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19 terms

Marketing Principles - 9

Summary of marketing principles chapter 9
STUDY
PLAY
Promotion
The marketing activities that make potential customers, partners and society aware of and attracted to the business's offerings
Cause-related marketing
Philanthropic activities tied to the purchase of a product
Integrated marketing communications (iMc)
The coordination of promotional efforts to maximize the communication effect
Pull policy
An approach in which a product is promoted to consumers to create demand upward through the marketing Distribution Channel
Push policy
An approach in which a product is promoted to the next organisation down the marketing distribution channel
Advertising
Paid promotion of a business, product or brand to a mass audience
Reach
The proportion of the target audience exposed to the advertisement at least once
Frequency
The number of times each target market member is exposed to the advertisement
Public relations
Promotional efforts designed to build and sustain good relations between an organisation and it's stakeholders
Publicity
Unpaid exposure in the media
Sales promotion
Short-term incentives to encourage purchase of a product by either resellers or consumers
Premium offers
Bonus products given for free or sold at a heavily discounted price when another producr is purchased
Loyalty programs
Schemes that reward customers based on the amount they spend
Ambush marketing
The presentation of marketing messages at an event that is sponsored by an unrelated business or a competitor
Product placement
The paid inclusion of products in movies, television shows, video games, songs and books.
Guerrilla Marketing
The use of an aggressive and unconventional marketing approach.
Viral Marketing
The use of social networks to spread a marketing message
Permission marketing
Marketing that aims to build an ongoing relationship with customers
Sponsorship
The paid association of a brand with an event or person