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9 Cards in this Set

  • Front
  • Back
• Promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
• Promotion strategy:
a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion
• Competitive advantage
one or more unique aspects of an organization that cause target consumers to patronize that firm rather than competitors.
• Promotional mix
the combination of promotional tools- including advertising, public relations, personal selling, and sales promotion – used to reach the target market and fulfill the organization’s overall goals.
• Advertising
impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
• Public relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
• Publicity
public information about a company, good, or service appearing in the mass media as a news item.
• Sales promotion
marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness.
• Personal selling
a purchase situation in which two people communicate in an attempt to influence each other.