Ch. 17 Promotional Concepts & Strategies

Decisions about advertising, personal selling, sales promotion, and public relations used to attract customers

• Marketing

• Product Promotion

• Promotion

• Sales Promotion

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

• Institutional Promotion

• Marketing

• Sales Promotion

• Product 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

• Institutional Promotion

• Sales Promotion

• Promotional Mix

• Trade Promotion

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

• Promotional Mix

• Sale Promotion

• Trade Promotion

• Advertising

A form of non-personal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets

• Sales Promotion

• Advertising

• Public Relations

• News Release

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

• Consumer Promotions

• Advertising

• Direct Marketing

• Publicity

All marketing activities, other than personal selling, advertising, and public relations, that are directed at a business or retail customers to boost sales

• Sales Promotion

• Advertising

• Promotional Mix

• News Release

Activities that help an organization to influence a target audience

• News Release

• Consumer Promotion

• Trade Promotion

• Public Relations

An announcement sent to the appropriate media outlets

• News Release

• Direct Marketing

• Trade Promotions

• Promotional Mix

Bringing news or newsworthy information about an organization to the public's attention

• Trade Promotion

• News Release

• Publicity

• Public Relations