1
How people see or think about a company, product, or brand.
image
A useful, low-cost item with a company’s name or logo on it (like pens, keychains, magnets) used for promotion.
specialty items
A partial refund of the purchase price, usually given after the customer sends in proof of purchase.
rebate
Testing an ad with a small group of consumers before running it widely, to see how effective it is.
Consumer Pretest
Activities done before a product is sold to create interest and demand (like previews or early ads).
preselling
Free media coverage about a business or product (can be positive or negative).
publicity
A sales promotion where customers enter a drawing or contest, and winners are chosen by chance.
sweepstakes
A planned series of promotions or ads used over a period of time to reach a goal.
campaign
A short, official statement sent to the media to announce news about a company, product, or event.
news release
The typical or middle result (like sales, costs, or performance) for companies in the same industry.
Industry Average
The combination of different promotion methods a business uses (advertising, sales promotions, personal selling, public relations, etc.).
promotional mix
A business’s efforts to build and maintain a positive image and good relationships with the public.
Public Relations (PR)
When manufacturers and retailers share the cost of advertising a product.
Cooperative Advertising
Paid, non-personal promotion of ideas, goods, or services by an identified sponsor (like TV ads, online ads, billboards).
advertising
A free or low-cost item given to customers as an incentive for buying a product (like a toy in a cereal box).
premium
A business that creates, plans, and sometimes places ads for other companies.
Advertising Agency