Topic 9 Advertising, Sales Promotion and PR-Edit

Advertising

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

Product Advertisements

Advertisements that focus on selling a product or service, which take forms such as pioneering, competitive, and reminder.

Pioneering Advertising

Informational advertising aimed at creating brand awareness and knowledge of new products or features.

Competitive Advertising

Persuasive advertising that creates liking, preference, conviction, and purchase of a product or service.

Reminder Advertising

Advertising intended to stimulate repeat purchases of products and services.

Consumer-oriented Sales Promotion

Sales tools used to support advertising and personal selling directed to ultimate consumers.

Coupons

Sales promotions that offer discounted prices.

Premiums

Reduced prices or free merchandise offered as part of sales promotion.

Contests

Promotional activities encouraging consumers to apply skills or creative thinking to win a prize.

Sweepstakes

Promotional activities that require participants to submit an entry for a chance to win prizes.

Samples

Free products or trial sizes given to consumers to encourage them to try new things.

Loyalty Programs

Promotional tools designed to encourage and reward repeat purchases.

Point-of-Purchase Displays

Displays located in store aisles aimed at influencing buying decisions.

Cash Rebates

Sales promotions where consumers receive a partial refund after purchase, effective online.

Product Placement

A promotional tool that involves using brand-name products in movies, TV shows, or ads.

Publicity Tools

Methods of obtaining nonpersonal presentations of an organization or product without direct cost.

Public Relations

Efforts used to promote a favorable image and establish a positive relationship with the public.