| A | B |
|---|
| promotional mix | The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers |
| advertising | the most visible element of the promotional mix |
| selling | planned, personalized communication |
| publicity | favorable news release, appearance on talk show, feature article in magazine |
| sales promotions | designed to provide short-term incentives to buyers |
| convenience goods | bread, toothpaste, light bulbs |
| shopping goods | automobiles, computers systems |
| specialty goods | jewelry, antiques, |
| introductory stage | great deal of advertising is required to inform consumers about existence of new product |
| declining stage | little amount of money is invested in promotional activities |
| personal selling | emphasized for products sold to industrial consumers |
| distribution channel | path in which products move from producer to the consumer |
| product life cycle | stages through which goods and services move through the market |
| target market | particular group of customers |
| immediate feedback and flexibility | advantages of personal selling |
