Chapter 16 Flashcards
Traditional promotion mix
The combination of promotional tools that an organization uses, including: Advertising, personal selling, sales promotions and public relations and publicity.
Integrated Marketing Communication
A technique that combines the promotional tools into one comprehensive and unified promotional strategy. It is used to create a positive brand image, meet the needs of consumers.
Advertising
Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.
Online Ads
Attempts to get potential customers to visit a specific website to learn about a product or service or to make a purchase.
Product Placement
Putting products into TV shows and movies where they will be seen. The product or service actually becomes part of the plot or setting.
Informercials
A full-length TV or Radio program devoted exclusively to promoting goods or services.
Personal selling
The face-to-face presentation and promotion of goods and services by the professional representative of a firm.
Public relations
The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and then executes a program of action and information to earn public understanding and acceptance.
Publicity
Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller.
Sales Promotion
The promotional tool that stimulate both consumer purchasing and dealer interest by means of short-term activities.
Push Strategy
The producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.
Pull strategy
Heavy advertising and sales promotion efforts are directed entirely toward the consumers so that they will need to order and reorder from the producers.
Word-of-mouth promotions
People tell others about prducts they have purchased. Comments can be either positive or negative and these comments do sway the buying behavior of potential consumers.
