ME Chapter 17/19 Vocabulary

Form of non-personal promotion

• push policy

• promotion

• institutional promotion

• premium

• advertising

Create consumer interest and demand

• push policy

• promotion

• institutional promotion

• premium

• pull policy

Positive communication about a business

• premium

• push policy

• advertising

• institutional promotion

• promotion

News presentations that create awareness of an organization in the marketplace

• promotion

• premium

• institutional promotion

• publicity

• push policy

Persuasive communication

• institutional promotion

• premium

• promotion

• advertising

• push policy

A story sent to the media which is written by and about a company or organization

• institutional promotion

• promotion

• premium

• news release

• push policy

An item such as a coupon or factory pack that is free to consumers as a condition of purchase

• premium

• institutional promotion

• promotion

• push policy

• advertising

Type of advertising directed to a targeted group of prospects and customers rather than to a mass audience

• institutional promotion

• promotion

• push policy

• premium

• Direct Marketing

Incentives that encourage customers to buy products or services

• premium

• sales promotion

• push policy

• promotion

• institutional promotion

Convince a retailer to stock products being promoted

• promotion

• institutional promotion

• premium

• advertising

• push policy