Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discountcross-promoting: Efforts of two or more firms joining together to reach a specific target marketdeal:A type of short-term price reduction that can take several forms, such as a “featured price,” a price lower than the regular price; a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms
emotional appeal: Aims to satisfy consumers' emotional desires rather than their utilitarian needsevent sponsorship:Popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectorsflighting: An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertisingheadline:n an advertisement, large type designed to draw attention.informational appeals: Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it providesinformative advertising: Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchaseinstitutional advertisement: A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (e.g. Got Milk? ads)lift:Additional sales caused by advertisingloyalty programs: Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over timemass media:channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and televisionmedia buy:The actual purchase of airtime or print pages media mix:The combination of the media used and the frequency of advertising in each mediummedia planning: The process of evaluating and selecting the media mixthat will deliver a clear, consistent, compelling message to the intended audienceniche media: Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interestspersuasive advertising: Communication used to motivate consumers to take actionpoint-of-purchase (POP) display: A merchandise display located at the point of purchase, such as at the checkout counter in a grocery storeposttesting:The evaluation of an IMC campaign's impact after it has been implementedpremium: An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testingpretesting: Assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to doproduct placement
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