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