Marketing ch 12
Card Set Information
Marketing ch 12
12 Public Relations Sales Promotions
An allowance (money) a manufacturer provide retailers to advertise its products in local newspapers.
When a company supports a nonprofit organization in some way in order to generate positive public relations.
Sales promotions that people enter or participate in order to win a prize.
Meetings of groups of professionals that provide a way for sellers to showing potential customers different products.
Provide an immediate price reduction off an item and the amount of the coupon is reimbursed to the retailer by the manufacturer.
Crisis management PR effort aimed to minimize any negative effects a company gets from bad publicity.
A product or service a seller offers retailers in order to get them to push it toward consumers.
Marketing efforts that reward the frequent purchase and consumption of an offering.
In-store displays designed to encourage consumers to buy products immediately.
Something consumers get for free or a small handling charge with proof of purchase.
A news story written by an organization to promote a product, service, or person.
A demonstration designed to show a channel partner’s customers how products work and answer any questions they might have.
Getting a company’s product included as part of a television show, movie, video game, special event.
public relations (PR)
The process of creating a positive image for a company, an offering, or a person via publicity.
Publicized information such as news stories about products and services, people, and organizations.
A strategy in which consumers are targeted with sales promotions such as coupons, contests, games, rebates, mail-in offers.
A cash incentive a manufacturer provides its channel partners to sell particular items.
A strategy in which businesses are the target of promotions so products get “pushed” through their marketing channels and sold to consumers.
A promotion whereby part of the purchase price of an offering is refunded to a customer after the customer completes a form and sends in the proof of purchase (sales receipt).
Contests designed to motivate salespeople to increase their sales of particular products.
Other forms of promotions (coupons, contests, rebates, mail-in offers) not included as a component of a communication mix.
A small amount of a product given to consumers to try for free.
Paying a fee to have your name associated with different things such a particular venue, person’s apparel, or event, or even a NASCAR vehicle.
Discounts an organization gives its channel partners for performing different functions.
Sales promotions aimed at businesses.
An event in which firms in a particular industry display and demonstrate their offerings to other organizations they hope will buy them.
Assistance an organization offers its channel partner’s salespeople. The goal is to help them understand how the organization’s products work and how consumers can be enticed to buy them.