Question | Answer |
Above-the-line promotion | Placing adverts using the media |
Advertising | communication between a business and its customers where images are placed in the media to encourage the purchase of products |
below-the-line promotion | any promotion that does not involve using the media |
emotional branding | the practice of using the emotions of customers to build a brand |
generic brands | products that contain only the name of the product category rather than the company or product name |
manufacturer brands | brands created by the producers of goods or services |
marketing mix | the elements of a business's marketing that are designed to meet the needs of customers, often known as the 4 P's |
Merchandising | a promotion specifically at the point of sale of a product |
Own-label brands | products that are manufactured for wholesalers or retailers by other businesses |
Point of sale | any point where a consumer buys a product |
Promotion | an attempt to obtain and retain customers by drawing attention to a firm and it's products |
public relations | an organisations attempt to communicate with interested parties |
sales promotions | methods of promoting products in the short term to boost sales |
sponsorship | making a financial contribution to an event in return for publicity |
viral marketing | any strategy that encourages people to pass on messages to others about a product or a business electronically |
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