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Chapter 17
Promotional Concepts and Strategies
19
Marketing
11th Grade
11/09/2010

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Cards

Term

Promotion

Definition
is persuasive communication
Term
Product Promotion
Definition
To convince prospects to select its products or services instead of a competitors.
Term
Institutional Promotion
Definition
create a favorable image for business
Term
Advertising
Definition
A form of non personal promotion and one way of communication
Term
Direct Marketing
Definition
Is a type of advertising directed to a targeted group of prospects rather than to a mass audience.
Term
Sales Promotion
Definition
Represents all marketing activities-other than personal selling, advertising, and public relations that are used to stimulate purchasing and sales.
Term
Public relations
Definition
Activities try to create a favorable image for a company, its products or its policies.
Term
News release
Definition
Is an annoucement taht is sent to the media outlets.
Term
Publicity
Definition
involves bringing new or newsworthy info about an organization to the publics attention
Term

Promotional mix

Definition
Is a combination of strategies and a cost-effective allocation of resources a company uses to reach its promotional goals.
Term
Push Policy
Definition
Promotion pushes the product to the retailer.
Term
Pull Policy
Definition
creates consumers interest and demand
Term
Sales Promotions
Definition
Are incentives that encourage customers to buy products or services
Term
Trade Promotions
Definition
Are sales promotion activities designed to get support for a product
Term
Consumer Promotions
Definition
Sales strategies that encourage customers and prospects to buy a product or service
Term
Coupons
Definition
Certificates that entitle customers to cash discounts on goods or services.
Term
Premiums
Definition
Are low-cost items given to consumers at a discount or for free
Term
Incentives
Definition
Are higher-priced products earned and given away
Term
Promotional tie-ins
Definition
Products placement is a consumer promotion that involves using a brand-name product in a movie, TV show, sporting event, or in a commercial
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