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15 Cards in this Set
- Front
- Back
publicity |
Any communication about a company and the company’s products that the company does not pay for; may be positive or negative. |
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Internaonal public relaons |
A concerted effort on the part of a company to generate goodwill among international publics that are essential to the company; its main purpose is to generate positive publicity about the company. |
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news releases |
Statements issued to the public to introduce a new product, touting its advantages; any other information shared with the media. |
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press releases |
Statements issued to the press to communicate news about a company and its products. |
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company publications |
Public relations publications that describe the products of a company to potential customers and summarize inancial achievements. |
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event sponsorship |
The inancial support of cultural or sports - related events; companies use these events to get positive publicity. |
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corporate advertising |
A type of advertising that is used to promote the company behind the different brands. |
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image advertising |
An advertising campaign that enhances perceptions of a company in a given market by creating a positive impression on the target consumers. |
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advocacy advertising |
Advertising a particular position or point of view. |
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public appearances |
Company representatives’ public involvement, speaking on behalf of the international irm and its products. |
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sales promotion |
Sponsored communications to the target consumer or trade segment that stimulate purchases or improve relationships with intermediaries. |
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global campaign |
A worldwide standardized advertising campaign that is not adjusted to different target markets. |
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modular campaign |
An advertising campaign that provides a template that is varied and customized from market to market. |
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local campaign |
An advertising campaign that is tailored to local needs; especially used in markets that media cannot easily reach. |
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trade shows and exhibitions |
Business - to - business promotions that usually are held annually in formats where companies purchase exhibit space to display and demonstrate their offerings to the target market. |