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Kotler, Armstrong, Principles of Marketing 11th ed, Ch 15 vocab

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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  


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