| A | B |
|---|
| 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 | convincing potential customers to buy products from a certain business instead of a competitor |
| institutional promotion | used by a business to create a favorable image for itself |
| four basic types of promotion | personal selling, advertising, sales promotion, & public relations |
| personal selling | requires individuals to make contact with potential buyers---the most expensive form of promotion |
| advertising | any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor |
| sakes promotion | all marketing activities used to stimulate consumer purchasing & sales effectiveness |
| public relations | any activity designed to create a favorable image toward a business, its products, or its policies |
| publicity | is a specific kind of public relations that involves placing positive & newsworthy information about a business, its products, or its policies in the media |
| pull policy | promotion policy designed |
| push policy | promotiion policy used only with the next partner in the distribution channel |
| sales promotion | a short-term incentive offered to encourage buying a good or service |
| trade promotions | are sales promotion activities designed to gain manufacturers', wholesalers', & retailers' support for a product |
| slotting allowances | a cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves |
| buying allowances | a price discount given by manufacturers to wholesalers & retailers to encourage the purchase of a product |
| trade shows & conventions | provide businesses with opportunities to introduce new products, encourage increased sales of existing products, & gain continued company & product support by wholesalers & retailers |
| sales incentives | awards given to managers & employees who successfully meet or exceed a sales quota |
| promotional tie-ins | sales promotional arrangements between one or more retailers or manufacturers |
| premiums | low-cost items given to consumers at a discount or for free |
| four types of popular premiums | coupons, factory packs, traffic builders, & coupon plans |
| coupons | certificates which entitle customers to cash discounts on goods or services |
| factory packs or in-packs | free gifts placed in product packages, on product packages, or as a container premium |
| traffic builders | low-cost premiums, such as pens, key chains, & calendars which are given away free to customers |
| incentives | are higher-priced promotions earned & given through contests, sweepstakes, & rebates |
| contests | games or activities that require the participant to demonstrate a skill |
| sweepstakes | games of chance |
| product samples | free trial size of a product sent through the mail, distributed door-to-door or given away at stores or shows |
| product placement | product recognition occurs when a product is featured in special events, on TV or in movies |
| visual merchandixing & displays | coordination of all physical elements in a place of business so that its projects the right image to its customers |
| loyalty marketing programs | frequent buyer programs |
| customer advisory boards | panels of consumers who make suggestions about products & businesses |
| consumer affairs specialists | desgin programs to reflect customer needs for information on topics such as nutrition, health & wellness, & product safety |
| community relations | refers to 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, & 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 |
