Kotler, Armstrong, Principles of Marketing 11th ed, Ch 15 vocab
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
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| Advertising | Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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| Advertising objective | A specific communication task to be accomplished with a specific target audience during a specific period of time
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| Advertising agency | A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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| Sales promotion | Short-term incentives to encourage the purchase or sale of a product or service
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| Sample | A small amount of a product offered to customers for trial
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| Coupon | Certificate that gives buyers a saving when they purchase a specified product
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| 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
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| Price pack (cents-off deal) | Reduced price that is marked by the producer directly on the label of package
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| Premium | Good offered either free or at low cost as an incentive to buy a product
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| Advertising specialty | Useful article imprinted with an advertiser’s name, given as a gift to consumers
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| Patronage reward | cash or other award for the regular use of a certain company’s products or services
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| Point-of-purchase (POP) promotion | Display and demonstration that takes place at the point of purchase or sale
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| 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
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| Discount | A straight reduction in price on purchases during a stated period of time
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| Allowance | Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way
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| 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
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