Kotler, Armstrong, Principles of Marketing 11th ed, Ch 15 vocab

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Advertising objective
A specific communication task to be accomplished with a specific target audience during a specific period of time
Advertising agency
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
Sales promotion
Short-term incentives to encourage the purchase or sale of a product or service
A small amount of a product offered to customers for trial
Certificate that gives buyers a saving when they purchase a specified product
Cash refund offer (rebate)
Offer to refund part of the purchase price of a product to consumers who send a “proof of purchase” to the manufacturer
Price pack (cents-off deal)
Reduced price that is marked by the producer directly on the label of package
Good offered either free or at low cost as an incentive to buy a product
Advertising specialty
Useful article imprinted with an advertiser’s name, given as a gift to consumers
Patronage reward
cash or other award for the regular use of a certain company’s products or services
Point-of-purchase (POP) promotion
Display and demonstration that takes place at the point of purchase or sale
Contests, sweepstakes, games
Promotional events that give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort
A straight reduction in price on purchases during a stated period of time
Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer’s products in some way
Public relations
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events

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