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Unformatted text preview: Chapter 13 1. Promotion – communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. 2. Promotional Strategy – a plan for the optimal use of the elements of production: advertising, public relations, personal selling, and sales promotion. 3. Competitive Advantage – one or more unique aspects of an organization that cause target consumers to patronize that company rather than competitors. 4. Promotional Mix – the combination of promotional tools, including advertising, public relations, personal selling, and sales promotion, used to reach the target market and fulfill the organization’s overall goals. 5. Advertising – impersonal, one-way mass communication about a product or organization that is paid for by a marketer. 6. Public Relations – the marketing function that evaluates public attitudes, identifies areas within the...
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This note was uploaded on 11/30/2010 for the course MARK MARK 1115 taught by Professor Deveau during the Fall '10 term at Langara.
- Fall '10