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8 Cards in this Set

  • Front
  • Back
Advertising
any paid form of nonpersonal communication about an organization, prodcut, service, or idea
Personal selling
two-way flow of communications between a buyer and a seller, often face to face encounter
Public Relations
form of communication management that seeks to influecen the feelings, opions, or beliefs held by customers, potential customers, stockholders, suppliers, employees, and other s about a company and its products or services
Sales Promotion
short-term offer designed to arouse interest in buying a product or service (coupons, rebates, samples, sweeptakes)
Direct Marketgin
Uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet (direct mail, catalogs)
Push Strategy
directing the promotional miz to channel members to gain their cooperation in ordering and stocking the product
Pull strategy
directing the promotion mix at ultimate consumers to encourage them to ask the retailer for a product (perscription drugs)
Promotion program
-Identifying target audience
-specifying promotion objectives
-setting the promotion budget
-Selecting the right promotional tools