Promotion
decisions about advertising used to attract potential customers
Institutional Promotion
promotion method, used to create a favorable image for a business (it sells image not product)
Product Promotion
a method used to convince consumers to select its product or services
Advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Direct Marketing
type of advertising directed to a targeted group of prospects
Sales Promotion
represents all marketing activities--other than personal selling, advertising, & public relations--that are used to stimulate purchasing and sales
Public Relations
any activity designed to create a favorable image of a business, its products, or its policies
News Release
an announcement that is sent by a business or organization to media outlets
Publicity
free promotion generated by media coverage
Promotional Mix
combination of strategies and cost-effective allocation of resources to inform the public about the business
Push Policy
A manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products
Pull Policy
directs promotion towards consumers
Sales Promotions
activities designed to stimulate sales (B-B) (B-C)
Trade Promotions
activities to get support for a product from manufacturers, wholesalers, 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 customers at a discount for free
Incentives
a promotional item for buying a product
Promotional Tie-Ins
sales promotional arrangements between one or more retailers or manufacturers