Term
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Definition
externally generated
short term strategy
provide outlet for an organizations PR efforts |
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Term
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Definition
internally generated
on-going long term strategy |
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Term
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Definition
no direct costs
may be precieved as more credible |
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Term
| disadvantages of publicity |
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Definition
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Term
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Definition
publicity can be very valuable as a supplement to the organizations other promotional efforts
good publicity requires effort
orgs need to have a plan for responding to negative publicity |
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Term
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Definition
| short term incentives motivates customer or members of distribution channel to purchase the product immediately either through lowering price or adding value |
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Term
| Characteristics of sales promotion |
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Definition
1) usually non recurring
2) non-personal
3) may command a large part of an organizations budget
4) can be directed at channel members or ultimate consumers
5) often very effective from moving consumers from desire to action |
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Term
| common types of sales promotion |
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Definition
coupons
free samples
contests or sweepstakes
point of purchase displays
rebates
premiums and incentives
event sponsorship |
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Term
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Definition
any form or impersonal paid communication in which the sponsor is identified
is a popular form of promotion especially for consumer packaged goods |
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Term
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Definition
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Term
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Definition
types of media where receiver must actually work to get the message
newspaper, magazine, internet |
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Term
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Definition
receiver is passive and still gets the message
tv, radio, billboards |
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Term
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Definition
low cost
short lead and short life |
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Term
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Definition
moderately priced
long lead long life |
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Term
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Definition
exposure simultaneous to other activities
moderate opportunity for selectivity
consumption declining |
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Term
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Definition
exposure simultaneous to other activities
expensive
selectivity based on programming |
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Term
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Definition
billboards, banners etc
limited message
inexpensive
difficult to target audience |
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Term
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Definition
maximum selectivity
expensive |
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Term
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Definition
1) changing lifestyles
2) technology changes
3) media fragmentation
4) consumer attitudes |
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Term
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Definition
| branded products placed in story |
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Term
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Definition
| branded products become integral part of story |
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Term
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Definition
| consumers pull product into supply chain |
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Term
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Definition
| increases demand by focusing on wholesalers and sales people |
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Term
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Definition
| constant stream of advertising year round |
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Term
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Definition
| spurts of heavy advertising |
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Term
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Definition
combination of flighting and continuous
has peaks but retains base level |
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