Unit 11 Marketing Vocabulary

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promotion
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decisions about advertising, personal selling, sales promotion, and public relations used to attract customers
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product promotion
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a promotional method used by businesses to convince prospects to select their goods or services instead of a competitor’s brands
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institutional promotion
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a promotional methods used to creat a favorable image for a business, help it advocate for change, or take a stand on trade or community issues
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promotional mix
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a cost-effective combination of advertising, selling, sales promotion, direct marketing, and public relations strategies used to reach company goals
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advertising
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a form of non personal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets
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direct marketing
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form of advertising that allows businesses to communicate straight to the customer, using text messaging, email, interactive consumer websites, only display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
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social media
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electronic media that allows people with similar interests to participate in a social network
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sales promotion
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incentives that encourage customers to buy products or services
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public relations
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activities that help an organization to influence a target audience
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news release
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an announcement sent to the appropriate media outlets
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publicity
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bringing news or newsworthy information about an organization to the public’s attention
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push policy
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a type of promotion in which the manufactures use a mix of advertising, personal selling, and trade discounts with partners in the distribution channel to “push” the product through to the retailer
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pull policy
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a type of promotion by manufacturers that directs promotional activities toward consumers
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specialty advertising
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the placement of advertising messages on a wide variety of items of interest to the target market such as calendars, coffee cups, pens, hats, note paper, paper weights, t-shirts, watches, etc. In contrast to premiums, specialty advertising items are usually given to members of the audience

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