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FM Unit 6 Promotion

Promotion ch. 21

QuestionAnswer
promotional mix the combination of all types of persuasive communication used by an organization to market itself and influence sales
consumer promotion promotion directly to consumers, usually nationally for a company or product - general promotion
trade promotion is aimed at other organizations within the industry (wholesalers, distributors, retailers, etc)
retail promotion is promotion by a store to its specific customers
promotion program a written guide of all of the company's promotion efforts for a period of time. usually done twice a year.
top down approach budgeting decisions based upon senior managers develop the promoion budget based on past experiences
bottom up approach budget decisions based upon objectives for specific products or product lines usually types and amounts of promotion based on employees (merchandisers, buyers, department managers) experiences and ideas.
affordability approach budget decisions based upon what the company can afford
ethics related to actig or dealing in morally evaluated ways. companies usually have a code of conduct based on what they think is fair, proper, honest and right.
deceptive price promotion retailers put higher original prices on items so they can mark them down to a sale price that is not really a bargain. can also make false claims about how their prices are lower than others
deceptive product promotion making false or misleading claims about actual products. This can include wrong information about fiber content, color fastness, or country of origin
bait and switch deceptive selling practice when a consumer is advertised to with a low price and then when they come into the store, they are sold a much higher priced item
corrective advertising using promotional methods to correct previous false or unethical claims
advertising any PAID form of non-personal sales message made by an identified sponsor through a mass communication medium or channel
product advertising designed to sell specific items, lines, or services
institutional advertising also called image or corporate advertising is designed to sell the reputation of the organization
cooperative advertising sharing of advertising and its costs by two or more organizations - Example Kellogs pop tarts use Smuckers jam
advertising agencies are service firms that provide advertising expertise
direct marketing also called direct mail - Items sent directly to customers based upon information gathered about their preferences and previous shopping experiences.
merchandise packaging company names, logos, and slogans on shopping bags, gift boxes, and wrapping paper
public relations activities are planned to build good relations and favorable image with the various publics of an organization
publicity is the unpaid media coverage about an organization
press kits promotional portfolios that contain press releases and photographs and/or illustrations using models or arrangements to show products. May also include" newspaper articles" that are advertisements for the company products
media also called the advertising medium - are the agencies, means or instruments used to convey an advertising message
headline the large heading in a print ad that is used to attract readers arouse interest and ge tthem to look at the illustration and copy
copy represents the selling message in an ad. usually details about the product and its benefits
illustration helps to expand on the copy by showing how the product works or how it is used. usually the largest part of the ad
signature the logotype or logo which is the identification symbol of the company in an ad
slogan a catch phrase of small group of words that are combined in a special way to identify a product or company
print media includes advertising in newspapers, magazines, direct mail, signs, and billboards.
broadcast media includes television and radio advertising
online advertising involves advertising on social media through video, advertisements, and "news related articles"
transit advertising a type of print advertising that involves advertising on buses, trains, cars and other transportation related systems.
in - store advertising involves electronic shelf ads, supermarket cart displays, instant coupon machines, floor mats and sounds systems used to advertising products right in the store
cost per thousand (CPM) the media cost of exposing 1,000 readers or viewers to an advertising impression.
Created by: janice ritchey
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