Question | Answer |
Advertising | Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor |
Advertising objective | A specific communication task to be accomplished with a specific target audience during a specific period of time |
Advertising agency | A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs |
Sales promotion | Short-term incentives to encourage the purchase or sale of a product or service |
Sample | A small amount of a product offered to customers for trial |
Coupon | Certificate that gives buyers a saving when they purchase a specified product |
Cash refund offer (rebate) | Offer to refund part of the purchase price of a product to consumers who send a “proof of purchase” to the manufacturer |
Price pack (cents-off deal) | Reduced price that is marked by the producer directly on the label of package |
Premium | Good offered either free or at low cost as an incentive to buy a product |
Advertising specialty | Useful article imprinted with an advertiser’s name, given as a gift to consumers |
Patronage reward | cash or other award for the regular use of a certain company’s products or services |
Point-of-purchase (POP) promotion | Display and demonstration that takes place at the point of purchase or sale |
Contests, sweepstakes, games | Promotional events that give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort |
Discount | A straight reduction in price on purchases during a stated period of time |
Allowance | Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way |
Public relations | Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events |