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Marketing Promotion

Marketing Essentials Promotion

TermDefinition
Promotion any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image.
Promotional Mix the combination of the different types of promotion a business or organizations uses to promote its products
Product Promotion used to convince potential customer to buy their products instead of buying from a competitor
Institutional Promotion used by a business to create a favorable image for itself, as opposed to promoting a product or service
Five basic categories of the Promotional Mix Personal Selling, Advertising, Direct Marketing, Sales, Promotion, and Public Relations
Personal Selling requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers. It is one of the costliest forms of promotion.
Advertising a form of non-personal promotion. Companies pay to promote ideas, goods, or services in a variety of media outlets.
Direct Marketing type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.
Sales Promotion used to stimulate purchasing and sales. The objectives are to increase sales, inform potential customers about new products, and create a positive business or corporate image.
Public Relations activities enable an organization to influence a target audience. Often, public relations campaigns try to create a favorable image for a company, its products, or its policies.
Push Policy Promotional mix developed for the next partner in the distribution channel, to convince a retailer to stock the products being promoted.
Pull Policy Promotional mix developed to reach the consumer, creates consumer demand for a product to get the products into the retail stores.
Sales Promotion Incentives that encourage customers to buy products or services
Trade Promotions Designed to gain manufacturers, wholesalers, and retailers support for a product
Promotional Allowances a cash payment or discounts given by manufacturers to wholesalers or retailers for performing activities to encourage sales
Cooperative Advertising A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally
Slotting Allowances a cash premium paid for placing a product on a retailer’s shelves
Sales Force Promotions awards given to managers and employees who successfully meet or exceed a sales quota.
Trade Shows and Conventions The Consumer Electronics Show is held annually in Las Vegas. Check it out by clicking on the image.
Consumer Sales Promotions designed to encourage customers to buy a product
Coupons certificates that entitle customers to cash discounts on goods or services.
Premiums low cost items given to consumers at a discount or for free
Factory packs free gifts placed in product packages
Traffic builders pen, calendar, key chain given free for visiting or attending event
Coupon plans ongoing program offering a premium in exchange for labels, coupons or other tokens from one or more purchases.
Incentives generally higher priced products earned and given through contests, sweepstakes, and rebates.
Contests activities that require demonstration of a skill
Sweepstakes game of chance
Rebates discounts offered to customers who purchase
Product Samples are Free and usually only a trial size sample which can be distributed through mail, door-to-door, or at a retail or trade show.
Sponsorship company pays a fee for the right to promote itself and its products or services at or on a set location
Promotional Tie In creates an arrangement between one or more retailers or manufacturers to help cross promote a product.
Loyalty Marketing Program A Frequent buyer program that rewards customers for making multiple purchases
Point of purchase displays are displays designed primarily by manufacturers to hold and display their products. They are usually placed in high
Created by: MrHonig
Popular Marketing sets

 

 



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