| A | B |
|---|
| promotion | persuasive communication |
| product promotion | used to convince prospects to select |
| institutional promotion | used to create a favorable image for a business, help it advocate change, or take a stand |
| advertising | form of nonpersonal promotion |
| direct marketing | type of advertising directed to a targeted group of prospects and customers rather than to a mass audience |
| sales promotion | represents all marketing activities (other than personal selling, advertising, & public relations |
| public relations | enable an org. to inflence a target audience |
| news release | an announcement that is sent to the appropriate media outlets |
| publicity | bringing news about an org. to the public's attention |
| promotional mix | a combo of strategies and a cost-effective allocation of resources |
| push policy | manufacturer pushes the product to the retailer....to convince them to stock the products being promoted |
| pull policy | manufacturer uses promotional mix to reach consumers...creates consumer demand/interest |
