Quizlet Entrepreneurship - Chapter 12 Vocab

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