Chapter 13 Advertising, Sales Promotions, PR

Chapter 13 

57 cards   |   Total Attempts: 182
  

Cards In This Set

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Sales promotion
Programs designed to build interest in or encourage product purchase during a specified period Ă  focus on short term obj
Trade promotion
Focus on members of the trade (distribution channel members such as retail salespeople or wholesale distributors) with whom a firm must work to sell its products
Merchandising allowance
Reimburse retailer for in store support of the product
Case allowance
Discount to the retailer/wholesaler based on volume ordered
Co-op advertising
Sales promotion where the manufacturer and retailer share the cost
Trade shows
Events at which many co set up elaborate exhibits to show their products, give away samples, distribute product literature, troll for new business contacts
Promotional products
Freebies to build awareness for organization or specific brands
Point of purchase
In store displays and signs; keeps brand name in front of the consumer, reinforces mass media advertising, stimulates impulse purchasing
Push money
A bonus paid by manufacturer to a salesperson, customer, or distributor for selling its product
Rebates
Allow consumer to recover part of the purchase price via mail-ins to the manufacturer
Frequency programs
Offer a consumer a discount for a free product for multiple purchases over time
Premiums
Items you get for free when you buy a product (prize in bottom of cereal
Product sampling
Distributing free trial size versions of a product to consumers
PR
Communication function that seeks to build good relationships with an organization’s publics (consumers, stockholders, legislators
Publicity
Unpaid communication about an organization that appears in the mass media