| A | B |
|---|
| Promotion | decisions about advertising, personal selling, sales promotion, and public relations used to attract customers |
| Advertising | a form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets |
| Publicity | bringing news or newsworthy information about an organization to the public's attention |
| Sales Promotion | all marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost growth |
| Sales Incentive | a higher-priced product, award, or gift card that is earned and given away through contests, sweepstakes, special offers, and rebates |
| Licensing | letting another company, or licensee, use a trademark, patent, special formula, company name, or some other intellectual property for a fee or royalty |
| Premiums | low cost item given to customers at a discount or for free |
| Promotional mix | a cost-effective combination of advertising, selling, sales promotion, direct marketing, and public relations strategies used to reach company goals |
| Promotional advertising | advertising designed to increase sales |
| Institutional advertising | advertising designed to create a favorable image for a company and foster goodwill in the marketplace |
| Print media | advertising in newspapers, magazines, direct mail, signs, and billboards |
| Broadcast media | radio and television |
| Specialty media | relatively inexpensive useful items featuring an advertiser's name or logo; also called giveaways or advertising specialties |
| Advertising agencies | an independent business that specializes in developing ad campaigns and crafting the ads for clients |
| Headline | the phrase or sentence in an advertisement that captures the readers' attention, generates interest, and entices them to read the rest of the ad |
| Copy | the selling message of a written advertisement |
| Illustration | the photograph, drawing, or other graphic element that is used in an advertisement |
| Signature | the name of the advertiser or logotype that is the distinctive identification symbol for a business |
| Slogan | a catchy phrase or words that identify a product or company |
| Social Media | electronic media that allows people with similar interests to participate in a social network |
