Marketing 3.01-3.03 Vocabulary

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

• Product Promotion

• Secondary Product Promotion

• Primary Product Promotion

Created to deal with issues that are in the public’s interest but are also related to the company or its products.

• Public Relations - Institutional Promotion

• Promotional Mix

• Advertising

• Primary Product Promotion

Promotions inform customers about noncontroversial issues that are in the public’s best interest.

• Product Promotion

• Secondary Product Promotion

• Primary Product Promotion

• Public Service

Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

• TV Commercial

• Social Media Post

• Promotion

• Advertisement

Designed to promote a firm’s prestige or its features.

• Institutional Promotion: Public Service

• Institutional Promotion: Public Relations

• Institutional Promotion: Patronage

• Institutional Promotion: General

Aims to stimulate demand, or desire, for an entire class of goods or services.

• Institutional Promotion

• Primary Product Promotion

• Secondary Product Promotion

• Institutional Promotion: Public Service

A kind of product promotion intended to stimulate demand for a particular brand or product.

• Primary Product Promotion

• Institutional Promotion: Public Service

• Secondary Product Promotion

• Institutional Promotion: Patronage

To persuade customers to buy a particular good or service. 

• Institutional Promotion

• Product Promotion

• Communication

• Mass Media

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Promotional Mix

• Personal Selling

• Advertising

• Sales Promotion

The combination of promotional tools -- including advertising, public relations, personal selling, sales promotion, and social media -- used to reach the target market and fulfill the organization's overall goals.

• Marketing Mix

• Marketing Functions

• Communication Mix

• Promotional Mix