Entrepreneurship - Chapter 12 Vocab
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Created by:
NeilKelty Plus on November 7, 2006
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16 terms
Terms | Definitions |
|---|---|
 image | the impression people have of your company |
| preselling | influencing potential customers to buy before contact is actually made |
| campaign | a series of related activities or a combination of the two |
| promotional mix | the combination of different promotional elements that a company uses to reach and influence its potential customers |
| advertising | in the paid non-personal presentation of ideas, goods , or services. |
| specialty item | a giveaway such as a pen, cap, or T-shirt printed with a business name or logo |
| publicity | placement in the media of newsworthy items about a company or product |
| news release | is a brief newsworthy story that is sent to the media |
| public relations | activities designed to create goodwill toward a business |
| premium | anything of value that a customers receives in addition to the good or service purchased |
| rebate | a return of part of the purchase price to the customer |
| sweepstakes | simple games of chance |
| industry average | the standard used to compare costs for promotional expenses |
| cooperative advertising | an arrangement in which advertising costs are divided between tow or more parties. |
| advertising agency | a company that acts as intermediary between a business and the media to communicate a message to that target market |
| customer pretest | a procedure in which a panel of consumers evaluate an ad before it runs |
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