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the impression people have of your company


influencing potential customers to buy before contact is actually made


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


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


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


anything of value that a customers receives in addition to the good or service purchased


a return of part of the purchase price to the customer


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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