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Promotion Unit 9
Term | Definition |
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Advertising | Persuasive messages purchased to inform, persuade and remind a target market about products, services, organizations, or ideas. |
Advertising Agencies | An organization that provides a variety of advertising related services to clients, specifically advertising campaigns. |
Advertising Campaign | A group of advertisements, commercials, and related promotional materials and activities that are designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client. |
Audience | The number and/or characteristics of the persons or households who are exposed to a particular type of advertising media or media vehicle. |
Cost per Thousand (CPM) | A method of comparing the cost effectiveness of two or more alternative media vehicles. |
Coupons | A printed certificate entitling the bearer to a stated price reduction or special value on a specific product, generally for a specified period of time. |
Direct Marketing | form of advertising that allows businesses to communicate straight to the customer, using text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. |
Display | A special exhibit of a product at the point of sale, generally over and above standard shelf stocking. |
Frequency | The number of times a person, household, or member of a target market is exposed to a media vehicle or an advertiser's media schedule within a given period of time. |
Impression | One view or display of an ad. |
Incentives | An inducement (money, premiums, prizes) offered by sellers to reward or motivate consumers to purchase their products or services. |
Institutional Advertising | An advertising message or advertising campaign that has the primary purpose of promoting the name, image, personnel, or reputation of a company, organization, or industry. |
Media | The various mass media that can be employed to carry advertising messages to potential audiences or target markets for products, services, organizations, or ideas. |
Media Planning | Determination of advertising objectives, advertising strategies, and advertising tactics relating to the advertising media to be used by specific clients. |
News Release | a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy. |
Point-of-Purchase Displays | Promotional materials placed at the contact sales point designed to attract consumer interest or call attention to a special offer. |
Premiums | An item of value, other than the product itself, given as an additional incentive to influence the purchase of a product. |
Promotional Advertising | Advertising intended to inform prospective customers of special sales. It announces the arrival of new and seasonal goods, and it features, creates, and promotes a market for the merchandise items in regular stock. |
Promotional Mix | The various communication techniques such as advertising, personal selling, sales promotion, and public relations/product publicity available to a marketer that are combined to achieve specific goals. |
Publicity | The non-paid-for communication of information about the company or product, generally in some media form. |
Public Relations | Use of publicity and other non-paid forms of promotion to influence the feelings, opinions, or beliefs about the company, its products or services, or about the value of the product or services. |
Pull Policy | The communications and promotional activities by the marketer to persuade consumers to request specific products or brands from retail channel members |
Push Policy | The communications and promotional activities by the marketer to persuade wholesale and retail channel members to stock and promote specific products. |
Sales Promotion | The media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability. |
Specialty Advertising | The placement of advertising messages on a wide variety of items of interest to the target market such as calendars, coffee cups, pens, hats, note paper, paper weights, T-shirts, watches, etc. |