Promotion

one of the four Ps of the marketing mix.

Product Promotion

a promotional method used by businesses to convince prospects to select their goods or services instead of a competitor's brands.

Institutional Promotion

a promotional method 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

the cost-effective combination of personal selling, advertising, direct marketing, sales promotion, and public relations strategies used to reach company goals.

Advertising

a form of nonpersonal promotion in which companies pay to promote ideas, goods, or services.

Direct Marketing

a type of promotion that companies use to address individuals directly and not through a third party medium.

Social Media

electronic media that allows people with similar interests to participate in a social network.

Sales Promotion

represents all marketing activities other than personal selling, advertising, and public relations.

Public Relations

activities help an organization to influence a target audience.

News Release

an announcement sent to the appropriate media outlets.

Publicity

bringing news or newsworthy information about an organization to the public’s attention.

Push Policy

used with partners in the distribution channel.

Pull Policy

directs promotional activities toward consumers.

Via

by way of.

Target

something or someone to be affected by an action or development.

EXPLAIN why promotion is an important marketing function.

Promotion allows for companies to advertise, sell, sale promotions, direct marketing, and have public relations strategies.

IDENTIFY when to use product and institutional promotion.

Product promotion is commonly used when a new product is released and institutional promotion is used when the company isn’t focusing on a specific product.

CONTRAST the push and pull policies in promotional mixes.

Pushing your products in front of the targeted audience allows for more sales and pull marketing is when you draw in a customer based on their wants and needs.

Sales Promotions

incentives that encourage customers to buy products or services.

Trade Promotions

sales promotion activities designed to get support for a product from manufacturers, wholesalers, and retailers.

Consumer Promotions

sales strategies that encourage customers and prospects to buy a product or service.

Coupons

certificates that entitle customers to cash discounts on goods or services.

Premiums

low-cost items given to consumers at a discount or for free.

Incentives

higher-priced products, awards, or gift cards that are earned and given away through contests, sweepstakes, special offers, and rebates.

Promotional Tie-Ins

activities that involve sales promotions between one or more retailers or manufacturers.

Loyalty Marketing Programs

reward customers by offering incentives for repeat purchases.

Kiosks

point-of-purchase displays that are stand-alone structures.

Distribution

the commercial activity of transporting and selling goods from a producer to a consumer.

Register

to record in writing or enroll.

CONTRAST trade promotions and consumer sales promotions.

Trade promotions focus on organizational customers who have immediate sales and consumer sales promotions focus on the end user buying the product.

Contests

a strategy that involves organizing and promoting contests.

Sweepstakes

sales promotion which involves the offering of prizes to participants.

Special Offers

a product that is being sold for less than its usual price.

Rebates

program in which a supplier offers their customers a monetary reward for reaching purchasing goals.

EXPLAIN why a business would want product placement in entertainment media.

They integrate seamlessly within a show and market to consumers in less direct ways.