Chapter 10

Issue Recognition

A conecpt in public recoginition which alludes to the extent to which the public is familiar with the issue or problem at hand

Sales Promotion

A form of communication that encourages the customer to act immediatley such as coupons sales or contests

Mat release

A news release that is typeset and thus may be photographically reproduced for inclusion in a newspaper

Market penetration

A strategy whose goal is growth based on selling more of the firms product or service to the existing customer base

Customer Vector

A type of CRM report which segments by customer or purchases or dates of purchase

Press kit

A type of sales kit sent to media outlest which is focused around a press release

Advertising

Advertising is often used to support the corporate identity and value propositions that are established through public relations efforts. Part of conveying your message to your cusotmers advertising outlest include newspapers magazines billoboards televisoin and internet banner ads to name a few

Cognitive Dissonance

Doubt that occurs after a purchase has been made. An inconsistency between experience and belief

Power

A concept in public importance which alludes to potential shifts in control or influence

Currency

A concept in public importance which alludes to the degree to which the issue is immediat ein its impact

Human Interest

A concept in public interest in which alludes to a character to whom the public can relate

Cultural resonance

A concept in public interest in which alludes to events with a broad appeal within the market or population

Visuals

A concept in public interest in which alludes to the graphic interest held by an event

Good Story

A concept in public interest which alludes to an incident with good triumphing

Trendiness

A concept in public recognition which alludes to the fit of the topic to current fashion or public interest

Proximity

A concept in public recognition which alludes to the impact level of the issue being discussed

Viral Marketing

An electronic equivilent of word of mouth adverising in which the advertisers message spreads quicly and wildely via email website blogs and other online tools

Public Recognition

Being recognized or acknowedged by large numbers of people similar to fame

Publicity

Information about your company and its activites that is disseminated to the public in order to their good opinion

Sponsorships

Paying for a local organizations needs in exchange for recognition

Donations

Monetary or other gifts to organizations or people who are in need

Segementation

Process of dividing the market into smaller portions of people who have certain common charactersitics

Keyword and description tags

Terms included in the hidden portion of a web page which are used by search engines to describe your website and evaluate the category placement

Personal selling

The process of selling your product and service includedes prospect and evaluate, prepare, present, close, and follow up

Customer relationship management (CRM)

The process of tracking the customers different contacts with the firm and using this data to help improve sales as well as the cusotmers experience

Public Importance

Things that are considered important to large numbers of otherwise unrelated people, things that are of civic importance as opposed to private or corporate entitites

Public Interest

Things that are generally considered to be beneficial to large numbers of peopel, civic causes and benefits as opposed to private and corporate benefits

Succint Message

Your key point in as few and as memorable words as possible

Diversification

A strategy whose goal is growth based on adding new products or services to the firms exisitng collection of offerings

Newsworthy Events

To garner serious attention from the media nad the public a news story needs to deliver certain essentials tha twill hold their attention and keep your news in their thoughts it sould have public recognition importance and interest

Product expansion

A strategy whose goal is growth based on selling exisitng customers a product or service they have never bought before

Market Expansion

A strategy whose goal is growth based on selling in areas or to groups previously not served by the business

Public Relations

Activities used to establish and promot a favorable opinion by the public

Promotional Mix

How much of each message conveyance you will use to sell your product as well as your objective in using each one

Value Proposition

Small business owners unique selling points that will be used to differentiate their products and or services from those of the competition