Exam - Unit 2 (ch. 17, 19, 20) Flashcards
Product Promotion
businesses convince buyers to buy their product instead of the competition
selling vs reputation
Institutional Promotion
public relation (i.e. website, community involvement) reputation vs selling
Promotional Mix
cost effective combination of strategies used by companies to promote their products
Advertising
non-personal promotion in which companies pay to promote ideas, goods, or services
Direct Marketing
promotion used to address individuals directly
not through third party medium (i.e. billboards)
Social Media
electronic media that allows people with similar interests to interact
Sales Promotion
marketing activities directed at customers
Trade Promotion
sales promotions that directed to manufactures, wholesalers, and retailers
Consumer Promotion
promotions that encourage customer to buy products or services
Premium
giveaways of a low cost item for free or at a discount
Incentive
high priced items given away through contests or special offers
Media
agencies, means or instruments used to convey advertising to public
i.e. newspapers, radio
Media Planning
deciding what should be displayed when(time) and where(place)
Frequency
the number times a single person is exposed to an advertisement
Impression
a single exposure to an advertisement
