Ch 17
Ch 17 vocab review
Terms
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- Push policy
- A manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers that sell its products
- Product Promotion
- A promotion method businesses use to convince consumers to select its products or services
- Consumer Promotions
- Sales strategies that encourage customers to by a product.
- Advertising
- A form of non personal promotion in which companies pay to promote ideas, goods, or services
- Direct Marketing
- A type of advertising directed to a targeted group of prospects, instead of a mass market
- Public Relations
- Activities that help and orginization influence a target audience
- Publicity
- A tactic that public relations professionals use to bring information about an orginization to the publics attention
- Premiums
- Low-cost items given to a consumer at a discount or free
- Trade Promotions
- Sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers
- Promotional Tie-ins
- Arrangements between two retailers
- Incentives
- Products earned or given away, sweepstakes, contest
- Coupons
- Certificates that give a discount on goods or services
- Promotion
- something devised to publicize or advertise a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance.
- Pull Policy
- A process that directs promotion towards consumers
- Institutional Promotion
- A promotion method used to create a favoable image for a business
- News Release
- An announcement that is sent by business or orginization to media outlets.
- Sales Promotion
- all marketing activities other than personal selling, advertising, and public relations
- Promotional Mix
- A combination of strategies and cost effective alloctaion of resources