Term
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Definition
| the special blend of promotional tools that the company uses to engage consumers, and build consumer relationships. |
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Term
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Definition
| any form of paid nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. |
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Term
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Definition
| short term incentives to encourage the purchase or sale of a product or service. |
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Term
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Definition
| Personal customer interactions by the firm's sales force for the purpose of making sales/building relationships. |
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Term
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Definition
| Building good relations with the company's various publics by obtaining favourable publicity. |
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Term
| direct and digital marketing |
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Definition
| engaging and interacting directly with carefully targeted individual consumers and consumer communities. |
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Term
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Definition
| creating, inspiring and sharing brand messages among consumers across a fluid mix of paid, owned, earned, and shared channels. |
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Term
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Definition
| a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. |
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Term
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Definition
| Spending a lot on consumer advertising and promotion to influence final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel. |
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Term
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Definition
| a specific communication task to be accomplished with a specific target audience during a specific period of time. |
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Term
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Definition
| setting the promotion budget at the level management thinks the company can afford. |
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Term
| competitive parity method |
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Definition
| setting the promotion budget at a certain percentage of current or forecasted sales. |
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Term
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Definition
| a marketing services firm that assists companies in planning, preparing, implementing their advertising programs. |
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