Promotion Mix and Marketing Communications

Vocabulary flashcards related to the lecture notes on promotional mix and marketing communications.

Promotional Mix

The element mix that includes all forms of marketing communications, traditionally including advertising, sales promotion, personal selling, public relations, and direct marketing.

Advertising

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Brand Advertising

The process of making the public aware of a particular brand and its features so that they will continue to buy it.

Promotional Advertising

Aims to inform prospects about promotional activities such as special sales.

Advocacy Advertising

The use of marketing to support a particular message or cause; aims to convince regarding a particular cause.

Classified Advertising

Aims to inform prospects regarding opportunities such as buy and sell events, and employment.

Comparative Advertising

Compares the brand to one or more other brands.

Institutional Advertising

Aims to develop goodwill of a particular company.

Sales Promotion

Sales activities which supplement both personal selling and advertising, coordinate them, and help make them more effective.

Cross Promotion

Using one brand to advertise another non-competing brand.

Patronage Awards

Values in cash or in other forms are proportional to patronage of a certain vendor or group of vendors.

Tie-In Promotion

Two or more brands or companies team up on coupons, refunds, and contests to increase pulling power.

Public Relations

The activities involved in actively seeking to manage the nature of the publicity an organization receives; methods and resources used to build and maintain a positive relationship between a company and its stakeholders.

Press Conference

Tool used to disseminate information to the media and the public, often for significant announcements or in response to specific PR issues.

Community Involvement

Businesses actively collaborating with and supporting local communities.

Direct Marketing

Selling products or services directly to the public, bypassing retailers (e.g., mail order, telemarketing).

Email Marketing

A digital marketing strategy where businesses use email to communicate with existing and potential customers, promoting products, services, and building customer loyalty.

Text Blast

An SMS text message sent from a single source to a large group of people simultaneously; frequently used in the retail industry.