Promotion
Persuasive Communication
Product Promotion
Used to convince prospects to select its products or services instead of a competitors' brands
Institutional Promotion
Used to create a favorable image for the business, help it advocate for change, or take a stand on trade or community issues
Promotional Mix
Combination of strategies and cost-effective allocation of resources
Advertising
Form of non personal promotion
Direct Marketing
Type of advertising directed to a group of prospects and customers rather than to a mass audience
Social Media
Electronic media that allows people with similar interests to participate in a social network.
Sales Promotion
Represents all marketing activities that are used to stimulate purchasing and sales
Public Relations
Enable an organization to influence a target audience
News Release
Announcement sent to the appropriate media outlet
Publicity
Involves bringing news or newsworthy information about the organization to the public's attention
Push Policy
Used only with the next partner in the distribution channel
Pull Policy
Directs promotion towards consumers
Sales Promotions
Incentives that encourage customers to buy products or services
Trade Promotion
Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers
Consumer Promotions
sales strategies that encourage customers to buy a product or service
Coupons
Certificates that entitle customers to cash discount on goods or services
Premiums
Low-cost items given to consumers at a discount for free
Incentives
Used to promote many products because they create customer excitement and increase sales
Promotional Tie-Ins
Involves sales promotional arrangements between one or more retails or manufacturers
Loyalty Marketing Programs
reward companies for patronizing a company
Kiosk
Typically four feet high, have pedestal- mounted high tech screens, and take up less that two square of feet of store space