Entrepreneurship - Chapter 12 Vocab

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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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