Marketing Essentials--Chapter 17
press kit
a folder containing articles, news releases, feature stories, and photgraphs about a company, product, or person
trade shows
aka conventions that are designed to reach wholesalers and retailers
loyalty marketing programs
aka frequent buyer programs, reward customers for making multiple purchases
public relations
any activity designed to create a favorable image towards a business, its products, or its policies
Promotion
any form of communication a business or organization uses to inform, persuade, or remind people about its products
advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
sales incentives
awards given to managers and employees who successfully meet or exceed a sales quota
slotting allowance
cash premium paid by the manufacturer to a retail chain for the costs involved in placing a new product on its shelves
promotional mix
combination of the different types of promotion
sonsumer affairs specialists
design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and product safety
pull policy
directs promotion towards customers
product samples
free trial size of a product sent through the mail, distributed door-to-door, or given away at retail stores and trade shows
incentives
higher-priced products earned and given through contests, sweepstakes, and rebates
promotional tie-ins
involve sales promotional arrangements between one or more retailers or manufacturers and combine their resources to do a promotion that creates additional sales for each partner
sponsorship
involves the promotion of a company in association with a property
premiums
low-cost items given to consumers at a discount or for free
press conference
meeting in which a business or organization invites media members to hear an announcement about a newsworthy event
personal selling
one of the largest forms of promotion that requires individuals to make contact with potential buyers, making it the most expensive form of promotion
customer advisory boards
panels of consumers who make suggestions about products and businesses
new release
prewritten story about a company that is sent to the various media
buying allowance
price discount given by manufacturers to wholesalers and retailers to encourage the purchace of a product
publicity
public relation that involves placing positive and newsworthy information about a business, its products, or its policies in the media
displays
refer to the visual and artistic aspects of presenting a product
visual merchandising
refers to coordination of all physical elements in a place of business so that it projects the right image to its customers
sales promotion
represents all marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness
trade promotions
sales promotion activities designed to gain manufacturers', wholesalers', and retailers' support for a product
consumer sales promotions
sales promotion efforts designed to encourage customers to buy a product
sales promotion
short-term incentive offered to encourage buying a good or service
title sponsor
sponsor pays to have its name incorporated into the name of the sponsored property
community relations
the activities that a business uses to acquire or maintain the respect of the community
institutional promotion
used by a business to create a favorable image for itself, as opposed to promoting a product or service
product promotion
used to convince potential customers to buy products instead of buying from a competitor
push policy
used to promote a product to its larger retailer using a mix of personal selling, advertising, and buying discounts
product placement
where organizations can develop product recognition by making sure that it is featured in special events, on television, or in the movies
