promotion unit 5 Flashcards
promotion
any form of communication used to persuade people to buy products and services
promotional mix
a combination of personal selling, publicity, sales promotion and advertising\
any combination of personal selling, publicity, sales promotion and advertising
reasons for promotion
generate sales, attract new customers, create a positive image
promotional mix advantages
personal selling, publicity, sales promotion, advertising
personal selling advantages
direct contact with the customer, skilled people can make lots of sales, two way communication answers the customers questions
publicity
a message sent to the market by the media (not the company)
public relations
activities designed to improve the comapany’s public image
publicity examples
news articles, reviews, social media, public appearances
examples of public relations
donations or local charities
sales promotions
a short term incentive to buy a product or service
advertising
a planned and paid message by the company
how is publicity different from advertising?
a company does not pay for the exposure it gets in the media
disadvantage of publicity
the company does not have control over it (could lead to negative outcomes)
how is public relations related to bad publicity?
bad publicity gives the company a bad image
role of media in public relations
magazines, newspapers, television, and radio provide outlets for public relations to function