20. Glossary Flashcards
Promotion
Definition
The use of advertising, sales promotion, personal selling to inform consumers and persuade them buy
Advertising
Definition
paid-for communication to inform and persuade consumers, using media such as TV, newspapers and cinema.
Direct promotion
Definition
a range of promotional activities aimed directly at target customers. It is also known as direct marketing.
Sales promotion
Definition
incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers.
Promotion mix
Definition
the combination of promotional techniques that a firm uses to sell a product.
Digital promotion
Definition
promotion of products using digital technologies, mainly on the internet but also including mobile (cell) phones.
E-commerce
Definition
buying and selling of goods and services by businesses and consumers through an electronic medium.
Channel of distribution
Definition
the chain of intermediaries a product passes through from producer to final consumer.
Definition
Online marketing
selling and marketing activities that use the internet, email and mobile communications to encourage direct sales via electronic commerce.
Digital distribution
Definition
the delivery or distribution of digital media content such as audio, video, TV programmes, films, software and video games.
Physical distribution
Definition
the activities that combine to achieve the efficient movement of finished products from the end of the production operation to the consumer.
