4.5 Promotion Flashcards Preview

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Flashcards in 4.5 Promotion Deck (18):
1

ATL promotion

It is any form of paid-for promotion through the mass media.

2

Advertising

It is a method of informative and/or persuasive promotion that is usually paid for. The aim of commercial advertising is to raise the level of demand for a firm´s product.

3

Advertising clutter

It refers to the huge volume of advertisements that the public is bombarded with.

4

BTL promotion

It does not use paid-for mass media sources.

5

Direct marketing

It refers to the promotional activities that aim to sell a product straight to a customer rather than by using an intermediary.

6

Guerrilla marketing

It is a promotional strategy that aims to ambush or catch attention of customers through unusual innovative, unconventional and/or shocking techniques, on a relative low budget.

7

Logos

They are a form of product differentiation that use a visual symbol to represent a business, its brand or its product.

8

Promotion

It is a component of the marketing mix, it refers to the methods used to inform, persuade, and/or remind people about a firm´s products or brands.

9

Promotional mix

It refers to the combination of individual ATL and BTL promotional methods used by a business, such as advertising, direct marketing, packaging and sales promotion.

10

Public Relations

It refers to business activities aimed at establishing and protecting the desired image of an organization. PR is concerned with getting good media coverage, usually without directly paying for it.

11

Publicity

It is the process of promoting incentives designed to stimulate demand of a business and its products by getting positive media exposure without directly paying for it.

12

Sales promotion

It is a short-term incentives designed to stimulate demand for a product.

13

Social media

It refers to the marketing practice of gaining Internet traffic through social media websites.

14

Social networking

It refers to any platform used mainly by individuals to build social relationships between people.

15

Slogans

They are catchphrases designed to represent the essence of a business or its products using a memorable set of words.

16

Sponsorship

It is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.

17

Viral marketing

It is a promotional strategy that combines online techniques with word of mouth techniques. It is usually done through the Internet via emails and social networks.

18

Word of Mouth

It is the spreading of marketing messages about a firm and the quality of its products or its customers services.