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Promotion
the act of informing or reminding consumers about a specific product or brand
promotion mix
the combination of promotion methods that a firm uses to increase acceptance of its products
advertising
the nonpersonal sales presentation communicated through media or nonmedia forms to influence a large number of consumers
brand advertising
a nonpersonal sales presentations about a specific brand
comparative advertising
intended to persuade customers to purchase a specific product by demonstrating a brand's superiority by comparision with other competing brands
reminder advertising
intended to remind consumers of a product's existence
institutional advertising
a nonpersonal sales presentation about a specific institution's product
industry advertising
a nonpersonal sales presentation about a specific industry's product
infomercials
commercials that are televised separately rather than within a show
telemarketing
the use of the telephone for promoting and selling products
personal selling
a personal sales presentation used to influence one or more consumers
sales manager
an individual who manages a group of sales respresentatives
sales promotion
the set of activities that is intended to influence consumers
rebate
the potential refund by the manufacturer to the consumer
coupons
the promotional device used in newspapers, magazines, and ads to encourage the purchase of a product
sampling
offering free samples to encourage consumers to try a new brand or product
brand loyalty
the loyalty of consumers to a specific brand over time
premium
a gift or prize provided free to consumers who purchase a specific product
public relations
actions taken with the goal of creating or maintaining a favorable public image
news release
a brief written announcements about a firm provided by that firm to the media
press conference
an oral announcement about a firm provided by that firm to the media
pull strategy
firms direct their promotion directly at the target market, and consumers in turn request the product from wholesalers or producers
push strategy
producers direct their promotion of a product at wholesalers or retailers, who in turn promote it to consumers
promotion budget
the amount of funds that have been set aside to pay for all promotion methods over a specified period
Author
nyc1970
ID
247471
Card Set
BA 101
Description
Chapt 14 Promoting Products
Updated
2013-11-18T05:39:00Z
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