Marketing Essential: Chapter 17

Front 1

Promotion

Back 1

any form of communication a business or organization uses to inform, persuade, or remind people about its products

ex: ads, video announcements

Front 2

Promotional Mix

Back 2

a combination of the different types of promotion

ex: using posters AND video announcements AND lunchtime activities

Front 3

Product promotion

Back 3

used to convince potential customers to buy products instead of buying from a competitor

ex: major features & benefits vs competitor product
can include: where product is sold, ad product sales, answer customer questions & intro to new products

Front 4

Institutional promotion

Back 4

to create a favorable image for itself (NOT promoting a product or a service)

ex: McDonalds House Charity

Front 5

Personal selling

Back 5

requires individuals to make contact with potential buyers

ex: door to door salesmen

Front 6

Advertising

Back 6

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

ex: Speedo & Olympic Swimmers (?)

Front 7

Sales promotion

Back 7

all marketing activities other than personal selling, advertising, and public relations that are used to stimulate consumer purchasing and sales effectiveness

ex: short term incentive offered to encourage buying a good or service

purpose: to increase demand and stimulate sales
ex: coupons & limited time only

Front 8

Public relations

Back 8

any activity designed to create a favorable image toward a business, its products, or its policies

Front 9

Publicity

Back 9

a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media

A.K.A. getting the word out

Front 10

Push policy

Back 10

manufacturers promoting a product to large retailers;
used only with the next partner in the distribution channel

A.K.A. get product on shelves

Front 11

Pull policy

Back 11

Designed to create consumer interest

A.K.A. get consumers to ask for product

Front 12

slotting allowance

Back 12

cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves

Front 13

Sales incentives

Back 13

awards given to managers and employees who successfully meet or exceed a sales quota

ex: car salesman → sell 35 cars this month = top seller get 2 weeks paid vacation to Bahamas

Front 14

Premiums

Back 14

low-cost items given to consumers at a discount or for free, designed to increase sales by building product loyalty and attracting new customers

ex: buy Cetaphil lotion buy the bulk at Costco get an extra mini lotion

Front 15

Incentives

Back 15

higher-priced products earned and given through contests, sweepstakes, and rebates

Front 16

Promotional Tie-ins

Back 16

Involve sales promotional arrangements between one or more retailers or manufacturers

Front 17

Consumer advisory boards

Back 17

panels of consumers who make suggestions about products and businesses

Front 18

Consumer affairs specialists

Back 18

design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and products safety

ex: In n Out/McDonald putting up menus with calorie count on website

Front 19

Community relations

Back 19

the activities that a business uses to acquire or maintain the respect of the community.

ex: Disneyland and Anaheim

Front 20

News Release

Back 20

a pre written story about a company that is sent to the various media

Front 21

Press Kit

Back 21

a folder containing articles, news releases, feature stories, and photographs about a company, product, or person

Front 22

Press Conference

Back 22

a meeting which a business or organization invites media members to hear an announcement about a newsworthy event