Marketing Unit 4

Promotion is persuasive communication

• True
• False

A marketing approach that demonstrates the goodwill of an organization or boosts its public image

• Instructional
• Product
• Institutional
• Promotion

A combo of strategies & cost effective allocation of resources

• Promotion
• Promotional Mix
• Advertising
• Institutional

Used to attract customers to a product and increase their perception of its value

• Institutional Promotion
• Product Promotion

Designed to complete the sale once customer is attracted.
Most flexible = 1 person at a time
Staff must be very  knowledgeable

• Advertising
• Personal Selling
• Direct Marketing
• Public Relations

Paid form of non-personal communication by an identified sponsor

• Direct Marketing
• Personal Selling
• Sales Promotion
• Advertising

Advertising toward a target group of prospects (often current customers)

• Advertising
• Direct Marketing
• Personal Selling
• Public Relations

Free; seen as impartial, more believable

• Direct Marketing
• Personal Selling
• Advertising
• Public Relations

B2B activities
More money spent here
Promote to wholesalers and retailers

• Trade Promotions
• Consumer Promotions

Cash payments/discounts given by manufacturers to wholesalers/retailers for performing activities to encourage sales

• Promotional Allowances
• Cooperative Advertising
• Slotting Allowances
• Trade Shows