A news release, usually ten typewritten pages, contains information that the organization wants disseminated:
Advertising is purchased from an intside supplier, called an advertising agency:
An advertising campaign is itself influenced only by two variable factors: the content of the message and the amount of competitive activity:
Communication to correct erroneous impressions, maintain the goodwill of the organization's many publics, and explain the organization's goals and purposes is called public relations (PR):
Customer contact personnel are an important primary audience for service advertising:
In general, the purpose of advertising is to create awareness and improve attitudes towards a brand:
Media representatives are invited to press conferences to hear about an upcoming major event that the marketer hopes will be considered newsworthy and to receive written materials, photos, and other materials pertaining to the event:
Sales promotion may be a firm's primary promotional effort or it may supplement and complement personal selling, advertising, and public relations:
Sales promotion means immediate or delayed incentives to purchase, expressed in cash or in kind:
Some types of promotion techniques - like price-cuts, free gifts, coupons and samples - have been in use for over three hundred years:
The "selling concept" assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services:
The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers:
The traditional medium for advertising is the press, comprising daily and weekly national newspapers, local newspapers, magazines and journals:
Словосочетание "distribution channels" переводится как "каналы распределения":
Словосочетание "reduced launch price" переводится как "льготная цена при выпуске продукта":
Словосочетание "вrand loyalty" переводится как "престиж марки":
Словосочетание "рroducer market" переводится как "потенциальный рынок":
