| A | B |
|---|
| promotion | The process of making customers aware of a product,service, or event. |
| The primary goal of promotion | To increase sales, both by winning new customers and by persuading existing customers to remain loyal. |
| Related goals of promotion | Increasing customer usage, maintaining customer loyalty, building a fan base, educating potential customers, and overcoming the resistance of hesitant first time buyers. |
| media | The channels of communication used to send a message to the target market. |
| advertising | A paid form of communication delivered to consumers by a product maker or seller. |
| The 4 elements of promotion | advertising, sales promotions, publicity, and personal selling |
| sales promotion | An additional incentive offered for a limited time to encourage consumers to buy a product. |
| Examples of sales promotions | giveaways, coupons, items with the company's name on them, free samples of a product, , and limited time memberships to places such as health clubs. |
| Targets of sales promotions | sometimes consumers, other times the vendors. |
| publicity | Unpaid media attention,whether negative or positive about a business and its products, services, or events. |
| Example of publicity | An interview of Jeff Bezos, the founder and CEO of Amazon on "60 minutes" on the eve of Cyber Monday. |
| personal selling | In-Person, face to face communication between a seller and a customer. |
| The advantage of personal selling | The seller can immediately address any concerns that may be causing hesitation on the part of the buyer. |
| The skills of a knowledgeable salesperson | Offer information, demonstrate the product, make comparisons with a similar product, relay stories about personal experiences with the product, and answer any questions that may arise. |
