Chapter 16- Promotions Flashcards
Integrated marketing communication (IMC)
combines all the promotion tools into one comprehensive, unified promotion strategy
Promotion mix
Combinations of promotional tools an organization uses
Advertising
Paid, nonpersonal communication through various media to identify organizations
Product placement
Putting products into TV shows and movies where they will be seen
Infomercial
A full-length TV program devoted exclusively to promoting goods or services
Interactive promotion
Buyers and sellers work together to create mutually beneficial exchange relationships
Personal selling
Face-to-face presentation and promotion of goods and services
Prospecting
Researching potential buyers and choosing those most likely to buy
Qualifying
Making sure that people have a need for the product, authority to buy, and willingness to listen to a sales message
Prospect
Person with the means to buy a product, authority to buy, and willingness to listen to a sales message
Trial close
Question or statement that moves the selling process towards the actual close
Public relations (PR)
Evaluate public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and Acceptance
Publicity
Any information about an individual, product, or organization thats distributed to the public through the media and that’s not paid for or controlled by the seller
Sales promotion
Stimulates consumer purchasing and dealer interest by means of short-term activities
Sampling
A company let’s consumers have a small sample of a product for no charge
Word-of-mouth promotion
Involves people telling other people about products they’ve purchased
Viral marketing
Everything from paying customers to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific sites
Blog
Online diary
Podcasting
Audio and video programs
Push strategy
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 toward consumers so that the request the products from retailers
Pick economy
Customers to pick out their products from online outlets or who do online comparison-shopping
