Entrep - The Marketing Mix. Promotion

Vocabulary

- Advertising - Publicity - Press release - Public relations

Goals

- List the many forms of advertising and discuss advantages and disadvantages - Define publicity and describe ways to use publicity as a promotional tool

Trick banner

A banner ad that looks like a dialog box with buttons, often appearing like an error message or an alert. Do not include ad.

Banner ad

A graphic image or animation is displayed within a rectangular box across the top or down the side of a web page. What type of ad is this?

Sales promotion

Act of offering an incentive (motivates or encourages one to do something) to customers in order to increase sales. Ex. free samples, coupons, gift certificates, and etc. What type of buying decisions is this?

Floating ad

An ad. moves across the screen or floats above a page content. What type of ad is this?

Wallpaper ad

An add that changes the background of the page being viewed. What type of ad is this?

Rational buying decisions

Are based on the logical reasoning of customers. What type of buying decisions is this?

Online advertising

As internet use has increased, online advertising has become widely used by businesses to promote their products and services. This is a cost-effective way for businesses to get information to potential customers. What type of advertising is this?

Direct-mail advertising

Flyers, catalogs, letters, addressed to target customers through the mail. Can be effective if people read it. Disadvantages: junk mail. What type of advertising is this?

Visual marketing

Involves the use of visual media to promote, sell, and distribute a product or service to a targeted audience. It helps a company to build an identity in the mind of the consumers.

Personal selling

Is a direct communication between a prospective buyer and a sales representative in which the sales representative attempts to influence the buyer in a purchase situation.

Advertising

Is a paid form of communication sent out by a business about a product or service. It keeps your product or service in the public eye by creating a sense of awareness. Advertising should help a business convey a positive image.

Public relations

Is the act of establishing a favorable relationship with customers and the general public.

Self-promotion

It's a simple way to generate free publicity.

Needs assessment

When an individual customer goes shopping. It is up to the salesperson to find out as much as possible about the customer situation by conducting a needs assessment.

Pop-under ad

that loads behind the current window and does not appear until the user closes one or more active windows. What type of ad is this?

Pop-up ad

A new window opens in front of the current one, displaying an advertisement. What type of ad is this?

Emotional buying decisions

Based on the desire to have a specific product or service. What type of buying decisions is this?

Television advertising

Best way to reach a large number of people quickly. Example: short commercials, long, paid infomercials. What type of advertising is this?

Buying decisions

Customers are influenced by rational and emotional buying motives.

Radio advertising

Less expensive can reach a more specific market. Cost depend on airtime and production prices. Disadvantages: Purely audio and can't visually show your product listeners "may surf the airways" What type of advertising is this?

Publicity

Paid form of communication that calls attention to your business through media coverage. Can be negative if the coverage is unfavorable

Rebate

Refund offered to people who purchase a product.

Newspaper advertising

Relatively inexpensive, targets a limited geographic area, richest large numbers of people. Disadvantages:People don't usually read anymore, and there are so many ads that people may overlook. What type of advertising is this?

Cost per Mil (CPM)

The charge to the advertiser is based on the exposure of the message to a specific audience. CP___? costs are price per thousand years which with the message.

Cost per Click (CPC)

The charge to the advertiser is based on the number of users click on the advertisement. This method offers an incentive to the publisher of the ad to target the ads correctly. CP__?

Cost per Action (CPA)

The charge to the advertiser is based on the user completing a form, registering for a newsletter, or taking some other action that will lead to a sale. CP__?

Product knowledge

To be successful at selling a product or service, a salesperson must have a thorough knowledge of the features and benefits of the products or service.

Telemarketing

Using phone to market your product or service to let people know about your business or special offers.

Selling

You will be selling your business ideas to potential investors in the beginning stages of developing your business, and you will be selling products or services to customers once you open your business.