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16 terms

Entrepreneurship - Chapter 12 Vocab

STUDY
PLAY
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