| A | B |
|---|
| Promotion | a type of persuasive communication |
| Product Promotion | a busines uses this to convince prospective customers to select its service or product instead of a competitors brand |
| Institutional Promotion | used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues |
| Advertising | a form of non-personal promotion |
| Direct Marketing | a type of advertising directed to a targeted group of prospects and customers rather than to a mass audience |
| Sales Promotion | Represents all marketing activiites other than personal selling, advertising, and public relations - that are used to stimulate purchasing and sales |
| Public Relations | tries to create a positive image for the company or its product through activiites |
| News Release | a written announcement that is sent to the appropriate media outlets |
| Publicity | this brings news or newsworthy informaiton about an organization to the public's attention |
| Promotional Mix | a combination of strategies and a cost-effective allocation of resources |
| Push Policy | this is only used with the next partner in the distribution channel |
| Pull Policy | directs promotion towards consumers |
| The Five Types of Promotion | Personal Selling; Advertising; Direct Marketing; Sales Promotion; Public Relations |
| Sales Promotion | incentives that encourage customers to buy products or services |
| Trade Promotion | a type of sales promotion activity desinged to get support for a product from manufacturers, wholesalers, and retailers |
| Consumer Promotion | these are sales strategies that encourage customers and prospects to buy a product or service |
| Coupons | these are certificates that entitle customers to cash discounts on goods and services |
| Premiums | these are low-cost items given to consumers at a discount or for free |
| Incentives | used to promote many products because they create customer excitement and increase sales |
| Promotional Tie-ins | this is also known as cross-promotion and cross-selling The activities invlove sales promotional arrangements between one or more retailers or manufacturers. |
