Download LAP-PR-001, Spread the Word (Nature of the Promotional Mix)

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Robert Stough
LAP-PR-001, Spread the Word (Nature of the
Promotional Mix)
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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