-
promotion mix
- The combination of
- promotional tools an
- organization uses.
-
integrated marketing
communication (IMC)
- A technique that combines all
- the promotional tools into one
- comprehensive, unified
- promotional strategy
-
advertising
- Paid, nonpersonal
- communication through various
- media by organizations and
- individuals who are in some
- way identified in the advertising
- message.
-
product placement
- Putting products into TV shows,
- movies, and other media where
- they will be seen.
-
infomercial
- A full-length TV program
- devoted exclusively to
- promoting goods or services.
-
interactive promotion
- Promotion process that allows
- marketers to go beyond a
- monologue, where sellers try to
- persuade buyers to buy things,
- to a dialogue in which buyers
- and sellers work together to
- create mutually beneficial
- exchange relationships.
-
personal selling
- The face-to-face presentation
- and promotion of goods and
- services.
-
prospecting
- Researching potential buyers
- and choosing those most likely
- to buy.
-
qualifying
- In the selling process, making
- sure that people have a need
- for the product, the authority to
- buy, and the willingness to
- listen to a sales message.
-
prospect
- A person with the means to
- buy a product, the authority to
- buy, and the willingness to
- listen to a sales message.
-
trial close
- A step in the selling process
- that consists of a question or
- statement that moves the
- selling process toward the
- actual close.
-
public relations (PR)
- The function that evaluates
- public attitudes, changes
- policies and procedures in
- response to the public's
- requests, and executes a
- program of action and
- information to earn public
- understanding and acceptance.
-
publicity
- Any information about an
- individual, product, or
- organization that's distributed
- to the public through the media
- and that's not paid for or
- controlled by the seller.
-
sales promotion
- The promotional tool that
- stimulates consumer
- purchasing and dealer interest
- by means of short-term
- activities.
-
Sampling
- A promotional tool in which a
- company lets consumers have
- a small sample of a product for
- no charge
-
word-of-mouth promotion
- A promotional tool that
- involves people telling other
- people about products they've
- purchased.
-
viral marketing
- Any strategy that encourages
- people to pass on a marketing
- message to others, creating
- exponential growth in the
- message's influence as the
- message reaches thousands,
- to millions.
-
podcasting
- A means of distributing
- multimedia digital files on the
- Internet for downloading to a
- portable media player.
-
push strategy
- Promotional strategy in which
- the producer uses advertising,
- personal selling, sales
- promotion, and all other
- promotional tools to convince
- wholesalers and retailers to
- stock and sell merchandise.
-
pull strategy
- Promotional strategy in which
- heavy advertising and sales
- promotion efforts are directed
- toward consumers so that
- they'll request the products
- from retailers.
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