-
Promotion
communication about an organization and its products that is intended to inform, persuade, or remind target-market members
-
Integrated Marketing Communications
Coordination of promotion efforts to ensure their maximal informational and persuasive impact on customers.
-
Advertising
A paid non personal message communicated to a select audience through a mss medium
-
Sales Promotion
The use of activities or materials as direct inducements to customers or salespersons
-
Public Relations
communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external
-
Primary-Demand Advertising
Advertising aimed at increasing the demand for all brands of a product within a specific industry
-
Selective-Demand Advertising
Advertising that is used to sell a particular brand of product
-
Institutional Advertising
Advertising designed to enhance a firm's image or reputation
-
Out-of-Home advertising
Short promotional messages on billboards, posters, signs, and transportation vehicles
-
Informercial
A program-Length televised commercial message resembling an entertainment or consumer affairs program
-
Advertising Agency
An independent firm that plans, produces and places advertising for its clients
-
Order-Getter/Order-Taker
Order-Getter- a salesperson who is responsible for selling a firm's products to new customers and increasing sales to present customers
Order-Taker- A salesperson who handles repeat sales in ways that maintain positive relationships with customers
-
Creative Selling
Selling products to new customers and increasing sales to present customers
-
Missionary Salesperson
A salesperson -Generally employed by manufacturer visit retailers to persuade them to buy the manufacturer's products
-
Trade Salesperson
A salesperson who assists customers in promoting products, especially in retail stores
-
Technical Salesperson
A salesperson who assists a company's current customers in technical matters
-
Sales Promotion
Activities or materials that are direct inducements to customers or salespersons.
-
Rebate/Coupon/Sample/Premium
Rebate- a return of part of the product's purchase price
Coupon- an offer reduces the retail price of a particular item by stated amount at the time of purchase
Sample- A free product given to customers to encourage trail and purchase
Premium- a gift that a producer offers to a customer
-
Frequent-User Incentive
Reward frequent clients
-
Point-of-Purchase Display
Promotional material placed within a retail store
-
Cooperative Advertising
An arrangement whereby a manufacturer agrees to pay a certain amount of a retailer's media cost for advertising the manufacturer's product
-
Publicity
Communication in news story form about an organization, its products, or both
-
Promotional Campaign
A plan for combing and using the four promotional methods- advertising, personal selling, sales promotion, and publicity- in a particular promotion mix to achieve one or more marketing goals
-
Positioning
The development of a product image in buyers' minds relative to the images they have of competing products
|
|