Marketing Chapter 17-19
pull policy
a use of a promotional mix of local and national advertising, in-store displays, sales promotion, and public relations to reach consumers
public relations
activities enable an organization to influence a target audience
print media
advertising in newspapers, magazines, direct mail, signs, and billboards
promotional tie-ins
also known as cross-promotions and cross-selling campaigns
new release
an announcement that is sent to the appropriate media outlets
marquee
an architectural canopy that extends over a store's entrance
focal point
an area in the display that attracts attention first, above all else
transit advertising
can be found on public transportation;includes printed posters, ads, etc.
coupons
certificates that entitle customers to cash discounts on goods and services
product promotion
convince prospects to select its products
incentives
promote products they create customer excitement and increase sales
broadcast media
encompass radio and television
storefront
encompasses a store's sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance, and landscaping
visual merchandising
encompasses all of the physical elements that merchandisers use to project an image to customers
proportion
refers to the relationship between and among objects in a display
display
refers to the visual and artistic aspects of presenting a product to a target group of customers
store layout
refers to ways that stores use floor space to facilitate and promote sales and serve customers
sales promotion
represents all marketing activities; other than personal selling, advertising, and public relations; that are used to stimulate purchasing and sales
trade promtions
sales promotion activities designed to get support for a product form manufacturers, wholesalers, and retailers
consumer promotions
sales strategies that encourage customers and prospects to buy a product or service
sales promotions
incentives that encourage customers to buy products or services
kiosks
interactive point-of-purchase or retail
formal balance
large items with large items and small items with small items
premiums
low cost items given to consumers at a discount or for free
publicity
one tactic that public relations professionals use; involves bringing new or newsworthy info about an organization to the public's attention
specialty media
sometimes called giveaways or advertising specialties; relatively inexpensive, useful items featuring and advertiser's name or logo
media
the agencies, means, or instruments used to convey advertising messages to the public
promotional advertising
the goal is to increase sales
Cost per thousand(CPM)
the media cost of exposing 1,000 readers or viewers to an advertising impression
audience
the number of homes or people exposed to an ad
frequency
the number of times an audience sees or hears an advertisement
fixtures
the principal installations in a store
media planning
the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing abjective
informal balance
they will place several small items with one large one
Promotion
persuasive communication
institutional advertising
to create a favorable image for a company and foster goodwill in the marketplace
institutional promotion
used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues
promotional mix
a combination of strategies and a cost-effective allocation of resources
point-of-purchase displays (POPs)
a consumer sales promotion device; manufactured units with bold graphics and signage that hold, display, or dispense products
online advertising
a form of advertising that uses wither e-mail or the world wide web
advertising
a form of non personal promotion
push policy
a manufacturer uses a mix of personal selling, advertising, and buying discounts to promote a product to large retailers; only with the next partner in the distribution channel
impression
a single exposure to an advertising message
direct marketing
a type of advertising directed to a targeted group of prospects and customers rather than to a mass audience
