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Ch17: Marketing

Chapter 17: Promotional Concepts & Strategies

QuestionAnswer
persuasive communication promotion
convincing prospects to select products or services over a competitor's brand product promotion
creating a favorable image for a business, helping advocate for change, or taking a stand in the community institutional promotion
form of nonpersonal promotion advertising
type of advertising directed to a targeted group of prospects direct marketing
represents all marketing activities--other than personal selling, advertising, & public relations--that are used to stimulate purchasing and sales sales promotion
activities that enable an organization to influence a target audience public relations
an announcement sent to the media news release
involves bringing news or newsworthy info about the organization to the public's attention publicity
combination of strategies and cost-effective allocation of resources to inform the public about the business promotional mix
mainly promotes the product ONLY to the next person in the distribution channel push policy
mainly directs promotion to consumers to create customer interest pull policy
sales promotion activities to get support for a product from manufacturers, wholesalers, retailers trade promotions
sales strategies that encourage customers and prospects to buy consumer promotions
certificates that entitle customers to cash discounts on goods or services coupons
low-cost items given to customers at a discount or free premiums
higher-priced items are earned and given away through contests, sweepstakes, and rebates incentives
cross-promotional & cross-selling campaigns that involve promo arrangements between more than one retailer or manufacturer promotional tie-ins
by the way of via
the commercial activity of transporting and selling goods from a producer to a consumer distribution
Created by: kweenbee30 on 2012-02-15



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