Chapter 17

Promotion

persuasive communication.

Product Promotion

to convince prospects to select its products or services instead of a competitors brands.

Institutional promotion

Used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues.

Advertising

Form of nonpersonal promotion.

Direct marketing

Type of advertising directed to a targeted group of prospects and consumers rather than to a mass audience.

Sales promotion

Represents all marketing activities other than personal selling, advertising, and public relations that are used to stimulate purchasing and sales.

Public relations

Activities enable an organization to influence a target audience.

News release

Announcement that is sent to the appropriate media outlets.

Publicity

One tactic that public relations professionals use.

Promotional mix

A combination of strategies and a cost-effective allocation of resources.

Push policy

Manufacturer to retailer.

Pull policy

Manufacturer to you.

What is the difference between product and Institutional promotion?

Product: convinces people to select their products instead of the competitors.
Institution: presents a favorable image for the company to help sell

Describe the concept for promotional mix

They use this to promote their business and their product.

Why do businesses use sales promotions?

They use is as an award to give to dealers and employees who successfully meet or exceed a sales quota.

Trade vs consumer promotions

Trade: designed to get support for a products from manufactures and wholesalers.
Consumer: encourage Customers to buy a produc or service.

What are the purposes of promotional tie-ins?

They produce beneficial results.

List the 5 basic types of promotion

-personal selling
-advertising
-direct marketing
-sales promotion
-public relations

Purpose of public relations

Try to create a favorable image for the company, it's products, or the policies.

Explain the difference between contests,sweepstakes,and rebates

Contests: activities that require the participant demonstrate a skill.
Sweepstakes: games of chance.
Rebates: discounts offered by the manufacturer.

Concept of product placement

Consumer promotion that involves using a brand-name product Ina movie,tv show, sporting event, or even in a commercial for another product.

Trade promotions

Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.

Consumer promotions

Sales strategies that encourage customers and prospects to buy a product or service.

Coupons

Certificates that entitle customers to cash discounts on goods or services.

Premiums

Low-cost items given to consumers at a discount or for free.

Incentives

To promote many products because they create customer excitement and increase sales.

Promotional tie-ins

Involve sales promotional arrangements between one or more retailers or manufacturers.

10 consumer promotions

Coupons-certificate that gives you a discount.
Premiums- low cost item given to customers at a discount or free.
Deals- short term price reductions.
Incentives- wheel of fortune show
Product sample- a free trial sized of a product sent through the mail.
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