4.5c - Promotion Flashcards
any form of paid-for promotion through the mass media to reach a broad audience
above the line (ATL)
informative and/or persuasive promotion that is usually paid for. the aim is to raise the level of demand for product
advertising
huge volume of advertisements that the public is bombarded with
advertising clutter
no paid-for mass media sources, like free samples, discount vouchers, and added value promotions
below the line (BTL) promotion
reward systems used to encourage customers to make repurchases, such as the use of price discounts for members
customer loyalty schemes
postal correspondence for promoting an organization’s goods/services
direct mail
promotional activities that aim to sell a product straight to a customers rather than using an intermediary
direct marketing
unplanned or unintentional purchases due to the lure of eye-catching point of sale promotions
impulse buying
alerting the market about a firm’s products, especially new or updated goods/services
informative promotion
presenting products in an advantageous way in order to improve sales
packaging
promotional techniques that rely on sales representatives directly helping and persuading customers to buy, usually on a face-to-face basis
personal selling
aims to convince/encourage customers to make a purchase or switch from tivcal products
persuasive promotion
promotion of goods in retail stores at the place where customers can purchase the goods
point of sale
component of the marketing mix, referring to the methods used to inform, persuade, and/or remind ppl
promotion
marketing activities aimed at establishing and protecting the desired image of an organization
public relations
techniques used to retain customer awareness of and interest in an established product
reminder promotion
short-term incentives designed to stimulate interest in a product, such as the use of discount coupons and price draws
sales promotions
marketing practice of gaining Internet traffic through social media platform such as Facebook, Twitter, etc
social media marketing (SMM)
online platform used to build social relationships between people
social networking
promotional technique that involves funding supporting or donating resources for an event or business venture in return for prominent publicity
sponsorship
form of direct marketing that involves marketers making telephone called to customers
telemarketing
promotional strategies that involves both above and below the line methods, enabling customers to engage with the product/brand
through the line promotion (TTL)
promotional events where firms exhibit and showcase their products for sale
trade shows
the spreading of promotional information from one person to another through verbal communications
word-of-mouth (WOM) promotion
