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| Promotion | Any form of communication a business or organization uses to inform, persuade, or remind people about its products |
| Promotional Mix | A combination of the different types of promotion |
| Product Promotion | Used to convince potential customers to buy products instead of buying from a competitor |
| Institutional Promotion | Used by a business to create a favorable image for itself, as opposed to promoting a product or service |
| Advertising | Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor |
| Sales Promotion | Represents all marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness |
| Public Relations | Refers to any activity designed to create a favorable image toward a business, its products, or its policies |
| Publicity | A specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media |
| Push Policy | A mix of personal selling, advertising (direct mail and/or trade publications), and buying discounts |
| Pull Policy | Promotional mix of local and national advertising, in-store displays, sales promotions, and public relations to reach customers |
| Slotting Allowance | A cash premium apid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves |
| Sales Incentives | Awards given to managers and employees who successfully meet or exceed a sales quota |
| Premiums | Low-cost items given to consumers at a discount or for free |
| Sponsorship | Involves the promotion of a company in association with a property |
| Title Sponsor | Sponsor that pays to have its name incorporated into the name of the sponsored property |
| Incentives | Generally are higher-priced products earned and given through contests, sweepstakes, and rebates |
| Promotional Tie-Ins | Involve sales promotional arrangements between one or more retailers or manufacturers |
| Customer Advisory Boards | Panels of consumers who make suggestions about products and businesses |
| Consumer Affairs Specialists | Design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and product safety |
| Community Relations | Refers to the activities that a business uses to acquire or maintain the respect of the community |
| News Release | A prewritten story about a company that is sent to the various media |
| Press Kit | A folder containing articles, news releases, feature stories, and photographs about a company, product, or person |
| Press Conference | A meeting in which a business or organization invites media members to hear an announcement about a newsworthy event |
