BUS 100 - CH 16
Terms
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- promotion
- an effort by marketers to inform people in the target market about products
- promotion mix
- the combination of promotional tools an organization uses
- integrated marketing communication (IMC)
- a technique that combines all the promotional tools into one unified strategy
- advertising
- paid, nonpersonal communication, through various media
- product placement
- putting products into TV shows where they will be seen
- infomercial
- a full-length TV program devoted exclusively to promoting goods or services
- interactive promotion
- promotion process in which buyers and sellers work together
- personal selling
- face-to-face presentation and promotion of goods
- trial close
- a step in the selling process that consists of a question or statement that moves the process to the actual close
- public relations
- management function that evaluates public attitudes and changes policies in response to the public's requests
- publicity
- info that is distributed to the public through the media that is not paid for by the seller
- sales promotion
- the promotional tool that stimulates consumer purchasing by means of short-term activities
- sampling
- promotional tool in which a company lets consumers have a small sample of a product for no charge
- word-of-mouth promotion
- promotional tool that involves people telling others about products they've purchased
- viral marketing
- a term used to describe everything form paying people to say positive things about a product on the internet to setting up multilevel schemes where consumers get commission for directing friends to specific websites
- blog
- an online diary that looks like a web page but is easier to create and edit
- podcasting
- a means of distributing audio and video programs via the internet that lets user subscribe
- push strategy
- strategy in which the producer uses advertising, personal selling, etc. to convince retailers to sell their product
- pull strategy
- strategy in which heavy advertising and sales promotion efforts are directed toward consumers to that they'll request the products from retailers