Paid, nonpersonal communication
through various media by business firms, nonprofit organizations,and
individuals who are identified in the advertising message and hope to inform or
persuade members of a particular audience.
Developing a marketing strategy
aimed at a particular market segment and designed to achieve a desired position
in the prospective buyer's mind.
Nonpersonal selling of a good or
service.
Promoting a concept, an idea, a
philosophy, or the goodwill of an industry, company, organization, place,
person, or government agency.
Promotion that seeks to announce
the availability of and develop initial demand for a good, service,
organization, person, place, idea, or cause.
Competitive promotion that seeks
to develop demand for a good, service, organization, person, place, idea, or
cause.
Promotion that seeks to
reinforce previous promotional activity by keeping the name of the good,
service, organization, person,place, idea, or cause in front of the public.
Paid public communication or
message that presents information on a point of view bearing on a publicly
recognized, controversial issue.
Time and sequencing of
advertisements.
Marketing specialist firm used
to assist advertisers in planning and implementing advertising programs.
Nonpersonal&-selling
efforts that make direct or indirect promotional comparisons with competitive
brands.
Nonpersonal selling by stores
that offer goods or services directly to the consuming public.
Sharing of advertising costs
between the retailer and the manufacturer of the good or service.
Assessment of an advertisement's
effectiveness before it is actually used.
Assessment of an advertisement's
effectiveness after it has been used.
Marketing activities other than
personal selling, advertising, and publicity that stimulate consumer purchasing
and dealer effectiveness; includes displays, trade shows, coupons, premiums,
contests, product demonstrations, and various noncurrent selling efforts.
Displays and other promotions
located near the site of the actual buying decision.
Sales promotion technique that
involves the use of articles such as key rings, calendars, and ballpoint pens
that bear the advertiser's name, address, and advertising message.
Firm's communications and
relationships with its various publics.
Stimulation of demand for a
good, service, place, idea, person, or organization by disseminating
commercially significant news or obtaining favorable media presentation not
paid for by the sponsor.
