Column 1
This type of promotion focuses on promoting the company rather than its products?
Institutional Promotion
An overhanging structure containing a sign at the entrance of the store.
Marquee
Any non-personal communication paid for by an identified sponsor.
Advertising
Ad text that provides information and sells the product; the words in the ad.
Copy
The visual aspect of the words printed on a page.
Typography
Uses logic to change a belief or get people to take a certain action.
Persuasion
Talking without advanced notice to plan what will be said.
Impromptu speaking
Are standards of measurement that track and evaluate promotion activity
Metrics
The blank areas on a page where there is no art or text.
White space
Is a promotional strategy that combines the elements of the promotional mix to create a unified marketing message. IMC
Integrated Marketing Communications
Process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases.
Visual Merchandising
The coordination of marketing communications to achieve a specific goal.
Promotional campaign
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.
Unique Selling Proposition
Outlines the goals, primary message, budget, and target market for different ad campaigns.
Creative Plan
Used to counteract a negative public perception about the company.
Reactive public relations
The promotional mix consists of Sales Promotion, Personal selling, Advertising, and ______.
Public Relations
What are the 4 P's of marketing?
product, price, place, promotion
The 4 main components of a print ad consist of: Headline, Copy, Graphics, and _____?
Signature
A coordinated series of linked ads with a single idea or theme
Advertising campaign
A story featuring useful company information written by the company PR contact.
Press release
What are the three main types of media?
Print media, Broadcast media, and Digital Media
Elements of the promotional mix are focused on attracting what 4 things (AIDA) from customers?
attention, interest, desire, and action
When writing copy, the four Cs of communication are…?
Clarity, conciseness, courtesy, and correctness
This organization promotes fair advertising and selling practices across all industries.
Better Business Bureau or BBB
Graphics in a print ad include what three things?
Typography, Art, & Layout