OSHS Business Ed. Chapter 16 Key Terms- BA
Terms
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- blog
- an online diary that looks like a web page but is easier to create and update by posting text, photos, or links to other sites
- viral marketing
- the term now used to describe everything from paying people to say positive things on the internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific web sites
- promotion
- an effort by marketers to inform and remind people in the target market about products, and to persuade them to participate in an exchange
- infomercial
- a full length TV program devoted exclusively to promoting goods or services
- push strategy
- the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise
- promotion mix
- the combination of promotional tools an organization uses
- public relations (PR)
- the management 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
- personal selling
- the face-to-face presentation and promotion of goods and services
- product placement
- paying to put products into TV shows and movies where they will be seen
- trial close
- consists of a question or statement that moves the selling process toward the actual close
- integrated marketing communication (IMC)
- 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 message
- sampling
- letting consumers have a small sample of the product for no charge
- podcasting
- a means of distributing audio and video programs via the internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose
- sales promotion
- the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities
- word-of-mouth promotion
- a promotional tool that involves people telling other people about products they've purchased
- pull strategy
- heavy advertising and sales promotion efforts are directed toward consumers so that they'll request the products from retailers