Download Chapter 37. The Promotional Mix

Marketing Dynamics
Chapter 37. The Promotional Mix—Terms and Definitions
buzz marketing. Promotion designed to look as though it is coming from an unbiased
stranger or a friend, instead of from a corporation.
customer relationship management (CRM). Gathering and using customer data to
develop better communications with customers.
direct-response campaign. Seller communicates directly with the buyer and asks for an
immediate response, but uses some method other than face-to-face selling, such as a TV
shopping program.
promotional campaign. A series of coordinated promotional activities designed to achieve
a specific goal.
promotional mix. Combination of promotional elements— personal selling, advertising,
sales promotion, and public relations—used in a promotion.
pull strategy. Promotional efforts are focused on the consumer.
push strategy. Promotional efforts are focused on the intermediaries—wholesalers,
distributors, and retailers.
sponsorship. Marketing activity in which the sponsor pays (in part or in whole) for an
activity such as a sporting event, cultural performance, or charity event.
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