| A | B |
|---|
| image | beliefs, ideas, and impressions that people have about a business |
| preselling | influencing potential customers to buy before a contact is actually made |
| campaign | a series of related promotional activities with a similar theme |
| promotional mix | the combination of promotional media used to reach a target market within the promotional budget |
| advertising | paid presentation of ideas, goods, or services directed towards a mass audience by an identified sponsor |
| specialty items | giveaways such as pens and t-shirts that have a business name or logo |
| publicity | the placement of newsworthy items about a company or product in the media |
| news release | brief, newsworthy stories that are sent to the media |
| public relations | activities designed to create goodwill toward a business |
| premiums | something of value that a customer receives in addition to the good or service purchased |
| rebates | return part of the purchase price as an incentive for customers to purchase a product |
| sweepstakes | games used by businesses to get customers thinking and talking about what the company has to offer |
| industry average | the standard used to compare costs |
| cooperative advertising | an arrangement whereby the suppliers or manufacturers of goods that a business sells agree to share that business' advertising costs |
| advertising agencies | companies that can handle all phases of advertising |
| consumer pretests | procedures in which a panel of consumers evaluates an ad before it runs |
