4.5 Promotion Flashcards

1
Q

ATL promotion

A

It is any form of paid-for promotion through the mass media.

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2
Q

Advertising

A

It is a method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising is to raise the level of demand for a firm´s product.

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3
Q

Advertising clutter

A

It refers to the huge volume of advertisements that the public is bombarded with.

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4
Q

BTL promotion

A

It does not use paid-for mass media sources.

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5
Q

Direct marketing

A

It refers to the promotional activities that aim to sell a product straight to a customer rather than by using an intermediary.

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6
Q

Guerrilla marketing

A

It is a promotional strategy that aims to ambush or catch attention of customers through unusual innovative, unconventional and/or shocking techniques, on a relative low budget.

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7
Q

Logos

A

They are a form of product differentiation that use a visual symbol to represent a business, its brand or its product.

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8
Q

Promotion

A

It is a component of the marketing mix, it refers to the methods used to inform, persuade, and/or remind people about a firm´s products or brands.

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9
Q

Promotional mix

A

It refers to the combination of individual ATL and BTL promotional methods used by a business, such as advertising, direct marketing, packaging and sales promotion.

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10
Q

Public Relations

A

It refers to business activities aimed at establishing and protecting the desired image of an organization. PR is concerned with getting good media coverage, usually without directly paying for it.

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11
Q

Publicity

A

It is the process of promoting incentives designed to stimulate demand of a business and its products by getting positive media exposure without directly paying for it.

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12
Q

Sales promotion

A

It is a short-term incentives designed to stimulate demand for a product.

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13
Q

Social media

A

It refers to the marketing practice of gaining Internet traffic through social media websites.

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14
Q

Social networking

A

It refers to any platform used mainly by individuals to build social relationships between people.

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15
Q

Slogans

A

They are catchphrases designed to represent the essence of a business or its products using a memorable set of words.

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16
Q

Sponsorship

A

It is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.

17
Q

Viral marketing

A

It is a promotional strategy that combines online techniques with word of mouth techniques. It is usually done through the Internet via emails and social networks.

18
Q

Word of Mouth

A

It is the spreading of marketing messages about a firm and the quality of its products or its customers services.