CH 16(1) - Foundations of Business

Promotion

All the techniques sellers use to motivate people to buy their products or services.

Promotion Mix

The combination of promotional tools an organization uses.

Integrated Marketing Communication (IMC)

A technique that combines the promotional tools into one comprehensive and unified promotional strategy.

Public Relations (PR)

The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.

Publicity

Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller.

Sales Promotion

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.

Word-of-Mouth Promotion

People tell others about products they have purchased.

Viral Marketing

Paying customers to say positive things on the Internet or setting up multiple selling schemes whereby consumers get commissions for directing friends to specific websites.

Social Networking

Increasing exposure for products or services and creating loyalty among customers.

Sampling

A promotional tool in which a company lets consumers have a small sample of a product for no charge.

Push Strategy

The producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise.

Pull Strategy

Heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.