Promotion Strategy Flashcards (Knowt made it)

Vocabulary-style flashcards covering the concepts, tools, and strategies of marketing promotion as presented by Prof. Edyta Rudawska.

Promotion (Narrower approach)

Sale promotion

Promotion (Wider approach)

Market communication

Promotion

A dialog between the company and its stakeholders to create brand awareness, inform, persuade to purchase and create company’s image as well as to get feedback from the receiver

Promotion Mix

The set of tools used by a company for marketing communication, 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

Mass-Media Advertising

Advertising tools that include press, radio, and television

Internet Advertising (Examples)

Baner, pop-up, and skyscraper

Out-Door Advertising

Posters, billboards, and advertising constructions

Point-Of-Purchase Advertising

Advertising tools such as shelf talkers, branded fridges, and displays

Personal Selling

Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders

Personal Selling Tools

Sales presentations, sales meetings, and trade shows

Sales Promotion

A variety of short-term incentives to encourage trial or purchase of a product or service

Sales Promotion Tools

Contests, games, lotteries, premiums and gifts, sampling, coupons, low interest financing, rebates, and loyalty programs

Sales Promotion Categories

Consumer promotion and trade promotion

Public Relations

A variety of programs designed to promote and/or protect a company's image

Public Relations Tools (Examples)

Publicity, press conferences, press kits, annual report, charitable donations, sponsorship, company magazine, community relations, open days, lobbying, system of visual identity, and system of non-visual identity

Public Relations Functions

External and internal functions

Direct Marketing

Use of non-personal contact tools (mail, telephone, e-mail) to communicate directly with a specific customer

Push Strategy

A strategy where the producer promotes to the intermediary, and the intermediary promotes to the customer to drive demand

Pull Strategy

A strategy where the producer promotes directly to the customer to create demand that then pulls the product through the intermediary