Download Chapter 36. Promotion Is Communication

Marketing Dynamics
Chapter 36. Promotion Is Communication—Terms and Definitions
advertising. Nonpersonal promotion paid for by an identified sponsor.
coupon. Printed piece of paper that indicates the product and the amount of price reduction
when the coupon is used.
effective promotion. Promotion that achieves its goals.
institutional promotion. Communication that focuses on the image of the organization.
marketing communication. Communication from an organization to its customers,
potential customers, and the public; promotion.
nonpersonal promotion. Promotion that communicates the same message to all potential
customers.
personal promotion. Promotion in which the marketer and the customer communicate in
person, and the marketer can immediately customize the message; personal selling.
premium. Item given to the customer for free or at a reduced price along with the
purchase of a product.
product promotion. Marketing communication that focuses on the product and selling the
product, in contrast to institutional promotion.
promotion. Also, all communications from an organization to its customers, potential
customers, and the public; marketing communication.
publicity. Information about a company and its products that appears in the media;
however, the company does not pay the media to carry the message and therefore has no
control over the information in the story.
public relations. Promotional activities designed to create goodwill between a company
and the public.
rebate. Return of a portion of the money paid for a purchase.
sales promotion. Marketing activities designed to entice customers to buy a company’s
products. Examples include coupons, contests, free samples, and gift-inside.
trade allowance. Discount or money paid to the intermediary who buys the product.
trade show. Exhibit of products of interest to a specific industry.
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