COMM180 - Chapter 16
Terms
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- product placement
- putting products in TV shows and movies where they will be seen.
- blog
- an online diary that looks like a web page but is easier to create and update by posting text, photos, or links to other sites.
- personal selling
- the face-to-face presentation and promotion of goods and services.
- viral marketing
- the term now used to describe everything from paying people to say positive things on the internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific web sites.
- sales promotion
- the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
- pull strategy
- promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they'll request the products from retailers.
- push strategy
- promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.
- trial close
- a step in the selling process that consists of a question or statement that moves the selling process toward the actual close.
- advertising
- paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.
- public relations (PR)
- the management function that evaluates public attitudes, changes policies and procedures in responcse to the public's requests, and executes a program of action and information to earn public understanding and acceptance.
- podcasting
- a means of distributing audio and video programs via the internet that let users subscribe to feeds.
- sampling
- a promotional tool in which a company lets consumers have a small sample of product for no charge.
- integrated marketing communication (IMC)
- a technique that combines all the promotional tools into one comprehensive, unified promotional strategy.
- publicity
- any information about an individual, product, or organization that's distributed to the public through the media and that's not paid for or controlled by the seller.
- word-of-mouth promotion
- a promotional tool that involves people telling other people about products they've purchased.
- infomercial
- a full-length TV program devoted exclusively to promoting goods or services.
- promotion
- an effort by marketers to inform and remind people in the target arket about products and to persuade them to participate in an exhcnage.
- promotion mix
- the combination of promotional tools an organization uses.