type of sales promotion |
| direct marketing | telemarketers are examples of what element of promotion |
| press release | is a newsworthy story about the company that is sent to the media |
| trade show | exhibits for manufacturers, retailers, and wholesalers |
| personal selling | the only form of personal promotion |
| ultimate goal of promotion | get the customer to take action and buy the product being promoted |
| sponsorship | An activity in which the sponsor pays for an activity such as a sporting event, a cultural performance, or a charity event |
| Promotional Mix | advertising, direct marketing, sales promotion, personal selling, public relation |
| outdoor media | media used outside such as billboards |
| specialty media | hats, calendars, pens are examples of |
| online | fastest growing form of advertising |
| 4 elements of print ad | headline, graphics, copy, and signature |
| tools of publicity | news release, press kit, Press conference |
| publicity | companys have least control over this element ofpublic relations |
| sales incentives | a special discount that can be given as an incentive to both consumers and businesses |
| pull strategy | marketing efforts geared toward consumers |
| push strategy | marketing efforts are geared toward other members of the business chain |
| AIDA | Attention, Interest, Desire, Attention |
| Persuade | This part of AIDA gets customers into the store and interested in buying. |
