Marketing Vocab

extensive distribution

widespread and convenient, moderate price

limited distribution

more expansive with a mix of private and national brands, moderate to high price range

exclusive distribution

found in a few locations, “high end”, high price range

Promotion

forms of communication to remind, inform, or persuade

product promotion

used to influence consumers to buy one company’s product

institutional promotion

promotes the image of a brand

promotional mix

the combination of different types of promotions; advertising, publicity, sales, personal selling

advertising

paid form of nonpersonal promotion

publicity

placing newsworthy information in the media

public relations

creating, maintaining, or changing the image of someone in the media

sales

all market activities excluding personal selling, advertising, and publicity

trade promotion

made to get manufacturers and retailers to support a product

consumer promotion

made to encourage customers to buy a product

advertising execution

how the advertisement is delivered; comparison or one-sided

advertising appeal

rational or emotional

selling

in-person presentation to customers

advertising format

overall message, “setting”

lifestyle

an advertising format showing people using the product in a certain lifestyle

slice of life

an advertising format showing people using the product in a day to day setting

testimonial

an advertising format that shows someone endorsing a product