| Term | Definition |
|---|
| image | Beliefs, ideas, and impressions that people have about a business. |
| preselling | Influencing potential customers to buy before contact is actually made. |
| campaign | A series of related promotional activities with a similar theme. |
| promotional mix | The combination of promotional media used to reach a target market within the promotional buget. |
| advertising | Paid presentaionof ideas, goods, or series directed toward a mass audience by an identified sponser. |
| specialty items | Giveawayssuch as pens and T-shirts that have a business name or logo. |
| publicity | The placementof ewsworthy items about a company or product in the media. |
| news releases | Brief, newsworthy stroies that are sent to the media. |
| public relations | Activites designed to create goodwill toward a business. |
| premium | Something of value that a customer recieves in addition to the good or services purchased. |
| rebates | Return part of the purchase price as an incentive for customers to purchase a product. |
| sweepstakes | Games used by businesses to get customers thinking and talking about what the company has to offer. |
| industry average | The standard used to compare costs. |
| cooperative advertising | An arrangement whereby the suppliers or manufactuers of goods that a business sells agree to share that business's advertising costs. |
| advertising agencies | Companies that can handle all phases of advertising. |
| consumer pretests | Procedure in which a panel of consumers evaluates an ad before it runs. |
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