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Promotion Unit 9

TermDefinition
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.
Created by: lupeM
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