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Download LAP-PR-001, Spread the Word (Nature of the Promotional Mix)
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MBA Research Learning Center Robert Stough LAP-PR-001, Spread the Word (Nature of the Promotional Mix) Home ►︎ Promotion (PR) ►︎ Spread the Word ►︎ Key Terms ►︎ LAP Glossary Print Sunday, 4 October 2015, 4:46 PM Site: MBA Research Learning Center LAP: LAP-PR-001, Spread the Word (Nature of the Promotional Mix) (Spread the Word) Glossary: LAP Glossary A Advertising Any paid form of nonpersonal presentation of ideas, images, goods, or services B Banner advertisements Promotional messages appearing on the Internet, usually at the top of web sites Bus/Car wrap A form of out-of-home advertising; involves partially or completely covering a vehicle with an advertisement, turning the bus or car into a mobile billboard C Channels of distribution Paths, or routes, that goods or services take from the producer to the ultimate consumer or industrial user Convenience products Goods and services purchased quickly and without much thought or effort D Dealer incentive A limited-time discount offered by a manufacturer to its intermediaries to prompt them to purchase and/or further promote the manufacturer’s products to customers Declining stage The product life cycle stage in which sales and profits fall rapidly Direct mail Promotional medium that comes to customers’ homes and businesses in the form of letters, catalogs, postcards, faxes, folders, and e-mails G Growth stage The product life cycle stage in which sales rise rapidly I Intermediaries Channel members operating between the producer and the consumer or industrial user to help in the movement of goods and services
