Ch.9 Promotion Flashcards
Decisions about advertising, personal selling, sales promotion, and publicity used to attract potential customers.
Promotion
A promotion method businesses use to convince consumers to select its products or services.
Product Promotion
A promotion method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues.
Institutional Promotion
A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets.
Advertising
A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.
Direct Marketing
All marketing activities-other than personal selling advertising, and public relations- that are used to stimulate purchasing and sales.
Sales Promotion
Activities that help an organization influence a target audience
Public Relations
An announcement that is sent by a business or organization to media outlets.
News Release
A tactic that public relations professionals use to bring information about an organization to the public’s attention.
Publicity
A combination of strategies and a cost effective allocation of resources.
Promotional Mix
A manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products.
Push Policy
A process that directs promotion towards consumers.
Pull Policy
All marketing activities (other than personal selling, advertising, and public relations) that are used to stimulate purchasing ad sales.
Sales Promotion
Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.
Trade Promotions
Sales strategies that encourage customers and prospects to buy a product or service.
Consumer Promotion
