CH 12 Role of Promotion

Process of communicating with potential customers in an effort to influence their buying behavior.

• promotion

• communication

• encoding

• visual merchandising

Promoting specific products.

• communication process

• institutional promotion

• product promotion

• persuasion

Use of logic to change a belief or get people to take a certain action.

• communication process

• promotion

• feedback

• persuasion

Series of actions on the part of the sender and the receiver of a message and the path the message follows.

• communication process

• visual merchandising

• public relations (PR)

• participatory marketing

Combination of the elements used in a promotional campaign.

• advertising

• participatory marketing

• promotional mix

• visual merchandising

Nonpersonal communication paid for by an identified sponsor.

• promotional mix

• advertising

• promotional campaign

• participatory marketing

Process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases.

• integrated marketing communications (IMC)

• participatory marketing

• communication process

• visual merchandising

Store exterior that reflects the image of the business.

• storefront

• marquee

• advertising

• visual merchandising

Overhanging structure containing a sign at the entrance of the store.

• storefront

• marquee

• public relations (PR)

• advertisement

Applying communication skills that promote goodwill between a business and the public.

• press release

• product promotion

• communication process

• public relations (PR)