Unit 6 Marketing Promotion Vocabulary

Flashcards about Marketing Promotion

Promotion

Communication from an organization to its customers; also known as marketing communication.

Inform (Goal of Promotion)

To provide information about existing products, new products, new features, usage, safety, and company support.

Express (Goal of Promotion)

To use words, pictures, color, motion, and music to convey messages that entertain, invigorate, or create emotion.

Persuade (Goal of Promotion)

Use of logic, argument, or pleading to influence someone to agree or act in a certain way, ultimately to persuade customers to buy.

Business-to-business (B2B) promotion

Promotion from a business to another business

Business-to-consumer (B2C) promotion

Promotion from a business directly to the consumer market.

Product promotion

Marketing communication focused on the product and its sale.

Institutional promotion

Communication focused on enhancing the image of the organization.

Personal promotion

Direct interaction between the marketer and the customer.

Nonpersonal promotion

Sending the same message to the entire target market through mass media.

Advertising

Nonpersonal communication that is paid for by an identified person.

Sales Promotion

Marketing activities designed to entice customers to buy a company’s products.

Public Relations

Promotional activities designed to create goodwill between a company and the public.

Visual Merchandising

The physical promotion of merchandise and the design of a place of business to increase sales.

Coupon

An offer indicating a product and the amount of price reduction when used.

Rebate

Return of a portion of money paid for a purchase.

Premium

Item given to the customer for free or at a reduced price with the purchase of a product.

Contests and Sweepstakes

Competitions that offer participants a chance to win a prize.

Promotional Tie-In

Involves the products of two or more companies in a promotional effort.

Product Placement

Advertiser works with a media company to place its products in a movie or TV show.

Trade Show

An exhibit of products of interest to a specific industry, sponsored by trade, industry, or professional associations.

Trade Allowance

A discount or money paid to the intermediary who buys the product.

Point-of-Purchase Advertising

Promotional display located where the customer makes the buying decision.

Sales Incentives

Contests and rewards used by manufacturers to motivate wholesalers and retailers to sell more product.

Proactive public relations

Communications initiated within the company for image building.

Reactive public relations

Communications responding to negative events or damaging information in the media.

Publicity

Information about a company and its products that appears in the media.

Philanthropy

When businesses choose a charity, sport, or cultural activity to support.

Pull strategy

A promotional strategy focused on the consumer.

Push strategy

A promotional strategy focused on wholesalers, distributors, and retailers.

Integrated marketing communications (IMC)

A process designed to convey a single, unified message through all promotional activities.

AIDA

Attention, Interest, Desire, Action.

Call to action

Words to motivate action