| A | B |
|---|
| Advertising | any paid form of communication through mass media directed at identified consumers to provide information and influence their actions. |
| Merchandising | a set of promotional activities designed to obtain sales in the retail setting. |
| Personal selling | direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services. |
| Promotion | any form of communication used to inform, persuade, or remind |
| Public relations | an ongoing program of non-paid and paid communications intended to favorably influence public opinion about an organization, marketing effort, idea, or issue. |
| Publicity | non-paid promotional communication presented by the media rather than by the business or organization that is being promoted. |
| Sales promotion | activities and materials designed to reinforce a company's brand and image. It is also a direct incentive to take an action likely to immediately increase sales of a product or service. |
