Ch. 17.1 Promotion Basics

Communications from an organization to its customers and to the public.

• Promotion

• Marketing communication

• Product Promotion

• Institutional promotion

Promotes specific products.

• Marketing communication

• Institutional Promotion

• Promotion

• Product promotion

Promoting the company, rather than it products.

• Marketing communication

• Product promotion

• Promotion

• Institutional promotion

An approach to marketing that integrates all promotional efforts to deliver one message about a product using various media

• Marketing communication

• Integrated marketing communications (IMC)

• Product promotion

• Institutional promotion

A strategy that invites customers to participate in an element of the promotional mix through a type of response.

• Participatory marketing

• Viral marketing

• Blog

• Push promotional concept

A web page in a journal format created by a person or organization.

• Participatory marketing

• Blog

• Viral marketing

• Push promotional concept

Buzz marketing, or information about products that customers or viewers feel compelled to pass along to others.

• Blog

• Push promotional concept

• Videos

• Viral marketing

A manufacturer pushing a retailer to handle that manufacturer's merchandise to sell to others

• Pull promotional strategy

• Push promotional strategy

• Blog

• Video

A manufacturer pulling customers to actively seek out that manufacturer's product.

• Pull promotional concept

• Push promotional concept

• Blog

• Video

The use of logic to change a belief or get people to take a certain action.

• Blog

• Viral marketing

• Persuasion

• Push promotional concept