Chapter 15 Flashcards
public relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
publicity
public info about a company, product service or issue appearing in the mass media as a news item
product placement
a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the internet or at special events
sponsorship
a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
cause related marketing
a type of sponsorship involving the association of a for profit company and a nonprofit organization; through the sponsorship, the company’s product or services is promoted, and money is raised for the nonprofit
crisis management
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
sales promotion
marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness
consumer sales promotion
sales promotion activities targeting the ultimate consumer
trade sales promotion
sales promotion activities targeting a channel member, such as a wholesaler or retailer
coupon
a certificate that entitles consumers to an immediate price reduction when they buy the product
rebate
a cash refund given for the purchase of a product during a specific period
premium
an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
loyalty marketing program
a promotional program designed to build long term, mutually beneficial relationships between a company and its key customers
frequent buyer program
a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service
sampling
a promotional program that allows the consumer the opportunity to try a product or service for free