Chapter 17
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Created by:
WHSDECA on April 13, 2010
Subjects:
Promotional Concepts & Strategies
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34 terms
Terms | Definitions |
|---|---|
 Promotion | any form of communication a business or organization uses to inform, persuade, or remind people about its products |
| promotional mix | combination of the different types of promotion |
| product promotion | used to convince potential customers to buy products instead of buying from a competitor |
| institutional promotion | used by a business to create a favorable image for itself, as opposed to promoting a product or service |
| personal selling | one of the largest forms of promotion that requires individuals to make contact with potential buyers, making it the most expensive form of promotion |
| advertising | any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor |
| sales promotion | represents all marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness |
| public relations | any activity designed to create a favorable image towards a business, its products, or its policies |
| publicity | public relation that involves placing positive and newsworthy information about a business, its products, or its policies in the media |
| push policy | used to promote a product to its larger retailer using a mix of personal selling, advertising, and buying discounts |
| pull policy | directs promotion towards customers |
| sales promotion | short-term incentive offered to encourage buying a good or service |
| trade promotions | sales promotion activities designed to gain manufacturers', wholesalers', and retailers' support for a product |
| slotting allowance | cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves |
| buying allowance | price discount given by manufacturers to wholesalers and retailers to encourage the purchace of a product |
| trade shows | aka conventions that are designed to reach wholesalers and retailers |
| sales incentives | awards given to managers and employees who successfully meet or exceed a sales quota |
| consumer sales promotions | sales promotion efforts designed to encourage customers to buy a product |
| premiums | low-cost items given to consumers at a discount or for free |
| sponsorship | involves the promotion of a company in association with a property |
| title sponsor | sponsor pays to have its name incorporated into the name of the sponsored property |
| incentives | higher-priced products earned and given through contests, sweepstakes, and rebates |
| product samples | free trial size of a product sent through the mail, distributed door-to-door, or given away at retail stores and trade shows |
| promotional tie-ins | involve sales promotional arrangements between one or more retailers or manufacturers and combine their resources to do a promotion that creates additional sales for each partner |
| product placement | where organizations can develop product recognition by making sure that it is featured in special events, on television, or in the movies |
| visual merchandising | refers to coordination of all physical elements in a place of business so that it projects the right image to its customers |
| displays | refer to the visual and artistic aspects of presenting a product |
| loyalty marketing programs | aka frequent buyer programs, reward customers for making multiple purchases |
| customer advisory boards | panels of consumers who make suggestions about products and businesses |
| sonsumer affairs specialists | design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and product safety |
| community relations | the activities that a business uses to acquire or maintain the respect of the community |
| new release | prewritten story about a company that is sent to the various media |
| press kit | a folder containing articles, news releases, feature stories, and photgraphs about a company, product, or person |
| press conference | meeting in which a business or organization invites media members to hear an announcement about a newsworthy event |
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