Marketing - Promotion

Promotion

Marketing communication designed to influence consumer purchase decisions through information, persuasion, and reminders.

Integrated marketing communication

The coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product.

Positioning statement

A brief statement that articulates how the marketer would like the target market to envision a product relative to the competition.

Promotional channels

Specific marketing communication vehicles, including traditional tools and newer tools, used to promote products.

Product placement

The paid integration of branded products into movies, television, and other media.

Advergaming

Video games created as a marketing tool, usually with brand awareness as the core goal.

Buzz marketing

The active stimulation of word-of-mouth via unconventional and often relatively low-cost tactics. Other terms for buzz marketing are “guerilla marketing” and “viral marketing”.

Sponsorship

A deep association between a marketer and a partner involving promotion of the sponsor in exchange for payment or goods.

Advertising

Paid, nonpersonal communication, designed to influence a target audience regarding a product, service, organization, or idea.

Sales promotion

Marketing activities designed to stimulate immediate sales activity through specific short-term programs.

Consumer promotion

Marketing activities designed to generate immediate consumer sales using tools such as premiums, samples, coupons, and rebates.

Trade promotion

Marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively.

Public Relations (PR)

The ongoing effort to create positive relationships with all of a firm’s different publics.

Publicity

Unpaid stories in the media that influence perceptions about a company or its products.

Personal selling

The person-to-person presentation of products to potential buyers.

Push strategy

A marketing approach that involves motivating distributors to heavily promote - or “push” - a product to the final consumers, usually through heavy trade promotion and personal selling.

Pull strategy

A marketing approach that involves creating demand from the ultimate consumer to pull products through distribution channels.