Term
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Definition
| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response |
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Term
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Definition
a plan for the optimal use of the elements of promotion:
- advertising
- public relations
- sales promotion
- personal selling |
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Term
the promotional mix
ADVERTISING |
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Definition
impersonal, one-way mass communication about a product or organization that is paid for by a marketer
advantages
- reach large number of people
- low cost per contact
can be micro-targeted
disadvantages
- total cost is high
- national reach is expensive for small companies |
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Term
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Definition
| the marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance |
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Term
| the function of public relations |
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Definition
- maintain a positive image
- educate the public about the company's objectives
- introduce new products
- support the sales effort
- generate favorable publicity |
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Term
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Definition
| marketing activites-other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness |
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Term
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Definition
free samples and contests -> end consumers
premiums and trade shows -> company employees
vacation giveaways and coupons -> trade customers |
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Term
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Definition
| planned presentation to one or more prospective buyers for the purpose of making a sale |
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