The Promotion Mix: Advertising and Publicity

Flashcards about Promotion Mix, Advertising and Publicity

Promotion

Communicating information between a seller and a potential buyer to influence attitudes and behavior.

Advertising

Paid communication messages that identify a brand or organization to reach a large audience.

Publicity

Uses unpaid media to promote a brand.

Sales Promotion

Short-term incentives to encourage immediate action or boost sales.

Personal Selling

Direct communication between a salesperson and a buyer.

Institutional Advertising

Advertising focused on creating a positive image for the entire organization.

Product Advertising

Advertising focused on promoting a specific product.

Informative Advertising

Advertising that explains how a product works and aims to increase demand through education.

Persuasive Advertising

Advertising seeks to influence behavior by appealing to emotions and desires.

Comparative Advertising

Advertising that directly compares a product to competitor's product.

Reminder Advertising

Advertising aimed at keeping a product at the forefront of the consumer's mind.

Owned Media

Promotional messages generated by a brand through channels it controls.

Earned Media

Promotional messages not directly generated by the company, but by third parties.

Sales Promotions

Short-term incentives to encourage immediate action or boost sales.

Integrated Marketing Communications (IMC)

Blending the firm's promotion efforts to convey a complete and consistent message.

Influencer marketing

A strategy where brands collaborate with individuals who have a significant following on social media platforms to promote products, services, or brands