Chapter 9: Promotion

the process of making customers aware of a product, service or event

Primary goal of promotion is to

the channels of communication used to send a message to the target marketing

a paid form of communication delivered to consumers by a product maker or seller.

in person, face-to-face communication between a seller and a customer

a type of advertising that sends a promotional message to a targeted group of prospects and customers rather than to a mass audience

an additional incentive offered for a limited time to encourage consumers to buy a product

activities that help an organization to influence a target market

unpaid media attention, whether negative or positive, about a business and its product, services, or events

informs consumers about new products and services and helps consumers make comparisons among alternatives