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This is any direct contact between a salesperson and a customer. While the other pieces of the promotional mix are important, most customers prefer personal contact.
What is personal selling?
This is a story featuring useful company information written by the company PR contact. These are sent to the public through social media or other forms of mass communication.
This is a press release
This is talking without advanced notice to plan what will be said.
What is impromptu speaking?
This is any nonpersonal communication paid for by an identified sponsor. It is everywhere people lookâon streets, computers, phones, television, and radio. It can change beliefs and attitudes about products and help people make buying decisions.
What is advertising?
This consists of the words designed to grab attention so viewers will read the rest of the ad. They usually appear in large type or have some other attention-getting graphic element. A general rule recommends that these have no more than seven words
What is a headline?
These are verbs that tell the readers what to do. These call-to-action words include save, join, get, buy, come in, visit, call, e-mail, and register, to name a few. They are joined by adverbs suggesting when or how to act, such as now, toll-free, and today.
What is a action words?
This uses logic to change a belief or get people to take a certain action. A car advertisement is an example of a message that attempts to get the receiver to buy a car.
What is persuasion?
This is applying communication skills that promote goodwill between a business and the public. Unlike advertising, this is unpaid media coverage.
What is public relations (PR)?
This is any promotion that uses the Internet, e-mail, or other digital technology. It is also called digital marketing. Social media is an important part of digital marketing
What is electronic promotion?
It is a coordinated series of linked ads with a single idea or theme. It is one piece of the overall promotional campaign.
What is an advertising campaign?
The headline uses words to call attention to the ad. The goal is that by reading the headline, a person is _________ into reading the rest of the ad. In fact, the aspect of an ad that grabs attention is often called the ??????.
What is a hook?
This is the visual aspect of the words printed on a page. Typography includes decisions about typeface, size, and weight.
What is typography?
This is a series of actions on the part of the sender and the receiver of a message and the path the message follows.
What is the communication process?
Focuses on promoting the company rather than its products
What is an institutional product?
This is a promotional strategy that combines the elements of the promotional mix to create a unified marketing message.
What is integrated marketing communications (IMC)?
Effective campaigns deliver a marketing message that is valuable to the customer. This should be at the heart of the campaign. It is a statement summarizing the features and benefits of the company or product, how it differs from the competition, and how it is better than the competition.
What is a unique selling proposition?
This is ad text that provides information and sells the product. In advertising, this refers to the words in the ad.
What is copy?
This is a particular style for the printed letters of the alphabet, punctuation, and numbers. There are hundreds of typefaces from which to choose.
What is typeface?
The storefront of a business may be enhanced by a this, which is an overhanging structure containing a sign at the entrance of the store.
What is a marquee?
This is the process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases
What is visual merchandising?
This is a coordination of marketing communications to achieve a specific goal. It is also called a promotional plan. Included in the plan is a detailed list of goals, dates, and other activities that are carefully researched and documented.
What is a promotional campaign?
These are standards of measurement and are created to track and evaluate promotion activities.
What are metrics?
This is the name given to a product consisting of words, numbers, or letters that can be read or spoken.
What is a brand name?
This is print that appears in everyday life. Letters, numbers, and symbols that appear in advertising encourage readers to interact with or respond to the print they see in their surroundings.
This is the process of communicating with potential customers in an effort to influence their buying behavior.
What is Promotion
This is any nonpersonal communication paid for by an identified sponsor. It is a key component of a promotional campaign.
What is advertising?
This is a promotion strategy that uses multiple elements to communicate and interact with customers. It is also referred to as engagement marketing
What is participatory marketing?
This outlines the goals, primary message, budget, and target market for different ad campaigns.
What is the creative plan?
This is a phrase or sentence that summarizes an essential part of the product or business.
What is a tagline or slogan?
This is the arrangement of the headline, copy, and art on a page. An ad may have a great headline and fascinating art. However, if they are not placed attractively on the page, the ad might be ineffective.
What is layout?