| A | B |
|---|
| media | the channels of communication used to send a message to the target market |
| viral campaign | promotion where a few online mentions turn into a real buzz about a movie and propel it into a mega hit. |
| sales promotions | additional incentives offered for a limited time to encourage consumers to buy a product. |
| Advertising | paid form of communication, distributed through many forms of media, used to catch the audience’s attention |
| trade | a point-of-purchase display given to a business is an example of THIS type of sales promotion |
| native advertising | Online advertising content created by a company that has the appearance of non-ad content |
| trade sales promotion | sales promotion directed at members of the distribution channel |
| Product placement | a growing form of advertisement used in films, television shows, and the live theater |
| increase sales | main goal of promotion is to do THIS |
| 3 | Recent research indicates that successful salespeople should offer consumers no more than ___ reasons to buy |
| copy | Words to be spoken or printed in an advertisement |
| personal selling | An in-person, face-to-face communication between a seller and a customer |
| product placement | a product is integrated into the plot of a movie or television show |
| reach | the number of people in the target market expected to receive the message through the chosen medium. |
| publicity | Newspaper articles and television news stories are examples of THIS type of promotion |
| the media | Publicity is a free message controlled by THIS group |
| Advertising | THIS type of promotion informs consumers about new products and services, allowing them to make comparisons among the alternatives |
| Advertising | a paid form of communication delivered by a product maker or seller to consumers |
| publicist | When a sports figure has received bad publicity, the person is responsible for maintaining relations with the public and news media. |
| promotion | the process of making customers aware of a product, service, or event. |
| advertising | THIS type of promotion plays a strong role in a free-enterprise system |
| Public image | THIS is important to celebrities, influences fans' choices of favorite teams and athletes, is created by public relations |
| Fans | grass-roots effort occurs when an unknown person or event is propelled into the spotlight by THIS group |
| body language | non-spoken signals |
| Buy | best advertisements give customers as NO MORE than 3 reasons to do THIS |
| Damage control | involves refuting, justifying, or downplaying bad publicity. |
| knowledgable | a ___________________ salesperson tells stories about personal experiences with the product, makes comparisons with a similar product, demonstrates the product |
| sales promotions | EXAMPLES of this include: free samples of a product, coupons, giveaways |
| publicity | Any unpaid media attention, both negative and positive, about a business and its products, services, or events |
| Goodwill | positive feelings about a business |
