Definition Chapter 16

An effort by marketers to inform and remind people in the target market about products and to persuade them to participate in an exchange

The combination of promotional tools an organization uses

A technique that combines all the promotional tools into one comprehensive, unified promotional strategy

Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message

Putting products into TV shows and movies where they will be seen

A full-length TV program devoted exclusively to promoting goods or services

Promotion process that allows marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships

The face-to face presentation and promotion of goods and services

Researching potential buyers and choosing those most likely to buy

In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to sales message

A person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message

A step in the selling process that consists of a question or statement that moves the selling process toward the actual close.

The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance

Any information about an individual, product, or organization that's distributed to the public through the media and that's not paid for or controlled by the seller

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities