Trade sales promotions

Marketing efforts directed to the retailers and/or other sale channels members aimed at encouraging them to support the activities to end buyers.

Consumer franchise-building promotions (CFB promotions)

Marketing activities aiming at promoting some specific brand characteristics rather than building brand image or announcing promotional offer.

Strategy mix

In the context of retail management it refers to a firm’s particular combination of store location, operating procedures, goods/services offered, pricing tactics, store atmosphere and customer services, and Promotional methods.

Promotional discount

Discount received by the retailer for performing an advertising or promotional service for the manufacturer. Promotional discounts encourage the retailer to use a strategy known as forward buying.

Pull strategy

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

Specialized marketing communication services

Group of organizations that provide marketing communication services in their areas of expertise including direct marketing, public relations, and sales promotion firms. A direct response agency develops and implements direct marketing programs, while sales  promotion agencies develop sales  promotion programs. Interactive agencies are being used to develop websites for the Internet and help marketers in the realm of interactive media. Public relation firms generate and manage publicity for a company and its products and services as well as focus on its relationships and communication with the company’s relevant publics.

Massed promotion effort

A type of promotion, which is used by retailers that promote mostly in one or two seasons.

At-home shopping channels

One of the new advertising media that has emerged in the recent years. Here, some television channels are dedicated to selling goods and services by broadcasting 24-hours promotional programming. In return the viewers can give their orders on a toll free number and receive delivery in a stipulated time.

Ratchet effect

The process by which sales, having risen by means of sales promotion, are maintained at the higher level by other promotional tools.

Manufacturer promotion

A promotion campaign that is undertaken by the manufacturer aimed at consumers.

External analysis

The phase of the promotional planning process that focuses on factors such as the characteristics of an organization’s customers, market segments, positioning strategies, competitors, and marketing environment.

Promotional management

The aim of promotional management is to create at the end of the process one controlled system of effective marketing communications. When companies are dealing with promotional management, they need to decide which promotional toll or combination of tolls to use in order to achieve their marketing objectives. There are different aspects concerning promotional management that need to be set by the company like the amount of money they can give for advertising, sales promotion, personal selling or direct marketing.

Counter segmentation strategy

A strategy in which a company combines two or more segments into a single segment to be targeted with an individually tailored product or promotion campaign.

Promotional alliances

One of the types of marketing alliances in which one company agrees to carry a promotion for another company’s product or service. McDonald’s, fore example, has often teamed up with Disney to offer products related to current Disney films to people buying its food.

Sweep periods

The times of year in which television audience measures are taken (February, May, July and November). The TV networks and independent TV stations use numbers gathered during sweep rating periods in selling TV time. However, many advertising professionals believe the audience estimates gathered during the sweeps are overestimated because of special programming and PROMOTIONs that occur during these periods.

Guerilla marketing

Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns.

Forward buying

A practice whereby retailers and wholesalers stock up on a product being offered by a manufacturer at a lower deal or offinvoice price and resell it to consumers once the marketer’s promotional period has ended.

Expert appeals

The promotional use of a person who, because of his or her occupation, special training, or experience, is able to speak knowledgeably to the consumer about the product or service being advertised.

Promotion online

This refers to placing ads on Internet, as it has become an important advertising medium in the recent years. A company has to decide which form will be most cost-effective in achieving their advertising objectives. Online promotion is showing high growth and costs also reasonable when compared to other advertising media

Prototype concept test

In the context of new product development, a concept test is done after technical work has produced a prototype. The prototype clarifies many aspects of the concept and leads to more reliable concept test reactions. May precede technical work if the prototypes are inexpensive to prepare (such as food products).