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22 Cards in this Set
- Front
- Back
Promotion
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any form of communication a business or organization uses to inform, persuade, or remind people about its products
ex: ads, video announcements |
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Promotional Mix
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a combination of the different types of promotion
ex: using posters AND video announcements AND lunchtime activities |
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Product promotion
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used to convince potential customers to buy products instead of buying from a competitor
ex: major features & benefits vs competitor product can include: where product is sold, ad product sales, answer customer questions & intro to new products |
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Institutional promotion
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to create a favorable image for itself (NOT promoting a product or a service)
ex: McDonalds House Charity |
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Personal selling
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requires individuals to make contact with potential buyers
ex: door to door salesmen |
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Advertising
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any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
ex: Speedo & Olympic Swimmers (?) |
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Sales promotion
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all marketing activities other than personal selling, advertising, and public relations that are used to stimulate consumer purchasing and sales effectiveness
ex: short term incentive offered to encourage buying a good or service purpose: to increase demand and stimulate sales ex: coupons & limited time only |
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Public relations
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any activity designed to create a favorable image toward a business, its products, or its policies
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Publicity
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a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media
A.K.A. getting the word out |
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Push policy
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manufacturers promoting a product to large retailers;
used only with the next partner in the distribution channel A.K.A. get product on shelves |
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Pull policy
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Designed to create consumer interest
A.K.A. get consumers to ask for product |
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slotting allowance
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cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves
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Sales incentives
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awards given to managers and employees who successfully meet or exceed a sales quota
ex: car salesman → sell 35 cars this month = top seller get 2 weeks paid vacation to Bahamas |
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Premiums
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low-cost items given to consumers at a discount or for free, designed to increase sales by building product loyalty and attracting new customers
ex: buy Cetaphil lotion buy the bulk at Costco get an extra mini lotion |
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Incentives
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higher-priced products earned and given through contests, sweepstakes, and rebates
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Promotional Tie-ins
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Involve sales promotional arrangements between one or more retailers or manufacturers
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Consumer advisory boards
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panels of consumers who make suggestions about products and businesses
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Consumer affairs specialists
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design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and products safety
ex: In n Out/McDonald putting up menus with calorie count on website |
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Community relations
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the activities that a business uses to acquire or maintain the respect of the community.
ex: Disneyland and Anaheim |
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News Release
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a pre written story about a company that is sent to the various media
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Press Kit
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a folder containing articles, news releases, feature stories, and photographs about a company, product, or person
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Press Conference
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a meeting which a business or organization invites media members to hear an announcement about a newsworthy event
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