Communication
that is intended to inform, persuade, or remind an
organization's target markets of the organization or its
products.
The particular
combination of promotion methods that a firm uses in its
promotional campaign to reach a target market.
A paid,
nonpersonal message communicated to a select audience through a
mass medium.
Personal
communication aimed at informing customers and persuading them
to buy a firm's products.
The use of
activities or materials as direct inducements to customers or
salespersons.
A nonpersonal
message delivered in news&-story form through a mass
medium, free of charge.
Advertising
that is used to sell a particular brand of product.
Advertising
designed to enhance a firm's image or reputation.
Advertising
whose purpose is to increase the demand for all brands of a good
or service.
The various
forms of communication through which advertising reaches its
audience.
Advertising
whose cost is shared by a producer and one or more local
retailers.
Promotional
material that is mailed directly to individuals.
Short
promotional Messages on billboards, posters, and signs, and in
skywriting.
An independent
firm that plans, produces, and places advertising for its
clients.
A salesperson
who is responsible for selling the firm's products to new
customers and increasing sales to present customers.
Selling
products to new customers and increasing sales to present
customers.
A salesperson
who handles repeat sales in ways that maintain positive
relationships with customers.
Employees who
aid in selling but are more involved in locating prospects,
educating customers, building goodwill for the firm, and
providing follow&-up service.
A salesperson&-generally
employed by a manufacturer&-who visits retailers to
persuade them to buy the manufacturer's products.
A salesperson&-generally
employed by a food producer or processor&-who assists
customers in promoting products, especially in retail stores.
A salesperson
who assists the company's current customers in technical
matters.
A sales
promotion method designed to attract consumers to particular
retail stores and motivate them to purchase certain new or
established products.
A sales
promotion method designed to encourage wholesalers and retailers
to stock and actively promote a manufacturer's product.
A
return of part of the purchase price of a product.
A coupon that
reduces the retail price of a particular item by a stated amount
at the time of purchase.
A free package
or container of a product.
A gift that a
producer offers the customer in return for using its product.
Promotional
material that is placed within a retail store.
An industry
wide exhibit at which many sellers display their products.
All activities
whose objective is to create and maintain a favorable public
image.
A typed page
of generally fewer than 300 words provided by an organization to
the media as a form of publicity.
A piece (of up
to 3,000 words) prepared by an organization for inclusion in a
particular publication.
A picture
accompanied by a brief explanation.
A meeting at
which invited media personnel hear important news announcements
and receive supplementary textual materials and photographs.
A plan or
combining and using the four promotion methods advertising,
personal selling, sales promotion, and publicity&-in a
particular promotion mix to reach one or more marketing goals.
The
development of a product image in buyers' minds relative to the
images they have of competing products.
