Chapter 17: Promotional Concepts & Strategies
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| persuasive communication | promotion
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| convincing prospects to select products or services over a competitor's brand | product promotion
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| creating a favorable image for a business, helping advocate for change, or taking a stand in the community | institutional promotion
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| form of nonpersonal promotion | advertising
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| type of advertising directed to a targeted group of prospects | direct marketing
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| represents all marketing activities--other than personal selling, advertising, & public relations--that are used to stimulate purchasing and sales | sales promotion
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| activities that enable an organization to influence a target audience | public relations
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| an announcement sent to the media | news release
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| involves bringing news or newsworthy info about the organization to the public's attention | publicity
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| combination of strategies and cost-effective allocation of resources to inform the public about the business | promotional mix
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| mainly promotes the product ONLY to the next person in the distribution channel | push policy
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| mainly directs promotion to consumers to create customer interest | pull policy
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| sales promotion activities to get support for a product from manufacturers, wholesalers, retailers | trade promotions
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| sales strategies that encourage customers and prospects to buy | consumer promotions
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| certificates that entitle customers to cash discounts on goods or services | coupons
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| low-cost items given to customers at a discount or free | premiums
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| higher-priced items are earned and given away through contests, sweepstakes, and rebates | incentives
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| cross-promotional & cross-selling campaigns that involve promo arrangements between more than one retailer or manufacturer | promotional tie-ins
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| by the way of | via
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| the commercial activity of transporting and selling goods from a producer to a consumer | distribution
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Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
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To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
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