Download Key Terms

advertising specialties
A sales promotion having three key elements: a message, placed on a useful item,
given to consumers with no obligation.
bill-back allowances
A monetary incentive provided to retailers for featuring a marketer's brand in either
advertising or in-store displays.
business buyer sales promotion
Incentive techniques designed to cultivate buyers in large corporations who are
making purchase decisions about a wide range of products.
consumer-market sales promotion
A type of sales promotion designed to induce household consumers to purchase a
firm's brand rather than a competitor's brand.
contest
A sales promotion that has consumers compete for prizes based on skill or ability.
cooperative advertising
The sharing of advertising expenses between national advertisers and local
merchants. Also called co-op advertising.
coupon
A type of sales promotion that entitles a buyer to a designated reduction in price for a
product or service.
door-to-door sampling
A type of sampling in which samples are brought directly to the homes of a target
segment in a well-defined geographic area.
free premium
A sales promotion that provides consumers with an item at no cost; the item is either
included in the package of a purchased item or mailed to the consumer after proof of
purchase is verified.
frequency programs
A type of sales promotion that offers consumers discounts or free product rewards for
repeat purchase or patronage of the same brand or company.
in-store sampling
A type of sampling that occurs at the point of purchase and is popular for food
products and cosmetics.
mail sampling
A type of sampling in which samples are delivered through the postal service.
merchandise allowances
A type of trade-market sales promotion in which free products are packed with
regular shipments as payment to the trade for setting up and maintaining displays.
mobile sampling
A type of sampling carried out by logo-emblazoned vehicles that dispense samples,
coupons, and premiums to consumers at malls, shopping centers, fairgrounds, and
recreational areas.
newspaper sampling
Samples distributed in newspapers to allow very specific geographic and
geodemographic targeting.
off-invoice allowance
A program allowing wholesalers and retailers to deduct a set amount from the invoice
they receive for merchandise.
on-package sampling
A type of sampling in which a sample item is attached to another product package.
premiums
Items that feature the logo of a sponsor and that are offered free, or at a reduced
price, with the purchase of another item.
price-off deal
A type of sales promotion that offers a consumer cents or even dollars off
merchandise at the point of purchase through specially marked packages.
push money
A form of trade incentive in which retail salespeople are offered monetary reward for
featuring a marketer's brand with shoppers.
push strategy
A sales promotion strategy in which marketers devise incentives to encourage
purchases by members of the trade to help push a product into the distribution
channel.
rebate
A money-back offer requiring a buyer to mail in a form requesting the money back
from the manufacturer.
sales promotion
The use of incentive techniques that create a perception of greater brand value among
consumers or distributors.
sampling
A sales promotion technique designed to provide a consumer with a trial opportunity.
self-liquidating premium
A sales promotion that requires a consumer to pay most of the cost of the item
received as a premium.
slotting fees
A type of trade-market sales promotion in which manufacturers make direct cash
payments to retailers to ensure shelf space.
sweepstakes
A sales promotion in which winners are determined purely by chance.
trade-market sales promotion
A type of sales promotion designed to motivate distributors, wholesalers, and
retailers to stock and feature a firm's brand in their merchandising programs.
trade shows
Events where several related products from many manufacturers are displayed and
demonstrated to members of the trade.
trial offers
A type of sales promotion in which expensive items are offered on a trial basis to
induce consumer trial of a brand.