Term
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Definition
| any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor |
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Term
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Definition
a specific communication TASK to be accomplished with a specific TARGET audience during a specific period of TIME
(Task>>>Target>>>Time) |
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Term
| message execution (see pg. 462 for STYLES) |
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Definition
| Slice of life, Lifestyle, Fantasy, Mood or Image, Musical, Personality symbol, Technical expertise, Scientific evidence, Testimonial evidence or endorsement |
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Term
| majors types of media types (pg. 464) |
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Definition
know advantages and limitations of each.
newspapers, television, direct mail, radio, magazines, outdoor, internet |
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Term
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Definition
| a marketing services firm that assists companies in planning, preparing, implementing, and evaluating or all portions of their advertising programs |
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Term
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Definition
| short-term incentives to encourage the purchase or sale of a product or service |
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Term
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Definition
| a small amount of a product offered to customers for trial |
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Term
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Definition
| certificate that gives buyers a saving when they purchase a specified product |
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Term
| cash refund offer (rebate) |
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Definition
| offer to refund part of the purchase price of a product to consumers who send a "proof of purchase" to the manufacturer |
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Term
| price pack (cents-off deal) |
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Definition
| reduced price that is marked by the producer directly on a label or package |
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Term
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Definition
| good offered either free or at low cost as an incentive to buy a product |
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Term
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Definition
| useful article imprinted with an advertiser's name, given as a gift to consumers |
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Term
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Definition
| cash or other award for the regular use of a certain company's products or services |
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Term
| point-of-purchase (POP) promotion |
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Definition
| display and demonstration that takes place at the point of purchase or sale |
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Term
| contests, sweepstakes, games |
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Definition
| promotional events that give consumers the chance to win something-such as cash, trips, or goods-by luck or through extra effort |
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Term
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Definition
| a straight reduction in price on purchases during a stated period of time |
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Term
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Definition
| promotional money paid by manufactures to retailers in return for an agreement to feature the manufacturer's products in some way |
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Term
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Definition
| building good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events |
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Term
| 6 functions of public relations (see pg. 475) |
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Definition
| press relations, product publicity, public affairs, lobbying, investor relations, development |
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