Small Business Ch 10

Front 1

Bleed page:

Back 1

A page on which the advertisement is printed to the edge of the page leaving no border.

Front 2

Broadcast media:

Back 2

Agencies or instruments such as radio and television that use verbal communication to share a message with the public.

Front 3

Buying allowance:

Back 3

Price discount given by a manufacturer to increase the desire of a wholesaler or retailer to purchase the product.

Front 4

CPM (cost per thousand):

Back 4

The media cost of exposing 1,000 readers to an ad.

Front 5

Extensive coverage:

Back 5

Reaching a larger audience.

Front 6

Frequency:

Back 6

The average number of times a person in the target audience is exposed to a promotional message.

Front 7

Incentives:

Back 7

Products earned through contests, sweepstakes, and rebates.

Front 8

Institutional advertising:

Back 8

Advertising designed to create a favorable image and goodwill for a business or organization.

Front 9

Institutional promotion:

Back 9

Communication used to create a favorable image of the business in the eyes of the consumer instead of promoting a product/service.

Front 10

Intensive coverage:

Back 10

Reaching a smaller group of people more often

Front 11

Media:

Back 11

Agencies, means, or instruments used to deliver promotional messages to the public. (Also see Promotional media on the next page.)

Front 12

News release:

Back 12

A prepared statement or story that provides newsworthy information about the business or organization providing it.

Front 13

Online media: .

Back 13

The Internet used as a vehicle to deliver messages to customers

Front 14

Personal selling:

Back 14

A form of promotion that uses planned, personalized communication in order to influence customer buying decisions and ensure satisfaction.

Front 15

Premiums:

Back 15

Low cost items given to the consumer at a discount or free.

Front 16

Press conference:

Back 16

A meeting to which a business or organization invites media for the purpose of distributing information about a newsworthy event.

Front 17

Press kit:

Back 17

A folder containing feature stories, articles, photographs, and/or news releases about the company, product, or persons which has been prepared to assist the media.

Front 18

Print media:

Back 18

Agencies or instruments such as newspapers, magazines, direct mail, signs, and billboards which use written communication to deliver messages to the public.

Front 19

Product promotion: .

Back 19

Communication used to persuade consumers to buy a particular product/service

Front 20

Primary circulation:

Back 20

The total number of copies of print media sold.

Front 21

Product samples:

Back 21

Trial size products generally sent through the mail or distributed at the business and given to the consumer free of charge.

Front 22

Promotion:

Back 22

Any form of communication a business or organization uses to inform, persuade, or remind consumers about its products/services.

Front 23

Promotional advertising:

Back 23

Communication designed to increase sales of products and services.

Front 24

Promotional media:

Back 24

Channels of communication that serve as tools for promoting ideas, goods, and services to consumers. (Also see Media on the previous page.)

Front 25

Promotional mix:

Back 25

The combination, or blend, of the different types of promotion.

Front 26

Promotional strategy:

Back 26

A carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.

Front 27

Promotional tie-ins:

Back 27

A strategy in which two or more businesses combine promotional resources to increase sales.

Front 28

Public relations:

Back 28

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

Front 29

Publicity:

Back 29

Information that is provided to the public by the media or other sources at no cost to the business.

Front 30

Reach:

Back 30

A non-duplicated count of the people in a target audience who are exposed to a promotional message. (Each person is counted only once even if they view the message more than once.)

Front 31

Sales incentives:

Back 31

Awards given to salespersons for meeting or exceeding sales goals.

Front 32

Sales promotion:

Back 32

The variety of activities other than personal selling, advertising, and public relations that are used to increase consumer purchases.

Front 33

Secondary circulation:

Back 33

The number of people who read a publication but do not actually purchase it (“pass along” readers).

Front 34

Slotting allowance:

Back 34

Money paid by a manufacturer to the retailer for placing a product in the store, perhaps in a specific location.

Front 35

Specialty media:

Back 35

Inexpensive, useful items with the name of the advertiser printed on them that are used to gain customer recognition or serve as reminders.

Front 36

Visual merchandising/display:

Back 36

Coordination of the physical elements of a business or a product to project the desired image to the consumer