Entrepreneurship - Chapter 12 Vocab
Terms
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- image
- the impression people have of your company
- campaign
- a series of related activities or a combination of the two
- promotional mix
- the combination of different promotional elements that a company uses to reach and influence its potential customers
- advertising
- in the paid non-personal presentation of ideas, goods , or services.
- specialty item
- a giveaway such as a pen, cap, or T-shirt printed with a business name or logo
- publicity
- placement in the media of newsworthy items about a company or product
- news release
- is a brief newsworthy story that is sent to the media
- public relations
- activities designed to create goodwill toward a business
- premium
- anything of value that a customers receives in addition to the good or service purchased
- rebate
- a return of part of the purchase price to the customer
- sweepstakes
- simple games of chance
- industry average
- the standard used to compare costs for promotional expenses
- cooperative advertising
- an arrangement in which advertising costs are divided between tow or more parties.
- advertising agency
- a company that acts as intermediary between a business and the media to communicate a message to that target market
- customer pretest
- a procedure in which a panel of consumers evaluate an ad before it runs